1. What group of consumers was NIVEA targeting its marketing of Pearl and Beauty at?

        NIVEA was researching on a deodorant which acted as a soothing and beautifying product, while keeping in mind its basic functional use, which would appeal to young females between the ages of 18-35 years. NIVEA found, through primary and secondary research, that this consumer group was focused on maintaining their beauty. They paid special attention to their underarms, to make them look attractive. And so, NIVEA focused on this group, which made a niche in the market as no other company catered to the need of consumers who wanted to keep their underarms beautiful. Hence, NIVEA targeted its Pearl and Beauty deodorant on a niche of the fragrance market, in which consumers (females) wanted products which addressed their needs.

  1. Set out a brief definition of Market Research and New Product Development.

        Market Research is the detailed research on a particular market and to assess the company’s positioning in that market. In market research, the strength of the competitors, size of the market, demand, etc are analysed. The American Marketing Association defines Marketing Research as:

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‘The systematic gathering, recording, and analyzing of data with respect to a particular market, where market refers to a specific customer group in a specific geographic area.’

        New Product Development is process in which the information gathered in Market Research and other researches is used to form a new product. This new product development is done in a company to bring out a new concept according to the consumer’s needs. It continues even after a new product is launched. The American Marketing Association defines New Product Development as:

‘The overall process of strategy, organization, concept generation, concept and marketing plan ...

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