• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Nivea Case Study

Extracts from this document...


BEIERSDORF - NIVEA CASE STUDY Q1) 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. Q2) 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. ...read more.


Explain two main ways in which Market Research and New Product Development processes were interlinked in the development of Pearl and Beauty. Market Research (MR) and New Product Development (NPD) are interlinked processes in this case study. Throughout the case study, one can infer that Market Research is closely and immediately followed by NPD. Some examples are: * Forming Product Concepts: During this process, the market research conducted by the NIVEA marketing team revealed that consumers needed a 'beautifying, caring deodorant'. After more MR in evolving a product development concept, the NPD came into action. In this process, the marketing team conducted a research to identify the product concept consumers liked the most. With that, NIVEA was able to identify and produce the product which corresponded with the consumer's views and needs. This helped them to continue to the next stage of forming a new product. * Product Testing: Under MR, the NIVEA marketing team had conducted a research on the requirement, by consumers of other deodorants, which could be something like Pearl and Beauty deodorant. ...read more.


But this large amount of information gained from primary or secondary sources is useless if they do not reveal the different views and needs of consumers of different countries. Hence, to find to the exact requirements of different consumer groups, the company needs to conduct qualitative research in the different countries in order to find the different concepts required by consumers in different countries. Qualitative research can help a company in the following ways: 1. It prevents misunderstand able, obsolete and wrong data from being used as the data is collected by the company itself. 2. It prevents losses in the long run because if the data were false, the company ran a high risk of developing the wrong product. 3. It prevents loss of extra money and time because if the quantitative data on international markets is wrong, then the company will have to spend extra time and money on collecting new data. Beiersdorf also uses qualitative market research to conclude that the female consumers needed a 'beautifying, caring deodorant'. They use the data collected from different countries to develop Pearl and Beauty deodorant. ?? ?? ?? ?? 1 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our International Baccalaureate Business Studies section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related International Baccalaureate Business Studies essays

  1. Case Study: BMW 's New Oxford Way

    Finally, these changes contributed to savings of more than 6.3 million pounds over a 12 month period. d) Discuss to what extent empowerment is necessary for the success of the Wings system. BMW empowered it employees because it decisions that were delegated would be more successful if employees were empowered.

  2. Marketing. In my project, I am going to be looking at how Nestls Smarties ...

    Price When pricing the product two main factors have to be considered. They are the amount of profit you want to get from it and how much the target market is willing to pay. Before launching a product market research is usually done to find out how much the target

  1. Rolling Case Study of Kellogg's

    In result, each product possesses unique individual characteristics. Last but not least, Kellogg's has been strengthening their position through demonstrating great Corporate Responsibility.

  2. Advance Professional Development

    Objectives of the Task 2: Following are the objectives of this task * Carry out self review of the objectives and goals set in PDP (Task 1) * Identification of obstacles and barriers in achievements to those objectives and goals * Description about the importance of reviewing a plan *

  1. Business plan for Laundry Toaster laundry dryer.

    Sources indicate that there are a number of key market opportunities relating to product development which should offer value added opportunities as well as increasing volume demand. 1. Discuss the major factors affecting the market growth (e.g. industry trends, socio-economic trends, government policy, and population shifts).

  2. Organisational Behaviour (in short called as OB) is concerned with the study of the ...

    A leadership style is the manner and approach of providing direction for a team, promoting plans and motivating people to complete a task. There are several different leadership styles, each with advantages and disadvantages. The most effective leadership styles in the public services I would say were the authoritarian, autocratic, democratic and transformational leadership.

  1. Case Study of Reach Out, a business providing therapy to children with autism.

    In the case of an economic recession, donations may decrease. Lesser people may be willing to pay an increased price for the session. Thus the therapist scheme will be affected. 5. The course requirements for students may change at the local university.

  2. Zara case study

    Flexible production system. 3. How does Zara model differ from its competitors? What are the pros and cons of the current model? Zara?s core business model is vertically integrated, it specializes in speed and efficiency and the fast fashion trend.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work