Nivea Case Study

Introduction

Market research is the process by which businesses find out about customers' needs, wants

and desires. It makes possible the successful development of new products. This study shows

how an international company, Beiersdorf, combines market research with new product

development on its NIVEA Deodorant brand to provide exciting new products that better meet

consumer requirements.

Beiersdorf has a clear goal - to be as close as possible to consumers, regardless of which

country they live in. Developing superior consumer insights is fundamental to the continued

future success of Beiersdorf and its international brands like NIVEA, Eucerin and Atrixo. These

are the result of more than 120 years of experience in research and development.

Beiersdorf has launched many new brands and products into a variety of countries and

categories. Being an innovation leader has allowed Beiersdorf actively to shape its markets

and set new trends. These product launches have led to long-term global growth.

The key stages of market research

and new product development

Market research involves the systematic gathering, recording and analyzing of data about

customers, competitors and the market. This links marketers to consumers by supplying

essential information to solve marketing challenges and help with marketing decisions.

Market research helps a company create and develop an up-to-date and relevant portfolio of

products. Beiersdorf's international Market Research team is based at company headquarters

in Hamburg, Germany. The team's objective is to be the voice of the consumers within the

organisation. High-quality market research has helped secure the long-term future of the

business. Analysing and understanding the data gathered on consumers' behaviours, needs,

attitudes and opinions minimises the risks involved in making marketing decisions.

Market research in a global organisation needs the help and support of the company's

overseas affiliate companies. Most affiliate companies (in the UK for example) have

dedicated