Nivea Case Study
Autor: Sampath Ravi • February 20, 2016 • Case Study • 711 Words (3 Pages) • 2,212 Views
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- NIVEA was targeting young women with its marketing of Pearl and Beauty
- Market Research is collecting and analysis of information related to the target market of consumers and customers, competitors and the total market in general. New Product Development is the creation, testing and eventual implementation process for new products entering into the product.
- Two main ways that Market Research and New Product Development processes are interlinked in the development of Pearl and Beauty include the testing of the product which is a part of the New Product Development process and consumer usage research which is a part of the Market Research process. These processes were linked because NIVEA conducted a Usage and Attitude study with young women in the UK, France and the USA. From the research NIVEA found that the consumers showed a need for a “beautifying, caring deodorant.” From this need NIVEA created product concepts that they felt would feel this void among these women. From there these products were developed and implemented in both Germany and France. They tested the products in multiple countries to truly asses the global market. The second way that Market Research and New Product Development processes are interlinked in the Market Research process of product launch and post launch, and the Market Research process of in marketing monitoring. This was shown by NIVEA when they officially decided to launch the Pearl and Beauty. After researchers decided that the deodorant had received favorable enough reviews to be officially launched, NIVEA went to marketers to create the packaging and name best suitable for the product to sell. The marketers track the advertising of these products and decide which advertising created the best response for each product. From there they release the product, but the marketing monitoring does not stop there. After the product is launched NIVEA does continuous consumer tracking to make sure consumer responses remain favorable.
- There is a direct correlation between consumer insights and product concepts because consumer insights lead to product concepts. When deciding whether or not to implement a new product, a company must conduct research to see where there is a void in the market that needs to be filled by a new product. After the research finds an area that can be taken advantage of, the company creates many different product concepts before deciding on the one that they believe will have the best effect on the market. Specifically with the Pearl and Beauty product, consumer insights were pivotal in creating this new product. Firstly NIVEA conducted a Usage and Attitude study with young women in the UK, France and the USA. From the research NIVEA found that the consumers showed a need for a “beautifying, caring deodorant”. This meant that the deodorants they were using did not make them feel beautiful, whether that was because of the smell or the graininess of it. Because of this NIVEA attempted to come up with a product concept that felt, smelled and worked better for the young women involved. From there Pearl and Beauty was born. After this consumer insights were once again utilized when the company developed and tested this new product in France and Germany. This research was implemented to decide whether or not the new product was actually going to be enjoyed by women. Only by passing this test very positively was the NIVEA product going to be admitted into the world market.
- The definition of qualitative research is research aiming to gain a deeper understanding of a specific product, organization or event, rather than a surface description, most of a large sample of a population. It aims to provide an explicit rendering of the structure, order, and broad patterns found among a group of participants. Qualitative research is imperative to helping businesses develop products for international markets because of the different cultural, and socioeconomic factors that make international markets different from the domestic ones. Because of these differences, qualitative research is important to finding which advertisements are going to work in certain markets, deciding which products will do well in certain markets. Without using qualitative research, these companies might try to use the same types of advertising and products in different markets which would not work in many international markets.
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