NIVEA Deodorant: How Market Research Led to Product Development

You will be analysing a marketing planning case study in this assessment task. The Nivea case study, "Nivea

Deodorant: How Market Research Supports the New Product Development Process" is used for this task (Case

Study Source: Times 100 Business Case Studies).

Market research involves the systematic gathering, recording and analysing 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 (case study). This case study follows the development

of a new NIVEA Deodorant called Pearl and Beauty aimed at young women. This case study will give you a

clear picture of how market research has helped New Product Development (NPD).

The complete case study is provided separately. Ensure that you receive a copy from your trainer/assessor.

This task must be completed during a designated session in presence of a trainer/assessor.

Read the attached case (Case Study: "Nivea Deodorant: How Market Research Supports the New Product

Development Process" - Source: Times 100 Business Case Studies) and answer the following questions;

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

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

3. Explain two main ways in which the Market Research and New Product Development processes were

interlinked in the development of Pearl and Beauty.

4. What is the relationship between consumer insights and product concepts? Identify ways in which

consumer insights for Pearl and Beauty led to aspects of the development of the new product.

5. How effective do you think qualitative research is in helping businesses to develop products for

international markets?

Write your answers below;

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

Task 1

Introduction

Market research is considered to be the research that is undertaken by the organizations in order to understand the various requirements of the market. This also includes the study of the demands of the customers thereby fulfilling the same as well. The study of the market is very important is it would help the company to understand what the market wants. The report would discuss the companies that required market research for their product development.

Task 1

1. In this case Nivea, is targeting the women who are find of deodorants as the company wants to launch the new product of pearl and beauty. They must be able to attract those customers who are working women and have the craze for deodorant. It is very important for the company to deliver the proper message to the customers whom they want to target in order to enhance their sales (Balensiefer, 2012).

2. Market research is considered to be the research that is undertaken by the organizations in order to understand the various requirements of the market. This also includes the study of the demands of the customers thereby fulfilling the same as well  (Birn & Forsyth, 2002). The study of the market is very important is it would help the company to understand what the market wants. The New product development implies the various processes that are required by the company in order to bring the accomplished product in the market  (Brace, 2008). It is very important for the organization to introduce its products to the market so that it can attract more customers by communicating the message that the product has to deliver them (Chandler & Owen, 2002). 

3.  The ways in which market research can be able to develop the product of Nivea, Pearl and Beauty are as follows:
•  Collect data which would include the demands of the customers that would enable the company to develop their products according to the demands created in the market.

•  Gather information regarding what price must be set so that it can enhance their sales.

The ways in which new product development can be able to develop the product of Nivea, Pearl and Beauty are as follows:

•    Make a good market research that would help in understanding the requirements of the market (Ferber, n.d.).

•    Assess the potential competition that the company would face while introducing the new product in the market.

4.    The Market research  must be able to meet all the requirements of the customers which are:

•    Inform the company regarding the needs of the consumers and the trends and expectations of the consumers.

•    The customers must be given the due opportunity to talk about the providers of the products and services so that the views of the customers are considered.