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NIVEA Case Study
NIVEA Case Study
Q3) Explain two main ways in which Market Research and New
Product Development processes were interlinked in the development o{
Pearl and Beauty.
Market Research (MR) and New Product Development (NPD) are interlinked
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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. They also conducted a brand positioning research in
the market. On receiving a good feedback, NIVEA produced its Pearl and Beauty
deodorant and then conducted a further conducted a
NPD research on it. The research was to find out whether most of the
volunteers preferred NIVEA’s deodorant or not. On receiving a positive
response to the product, NIVEA’s marketing team came out with different
packaging concepts (after further MR).
Hence, we can see that after every process of market research, the NPD process
follows. MR and NPD occur alternately when a new product is conceptualised.
Q4) What is the relationship between consumer insights and product
concepts? Identi{y ways in which consumer insight {or Pearl and Beauty
lead to aspects o{ the development o{ the new product.
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Q5) How effective do you think qualitative research is in helping businesses
to develop products for international markets?
To continue growing, a multinational company needs to continuously introduce
new products which are appealing to the consumers. To manufacture and
introduce products to the consumers on an international scale, a company needs
to gather a lot of information on the specific requirements of consumers in
different countries. 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
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following ways:
l. 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.