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Nivea conducted market research in India before launching a new deodorant product for women. The research found that women cared more about having attractive underarms and wanted a product for beauty in addition to odor protection. Concept tests showed strong potential for a beauty deodorant. Additional studies informed the advertising campaign for the new product. Continuous research after launch helped optimize the product and marketing approach. Market research ensured the new product matched consumer needs across markets.
Nivea conducted market research in India before launching a new deodorant product for women. The research found that women cared more about having attractive underarms and wanted a product for beauty in addition to odor protection. Concept tests showed strong potential for a beauty deodorant. Additional studies informed the advertising campaign for the new product. Continuous research after launch helped optimize the product and marketing approach. Market research ensured the new product matched consumer needs across markets.
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Nivea conducted market research in India before launching a new deodorant product for women. The research found that women cared more about having attractive underarms and wanted a product for beauty in addition to odor protection. Concept tests showed strong potential for a beauty deodorant. Additional studies informed the advertising campaign for the new product. Continuous research after launch helped optimize the product and marketing approach. Market research ensured the new product matched consumer needs across markets.
Droits d'auteur :
Attribution Non-Commercial (BY-NC)
Formats disponibles
Téléchargez comme PPTX, PDF, TXT ou lisez en ligne sur Scribd
V It launched a wholly owned subsidiary in India in May 2007 known as NIVEA India Pvt. Ltd. V Its headquarters is in Mumbai V Nivea came into existence in the year 1911 V It is in Indian market since 34 years V inion Research was launched in 1987 V inion has its head office in Mumbai and is owned by Mr. Sharad Gadkari V They insure first class quality through com rehensive interviewing, training, constant monitoring, control checks & su ervision. 1) To inform Nivea about consumer needs and desires 2) What are the trends in the market? 3) What do consumers want? 4) To give consumers the o ortunity to talk to the roviders of roducts and services so that their views are taken into account. V Target Audience- 18-35 years women V Areas- Research was carried out at tier-1 cities like Mumbai, Delhi, Kolkata, Hyderabad, Chennai and Bangalore i. A Consumer Usage and Attitude study ii. An external study by Fragrance Houses i. This covered the im ortance of scent and fragrance to eo le's well-being and mood. V Primary Qualitative Research In Key Markets Key markets where the Tier-1 cities V The research involved small discussion grou s of females V There is steady growth in females shaving. V They wanted to look after their underarms throughout all seasons (not just in summer). V Women cared increasingly about the condition of their underarms. V Women desired attractive, neat underarms. This symbolized sensuality and femininity. V The deodorant segment remained focused on functional rather than beautifying roducts. V The market research revealed an unex lored market otential for NIVEA Deodorant V No direct com etitor was offering a roduct to meet these needs. V The brand did not have a s ecific roduct that addressed 'underarm beauty' for the female consumer. V So there was a clear o ortunity to launch a new roduct. V From these ideas the marketing team created 'Product Conce ts'. V It carried out market research to test whether the conce ts would work. V Quantitative research on the conce t was carried out V The conce ts were tested Monadically. A number of criteria were used to test the conce ts:- 1) Deodorant category conce t 2) Product attributes conce t 3) Beauty deodorant conce t V The Market Research Team conducted a roduct usage test. V These included: Did it kee you dry all day? Did you have to rea ly it? Did you like the fragrance? Did it last all day? Was the deodorant reliable? V Consumers a lied the 'de-branded' deodorant under their right arm it and continued to use their current deodorant under their left arm it. V The results of the test were very ositive. V Most said they would swa their brands after trying the roduct. V To develo communication to su ort the launch of the new roduct. V Through market research the team could check whether the advertisements ositively su orted and communicated the new roduct. V The com any conducted qualitative research on some advertising ideas amongst various grou s of the target consumers. The objective was to evaluate which ideas were best in terms of: Did they stand out as exciting or different? Were they relevant to the consumer? Did they communicate the right things about the new roduct? Did they ersuade the consumer to want to urchase the roduct? V nce the roduct is launched and the consumer can actually urchase it, the research rocess does not sto . V Continuous consumer tracking can be carried out V This involves interviewing eo le every day V Secondary data sources such as consumer anel data and PS ( oint of sale) data. V New roduct launch should start with an insight based on consumer needs. V Throughout the launch rocess, market research is a valuable tool for Nivea to check viability and minimize the risk of the roduct launch. V Being an international com any, it is essential that Nivea launches new roducts using the insights of consumers across markets V This ensures the roducts are relevant to a large number of consumers and will deliver the maximum return. V This maximizes return on investment for the com any and results in ha y, satisfied and loyal consumers