Marketing and New Product

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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 Market Research Managers. They help the central research team in gathering and interpreting consumer views. These views provide information or insights that ultimately result in the development of new products suitable for a global market. 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).

105
NIVEA
How market research supports the
new product development process
www.thetimes100.co.uk
CURRICULUM TOPICS
• International marketing
• Market research and
development
• Marketing techniques
• Market research
GLOSSARY
Consumer: the user of a
product, who may or may
not be the buyer of it.
Goal: the objective
towards which an
endeavour is directed.
Insights: clear and deep
understanding of the
consumer.
Affiliate: become part of
or form a close relationship
with another, usually larger,
group or organisation.
How the NPD process is supported by market research
The NPD Process
Identifying consumer views and product
needs
Product concept and packaging
development
Testing the product
Brand positioning and advertising
development
Product launch and post launch
The Market Research Process
Primary & secondary research into
consumer views and product needs
Concept, volumetric and packaging
testing
Consumer usage research
Pre testing of image and advertising
research
In marketing monitoring
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Identifying consumer views and
product needs – where to start?
Market research should start with the consumer and serves two purposes: 1) To inform companies about consumer needs and desires. What are the trends in the market? What do consumers want?
2) To give consumers the opportunity to talk to the providers of products and services so that their views are taken into account.
Businesses exist in a fast-moving world with...
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