International Promotion and Market Research of Nivea

Topics: Marketing, Marketing research, 2009 Pages: 3 (738 words) Published: February 17, 2010
Nivea
International Promotion
&
International Market Research

Nivea: International Promotion

Promotional marketing mix issues revolve around advertising. Direct mail, e-mail, media publicity, public relations, sales promotion and the internet are a few ways Nivea promote its products within international markets (Hollensen, 2007). Trying to standardise one or two issues in each international market may be achievable. Trying to standardise every issue listed above in every new market around the world is an almost impossible task.

Nivea: International Market Research

Market research is a powerful tool for Nivea to discover the “viability of a market and to minimise risk within product launches” (The Times, 2009). Being an international business, it is essential Nivea develops new products using the insights gained from “consumers across markets and cultures” so that products will “deliver maximum returns when launched” (The Times, 2009). Market research managers from Nivea’s overseas affiliate companies report directly to a central research team in Germany (The Times, 2009). Market research managers will lead a team of market researchers within the specified region “conducting primary, qualitative and secondary research” (Kumar, 2004). The aim of this process is to “understand motivations behind using certain product groups” (The Times, 2009).

In international markets it is imperative that Nivea are culturally sensitive when conducting market research. A lack of understanding relating to language, National/Regional customs, timing of research due to days of cultural or religious meaning and governmental regulations may cause offence, damaging brand image (Kay, 2008).

Telephone interviews can be successful in some countries but low levels of telephone ownership and poor communications in other countries limit the coverage provided by telephone surveys (Sopariwala, 1987).

Mail Surveys in international settings...

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Fry, A
Greenbaum, T. (1996), “Understanding focus group research abroad”, Marketing News, 3rd June 1996
Hollensen, S
Internetworldstats.com (2009), World Internet Statistics, World Internet Users and Population Statistics, (http://www.internetworldstats.com/stats.htm), 30th September 2009, accessed 13th December 2009
James, W.L., Hill, J.S
Kay, D. (2008), International Market Research, researchdimensions.com, Research Dimensions Ltd, (http://www.researchdimensions.com/article_01.html), 2008, accessed 14th December 2009
Kotler, P
Kumar, V. (2004), “International Market Research”, University of Connecticut, FT Prentice Hall
Lee, V
Nivea et al (2009), History, Nivea.co.uk, Nivea Advertising, (http://www.nivea.co.uk/history), accessed 25th November 2009
Rau, P.A., Preble, J.F
World Advertising Expenditures (1986)
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