The first stage in building an effective mix is to
understand the market. NIVEA uses
market
research to
target key market
segments which identifies groups of people with the same
characteristics such as age/
gender/
attitude/lifestyle. The knowledge and understanding from
the research helps in the development of new products. NIVEA
carries out its market research
with consumers in a number of different ways. These include:
• using focus groups to listen to consumers directly
•
gathering data from consumers through a
variety of
different research
techniques
• product testing with consumers in different markets.
Beiersdorf’s market research identified that younger consumers wanted more specialised face
care
aimed at their own age group that offered a
‘beautifying’ benefit, rather than a
solution
to skin problems. NIVEA VISAGE Young is a skin care range
targeted at girls who do not want
medicated products but want a
regime for their normal skin.
Competitor products tend to be problem focussed and offer medicated solutions. This gives
NIVEA
competitive advantage. NIVEA VISAGE Young provides a
unique bridge between
the teenage market and the adult market.
The company improved the product to make it more
effective and more
consumer-friendly.
Beiersdorf tested the improved products on a
sample group from its target
audience before
finalising the range for re-launch. This testing resulted in a number of changes to existing
products. Improvements included:
• Changing the formula of some products. For example, it
removed alcohol
from one
product and used natural sea salts and minerals in others.
• Introducing two completely new products.
• A new modern
pack design with a flower
pattern and softer colours to
appeal to
younger women.
• Changing product descriptions and introducing larger pack sizes.
Each of these changes helped to strengthen the product range, to better meet the needs of
the market.
Some of these changes
reflect NIVEA’s
commitment to the environment.
Its corporate
responsibility approach aims to:
• reduce packaging and waste - by using larger
pack sizes
• use more natural products – by including minerals
and sea salts in the formula
•
increase opportunities for recycling - by using
recyclable plastic in its
containers.
How research improved the product
