You will be analysing a marketing planning case study in this assessment task. The Nivea case study, “Nivea gathering, recording and analysing 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 (case study). 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). The complete case study is provided separately. Ensure that you receive a copy from your trainer/assessor. This task must be completed during a designated session in presence of a trainer/assessor. Read the attached case (Case Study: “Nivea Deodorant: How Market Research Supports the New Product Development Process” – Source: Times 100 Business Case Studies) and answer the following questions; 1. What group of consumers was NIVEA targeting its marketing of Pearl and Beauty at? 2. Set out a brief definition of Market Research and New Product Development. 3. Explain two main ways in which the Market Research and New Product Development processes were interlinked in the development of Pearl and Beauty. 4. What is the relationship between consumer insights and product concepts? Identify ways in which consumer insights for Pearl and Beauty led to aspects of the development of the new product. 5. How effective do you think qualitative research is in helping businesses to develop products for international markets? Write your answers below; Ql. What group of consumers was NIVEA targeting its marketing of Pearl and Beauty at?
