business

What is the current competitive pressure for this deodorant

What are the industry sales and market trends of deodorant

Will the new deodorant be globally appealing

Is it feasible for NIVEA to manufacture the product

Is the new product in line with the current range of NIVEA

Will the deodorant be profitable when manufactured and delivered to the customer at the target price

Refine Product Concepts

The product concept was refined by confirming on the following details

Target market was females between the age of 18 and 35 years

Women

who not only used deodorant for its basic need but also to beautify themselves and add an extra touch of femininity and sensuality

Women who were not satisfied with the functional attribute and they looked for a deeper meaning , a caring deodorant

of the competitors really provided what these women were looking for

Concept Testing

The concepts were tested using quantitative research in two test markets , France and Germany . But a company like Beiersdorf needs to properly assess the global appeal of the new product . The concept was tested monadically that is , the respondents were only shown one concept so as to avoid biasness which may occur due to many variations . Various criteria were used against which the concept was tested including

Performance measures

Product attribute of the new product related to the core concept of NIVEA

Motivational factors that would drive the consumers to buy the product

Various names and packaging designs were tested too . NIVEA wanted to communicate the right message to its potential customers about the new deodorant which was different from others available in the market . Other factors like the selling price and switching of customers between NIVEA and competitors products

Prototype Development

After the findings from the market research NIVEA decided on the color pink...