BSBRES411-Nivea Marketing Planning Case Study - Management Assignment Help

Assignment Task

Task
You will be analysing a marketing planning case study in this assessment task - The Nivea case study, “Nivea
Deodorant: How Market Research Supports the New Product Development Process” Market research involves the systematic 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.
Task details:
Read the attached case 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?

Brief description:
In this project, you will conduct market and online research to identify consumer profile and market trends for a new product launch.
Business scenario:
Assume that one of your friends in your home country has a successful local business (beauty products / garments / handicrafts etc.) and now wants to explore expanding the business in Sydney. Your friend has asked you to explore and research the local market in Sydney and prepare a report based on recommendations on the current market trends and target consumer groups. You will also develop survey instruments of collect research data.
Task details:
A step-by-step process is suggested as under. However, the students have the flexibility to develop their own formats and style, as long as all the requirements of the project are fulfilled.
Part A: Plan and Prepare Your Research
1. Conceive/provide a business profile (or use an existing/known company as an example)
2. Write a brief product profile (e.g. product characteristics, features, pricing and other relevant information)
3. Develop research objectives (what does the research wants to achieve?)
4. Develop a “Research question” (what problem you are trying to solve?)
5. Determine the data sources and methods to collect the data
6. Outline your respondent’s profile (age group, gender, location, job role, lifestyle, purchase power etc.)
7. Consider ethical and legal requirements in information collection, use and disclosure
8. Devise an online research strategy (for researching existing information) with key search words and strings
9. Prepare your data collection tools (e.g. surveys, emails etc.)
10. Outline your role and responsibility as a researcher, and the principles/codes that you will need to follow.
 

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