MARKET RESEARCH

Buyers' Behaviour and Market Research

Buyers' Behaviour and Market Research

Introduction

Nivea-Home of Skincare Products

The brand name Nivea is one of the most leading companies in the world of business, well-known for its skincare and beauty products. Nivea came in the market when the company launched the cream Nivea in the year 1911, for the first time. And today Nivea has a total of 14 different ranges of brands, which includes products from facial moistures to shower products. The brand is internationally owned by Beiersdorf since 1980. Nivea's skin care line, which promotes the slogan of 'Touch and get Touched', is Europe's number one brand. The leading skin company is one of the top suppliers of men's face cream with the name of 'Nivea for Men'. The company decided to expand its business and launched the product exclusively for men in the year 2008. Today, Beiersdorf is not only providing services to its valuable consumers in over 100 countries, but is expanding its brands in countries such as China, Russia and Brazil (Hoover's Inc. 2012, n.p.).

The company is also a proud maker of anti-aging products, surgical gloves, disinfectants, bandages and other dermatological products. However, Nivea's core competence has always been its skincare range.

Johnson & Johnson

One of the largest competitors of Nivea in the market today is Johnson & Johnson Company. The biggest health care giant is currently conducting its operations in more than 250 companies, located in at least 60 countries worldwide. The company's diagnostics and medical division provides surgical equipments, orthopaedics products and contact lenses. However, most of its consumer business is done through skin, oral care, first aid and baby and women's health products. So far the company has managed to maintain a healthy bottom line over the years and enjoys competition with other leading companies.

Problem Statement

Nivea has always created its products with keeping women as a basic target of all its marketing strategies, until Beiersdorf decided to extend its number of brands for a number of new and different product categories. The main reason behind the decision was that the company wanted to go more global and explore new market competition internationally. So the company soon expanded its number of products and categories. This is the reason why Beiersdorf's Nivea managed to get 25% shares of Asia's market in the year 2009. But, somehow the company has still not been able to reach ...