1. Nivea would like to increase its share of the U.S. market. Define the managem
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Question
1. Nivea would like to increase its share of the U.S. market. Define the management-decision problem.
2. Define an appropriate marketing research problem based on the management-decision problem identified in question 1.
3. Nivea would like to undertake research to understand the preferences of American consumers for skin care products. What type of research design should be adopted and why?
4. Discuss the role of qualitative research in understanding the preferences of American consumers for skin care products. Which qualitative research techniques should be used and why?
5. If a survey is to be conducted to understand the preferences of American consumers for skin care products, which survey method should be used and why?
6. Develop Likert, semantic differential, and Stapel scales for determining consumers’ evaluation of skin care products. How would you implement these scales in social media?
Explanation / Answer
1.Nivea have been facing several management decision problems however Its greatest challenge is in the U.S. advertise, where the brand is not as solid as it is in different parts of the world. The U.S. showcase postures numerous hindrances since it is the biggest and most element market on the planet. Nivea would like to defeat these snags using broad showcasing research. This exploration will lead Nivea to dispatch more items and to create centered showcasing techniques. Nivea looks for consistency in its advertising, which can be risky when attempting to impart a similar message crosswise over different societies and nations. In any case, Nivea will do whatever it takes to keep up this consistency, since it trusts it gives them an edge over contenders. It helps customers relate every one of its items to its center image and character. Nivea will keep on relying on promoting exploration to hold and refine the consistency in their showcasing crosswise over worldwide markets.
The dispatch of Nivea Styling is a case of the how the old Nivea picture had turned into a cripple. Promoting research uncovered that Nivea was unequivocally related to lavishness and richness, while in styling items buyers search for durable hold and hip hairdos. Nivea needed to persuade clients that it was about mellow and minding items, as well as satisfy the necessities of the class, which implied durable hold. Be that as it may, Nivea, did not have any desire to limit itself to a solely youthful group of onlookers, however looked to expand the Nivea legacy and the Nivea line of items to more develop ladies. The dispatch of Nivea Vital, a line of items for develop ladies, was not without its share of difficulties. More established ladies had not been given due consideration by most magnificence items organizations, and thus there was an absence of comprehension of mindfulness about how more seasoned ladies feel about excellence and maturing. The organization depended on promoting exploration to fill this crevice. A remarkable promotion crusade highlighting a develop lady was arranged. Nivea was frightful that demonstrating a more established lady in an advertisement crusade could contrarily affect the brand, making it seem old and less present day, in this manner losing the support of its more youthful buyers. Showcasing exploration was utilized to deliberately test the decision of the model for the promotion, and her magnificence and fearlessness helped Nivea keep this destructive reaction to its image picture. The model, a 50-year-old lady, ended up being the ideal model for the brand, and the crusade had the inverse impact of what was dreaded. Buyers felt that Nivea, by setting out to demonstrate a develop and delightful model, was really a current brand. In 2010, Nivea was named the "Most Trusted Brand" for healthy skin for the 6th time in succession in a prominent customer ponder led by Reader's Digest including shoppers from 16 European nations. The organization still faces many difficulties. Its most noteworthy test is in the U.S. Advertise, where the brand is not as solid as it is in different parts of the world. The U.S. advertise postures numerous snags since it is the biggest and most element market on the planet. Nivea plans to beat these deterrents using broad showcasing research. This exploration will lead Nivea to dispatch more items and to create centered advertising techniques. Nivea looks for consistency in its showcasing, which can be dangerous when attempting to impart a similar message crosswise over different societies and nations. Be that as it may, Nivea will do whatever it takes to keep up this consistency, since it trusts it gives them an edge over contenders. It helps purchasers relate every one of its items to its center image and personality. Nivea will keep on relying on showcasing examination to hold and refine the consistency in their promoting crosswise over worldwide markets.
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