Promotional marketing mix issues revolve around advertising. Direct mail, e-mail, media publicity, public relations, sales promotion and the internet are a few ways Nivea promote its products within international markets. Trying to standardise one or two issues in each international market may be achievable. Trying to standardise every issue listed above in every new market around the world is an almost impossible task.
Nivea: International Market Research Market research is a powerful tool for Nivea to discover the “viability of a market and to minimise risk within product launches”. Being an international business, it is essential Nivea develops new products using the insights gained from “consumers across markets and cultures” so that products will “deliver maximum returns when launched”. Market research managers from Nivea’s overseas affiliate companies report directly to a central research team in Germany.
Market research managers will lead a team of market researchers within the specified region “conducting primary, qualitative and secondary research”. The aim of this process is to “understand motivations behind using certain product groups”. In international markets it is imperative that Nivea are culturally sensitive when conducting market research. A lack of understanding relating to language, National/Regional customs, timing of research due to days of cultural or religious meaning and governmental regulations may cause offence, damaging brand image.
Telephone interviews can be successful in some countries but low levels of telephone ownership and poor communications in other countries limit the coverage provided by telephone surveys. Mail Surveys in international settings can have limitations because of the absence of mailing lists, poor mail services, and high levels of illiteracy. For example, in Brazil it is estimated 30% of the domestic mail is never delivered. International Market Research is imperative to Nivea future endeavours.
It includes activities such as specification, gathering, analysis and interpretation of information to help management understand the particular market, identify the market specific problems and opportunities and also develop courses of marketing action. The research activity must recognise the new market’s specific diversity in terms of culture, demographics, economy, etc. to create a marketing strategy that will be successful.
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