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         <description><![CDATA[Information requirement
Market Orientation: Beiersdorf has a clear goal – to be as close as possible to consumers, regardless of which country they live in. 
Strategic Orientation:
-	Secondary research 
-	Primary research 
-	Results of the research 
-	Testing
-	Brand positioning 
Problem Orientation: Across countries, consumers are different in terms of culture and lifestyle. NIVEA’s challenge was to find similar insights from consumers across different countries. This was used to optimize product development. 
Problem Definition
The market research revealed an unexplored market potential for NIVEA Deodorant. The brand did not have a specific product that addressed ‘underarm beauty’ for the female consumer. No direct competitor was offering a product to meet these needs
Choose unit of anlysis
Country: UK, US, Germany, France
Religion: Freedom
Examine data ability
Secondary research In the deodorant category, NIVEA used many secondary research sources to discover consumers’ views and their need for deodorants. These related to different markets and were supplied by local country market researchers. These included: i. A consumer Usage and Attitude study. This had been conducted a few years earlier across various markets (UK, France and USA). ii. An external study by Fragrance Houses. This covered the importance of scent and fragrance to people’s well-being and mood. Primary research The research team felt therefore there was not enough recent knowledge about the consumer in the secondary research. They commissioned some primary qualitative research in key markets (Germany, France, UK and USA).

Access value of research

Various design ideas were tested using quantitative market research. In addition, this helped to predict the volume of the new products that would be sold, the optimal selling price and the level of switching from existing NIVEA Deodorant and competitor products.

Research design

Next the research team tested various name ideas for the product and developed different designs for the packaging. Packaging design plays a very important role in helping to communicate the image of the product. Pearl and Beauty needed to communicate femininity and sophistication. Pink was a natural colour choice for the packaging. They also used a soft pearlescent container to emphasise the ‘pearl extracts’ in the product.

Data analysts
The stages described so far produced a product concept that consumers felt was relevant and which they were willing to buy. The next stage was to test the product on actual customers. Many product launches fail, despite great advertising. A big reason is because the product fails to live up to the promises made. The Market Research Team conducted a product usage test. A de-branded sample of the proposed new product was given to the target consumer of females in several countries. Debranded means the deodorant was in a blank container so that the consumers did not know who made the product or what type it was. Very often consumers form opinions about products and services from advertising and packaging. This can sometimes be very strong and creates a bias in what they think of a product before trying it. The consumers were asked to use the new deodorant for a week. They kept a diary of when they used it and scored the performance of the deodorant against a list of criteria.
2. Sharing about this strategy, Mr. Tatsuya Nagai, Group's Vice President of Asia-Pacific Marketing, said: “To gain the support of users all over the world and ensure the In the future, we are trying to redefine brand value as well as medium and long-term plan to 2020 to achieve this goal.
In preparation for this process, Shiseido has conducted extensive market research in many Asian countries to find that the current young customer base is the source of potential customers for their long-term strategy. Because of its relatively high income, openness, willingness to try new products. 
A deep understanding and empathy for the inside needs of women, an understanding of their lifestyle and purchasing behaviors based on meticulous research is an advantage for the corporation to implement the strategy. reaching young women. With the message "Empathy and sharing beauty", Shiseido will create more new products for this audience, use a more youthful image in promoting the brand, create an open space for them to be available. "We want all women to feel understood and able to help them become beautiful in their own way, not like anyone else," said Nagai.
The new advertising campaign was launched by Shiseido in January 201 and strongly conveyed this message. In particular, Shiseido reformed brand awareness from products, advertising images, representative models, shops, brand logos and many other media aspects to inspire empathy for women around the world. world. Unlike previous images that focused solely on the image of Asian women, the latest Beauty vs. Campaign campaign. the World has a breakthrough. Photos representing the new campaign are three models of Hammam, Eniko Mihalik and Asia Chow with three different skin colors, symbolizing the variety of beauty

Their campaign is effective and has helped this brand grow globally. Nowadays, Shinseido is not only famous in Asia but also in Europe, America, ...
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