Consumer Knowledge

Group 4

Candrika Dhiastra 29119349

Citra Putri H 29119351
Dita Patwi Y 29119376
Dwiana Rahmadiati 29119378
Feza Maylinda S 29119511
Multahadi Qisman 29119492
 Table of Contents
Beiersdorf Finding the
1 6
Background Next Big Thing

2 Nivea 7 Netnography
Background

3 Background 8 Netnography
Process

4 Main Competitor Quantifying

In deodorant market 9
The need gap

5 4 Stages Process Making the

Product Development 10
and Innovation
Decision
 Beiersdorf Background

● Biersdorf founded in 1882, a

Addition product portfolio such as Labello
cosmetic company based in
for lip care market, 8x4 for deodorants
Hamburg, Germany.
market, Hansaplast for wound-care
● In 2012, it generated €6.04 billion in
market and Tesa for self-adhesive
revenue.
products.
● 17.000 employees worldwide.
● Its product portfolio included three
The largest share of revenue within
global skin care brand :
1. Nivea -> mass market Beiersdorf was generated by Nivea.
2. Eucerin -> a dermocosmetic
3. La Prairie -> premium products
 Nivea Background
- Nivea brand and product were launched in 1911 by Dr. Oscar Troplowitz.
The skin cream was named “Nivea”, meaning “white as snow”. Nivea
became the biggest skincare brand in the world (as the most trusted and
highly-regarded skin) in Europe for consecutive years.
- Beiersdorf entered the deodorant market in 1951
- In 1991, Nivea for the first time offred a deodorant in its product portfolio
- In 2003 and 2011 consumer goods giant Procter & Gamble interested in
taking over Beiersdorf.
- Allianz offered 40% of Beiersdorf stock, but the Herz family ensured
Beiersdorf was not sold to competitor. And the majority of shares were
held by Maxingvest.
- Nivea decided to diverge from the efficacy-driven innovation path to
consider other innovation trajectories in 2005. These include skin
regeneration product and preparation for closer shave product. These
innovation was made Nivea became the second biggest deodorant brand
in the world in 2012.
 Problem Issue

- Key Customer problem that Research and Development (R&D) had to solve for
innovation the next generation of deodorant products.
- Biel had tried to argue for an anti-staining deodorant before, but could not
convince the internal stakeholder groups of the relevance for consumers. / There
is debate between Biel and internal stakeholders regarding the relevance of beliefs
for consumers about anti-staining deodorants.
- Biel tries to convince stakeholders that anti-stain deodorant is really needed by
consumers.
Main Competitor in Deodorant Market
 Creating a New Product at Nivea
- Nivea has the motto/ concept of “Put the consumer first”.
- Nivea has CCU (Consumer Connectivity Unit). This unit responsible is to collected,
analyzed, and interpreted consumer data across product categories and countries
to detect major changes in consumer needs.
- CCU start several analytical method such as collecting data by survey, group
discussion and interview, and then analyzing existing data when facing “Brand
Challenge”
- To generate and analyze consumer insight about new product development, an
expert of each brand often translating these general insight into market research
questions is disseminated through several methods.
- When research questions had been answered, stakeholder tries to find product
ideas that might be fill the gap. This idea not only fill the gap, but should strategy-
fit and consumer insight-fit as well as competitive advantage and financial
potential
 4 Stages Process in Product Development
and Innovation at NIVEA

1. Discovery SEED Test

The goal was for forecast generic trends and need Market Research
gaps early on in the process and condense these to
Methods (Surveys,
consumer insight.
Nivea’s consumer expert tried to see the big picture
Interviews and Group
and craft a fresh, inspiring, and consumer-centric Discussions)
insight. An insight was put to the “SEED Test”.
Four requirements in SEED Test: Feedback
- Spark Recognition
- Easy to Understand
- Echo and Extrapolate Bathroom Studies
- Directional
 4 Stages Process in Product Development
and Innovation at NIVEA
2. Concept and Feasibility
There were certain requirements for an
idea to be considered a concept in terms
of detail and proof of feasibility.
“Sprinter Test” was most crucial point in
the process. Sprinter Test is a quantitative
concept test evaluating customer
acceptance and sales potential within a
group of target customers.
Sample of the target market:
- Demographics
- Attitudes
- Usage
The testing was highly standardized
and allowed for benchmarking with
- Previous concept evaluations
- Ensuring comparability
- Standard testing quality
 4 Stages Process in Product Development
and Innovation at NIVEA
3. Development and Scale-Up 4. Production and Roll-Out

Scaling up is to improve their impact and Production and Roll-Out is a final process of
effectiveness. product development and innovation.

Scaling up is about political and After 3 phases passed, than the product
organizational leadership, about vision, agreed by the internal, last the product can
values and mindset, and about incentives go into the production and roll-out to the
and accountability. All oriented to make market.
scaling up central element of individual,
institutional, national and international
development efforts.
 Finding The Next Big Thing
● The hunt for major need gaps
● Nivea need to offer unique benefit
and disruptive innovation for
and fill in a need gap
NIVEA deodorant
● Nivea need to make people listen
● Deodorant was grow in solid
and attract their attention and
path.
consumer will consider their
● R&D had been working on an
deodorant a good product
aerosol deodorant with push
● Nivea invented “double effect”
technology for seven years,
deodorant Hair grew back more
but aerosol users wanted to
slowly
control duration of their
● Calm and care product
spray.
● Twice market research twice
failed
 Netnography
- Netnography is Etnographic-based analysis (marketing staff immersed themselves in the
field by observing and attending to the day-to-day routines of their customers)
- Relied on the sheer endless amount of data available from open online conversations
between costumers.
- The method helped to identify relevant user-generated content and analyzed these
conversations in a unobtrusive, passive way.
- The research was designed to get answers without asking questions of influencing
customers (particularly for delicate and personal subjects that would not be mentioned in
active consumer research).
- Hyve’s analysis of consumer conversations in Brazilian, German and English speaking
social media sites revealed rich insights into customers’ attitude, needs, wishes, and
concern in the domain of deodorants
- The netnography analysis provided the large-scale evidence to show that staining was a
real (but hidden) consumer pain point.
 Systematic Netnography Insight Process
by Hyve
Research Community Community Data Analysis Product
Definition Selection Observation and Insights Solutions

Brainstorming Key Word Community Initial Coding Innovation

Definition Observation Structure Fields

Qualitative Content
Desk Research Community Discussion Analysis Creative
Identification Selection (Coding Report) Workshop

Topic Community Discussion Consumer Initial

Dimensions Selections Download Insights Solutions
(Mindmap) (Community-List) (Text-Files) (Presentation) (Presentation)
 Co-Creation with Consumer

● Based on thought that consumers actually innovated and solved their own problem
called translate needs to actual solutions.
● Average consumers could be helpful by expressing need, they typically provide little
help in creating novel product ideas.
● Biel involved only most insightful and active users in the solution finding process that
called lead user concept:
○ Lead user concept seeks out user who experience needs today that will become general
solution in the future.
○ These users have high motivation to find solution to their problem
 Quantifying The Need Gap
To quantifying the gap, consumer to help simplify the process of considering alternative
for RD by using campaign “Wanna Participate in the Coolest Deodorant Innovation
study in th World?”

Make design online environment with interactive element for engage customer.

Consumers invited to define further essential features,

possible field of applications and slogan.

Applying software to interpreted results in a deductive and

inductive fashion

Source : Case Nivea (A) Exhibit 15

 Making The Decision

- Our group chose Biel's idea to present his research on anti-staining deodorant.
- Because biel's idea is good enough, although the company is not convinced that
anti-staining deodorant is really needed by consumers. However, Biel has done
research and collected data and came to the conclusion that anti-staining
deodorant is indeed needed by consumers, and this is a great opportunity for
NIVEA to innovate and develop their deodorant products.
ENERGY BAR
 Personal Opinion about Energy Bar

FEZA DITA CITRA

- Cheap - Low in calories - Healthy

- Snack - Substitute food - Snacks
- Easy to grip - Practical - Meals
- Sweet - Consumed by - Substitute food
- Healthy athlete - Supplemental
- Peanuts - Dietitian bars
- Oats
- Nutritious
- Bitter chocolate
- Full
- Rice substitute
 Personal Opinion about Energy Bar

DWIANA CANDRIKA QISMAN

- Low fat - Boxy

- Snack
- Substitute food - Energy
- Practical
- Healthy - Sweet
- Easy to carry
- Nutritious - Low fat
- Nutritious
- Delicious - Easy to eat
- High energy
- Sweet (grip)
- Low fat
- For diet
 Schemas and Associations
of Energy Bar
Content :
Nuts, oats, protein, fats,
People who use carbohydrates, vitamins, flavor
it: (chocolate, vanilla, caramel, etc).
Dieters, athletes,
recommendation Price :
by nutritionist 15.000 - 45.000
(The higher
protein and
nutrition, it will
Taste : higher the price)
Sweet, tasty, ENERGY BAR
dark
chocolate

Its :
Low calories,
Times when it
healthy, nutritious,
is used:
as a snack, Attributes : high energy,
meal Easy to grip, supplemental bars.
substitutes practical, boxy, easy
to eat, easy to carry
 Knowledge Structure
Strong link
Long
Weak link
healthy life

Weight Happiness Nutritious

Athletes

Work Out Low Healthy Enjoyment

Packaging Price
(exercise) Calories

Easy to eat High Taste

Diet
(grip) Protein

Energy Bar
Thank You