Conquering the market through effective communication

: NIVEA hair care case study

Abstract

This research aims to investigate how can NIVEA Hair increase its market share in Portugal, through communication strategies. This included a research on hair care consumers’ preferences and behaviors and brand positioning and awareness of NIVEA Hair Care and the key players in the market. In addition, an experiment was performed to understand the best way to establish a fit between NIVEA mother brand image and the Hair Care brand extension. The methodology used in this research were in-depth interviews with potential consumers of NIVEA and Beiersdorf’s Group Brand Manager, followed by a survey distributed online. The results showed that the attributes describing the shampoo should appeal to the senses of touch and smell and show the result of a repaired flexible and fluttering hair, which not only makes women feel beautiful but also gives them energy. Moreover, going beyond advertising is a solution to increase visibility, which could be made by brand actions in supermarkets, the city center and shopping malls. Communicating in Digital platforms, such as Facebook and YouTube would also reach a bigger crowd, especially younger consumers. No statistically significant results were reached regarding the fit in brand image between mother brand and extensions, so further research is recommended. The limitations found included the lack of control over the environment of survey data collection, and the resource boundaries to develop the experiment.

Date of Award	17 Jul 2017
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)