Conquering the market through effective communication : NIVEA hair care case study
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/22664 |
Resumo: | 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. |
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Conquering the market through effective communication : NIVEA hair care case studyBrand extensionDigital marketingHair care in PortugalMarketing communicationNIVEAComunicação de marketingCuidados com o cabelo em PortugalExtensão de marcaMarketing digitalDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis 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.Este trabalho tem por objetivos investigar como a NIVEA pode aumentar a sua quota de mercado de produtos para o cabelo, em Portugal, através de estratégias de comunicação. Para o efeito foi efetuada uma pesquisa sobre as preferências dos consumidores, o posicionamento e visibilidade da marca NIVEA e os principais concorrentes do mercado no segmento de cabelo. Para além disso, foi realizada uma experiência para estudar a melhor maneira de estabelecer uma ligação entre a imagem da marca NIVEA e a sua extensão para o sector do cabelo. A metodologia utilizada nesta pesquisa incluiu entrevistas com potenciais consumidores da NIVEA e com a Gerente de Marca do Grupo Beiersdorf, seguidas de um questionário distribuído online. Os resultados mostram que os atributos que descrevem o champô devem apelar aos sentidos do toque e do cheiro e mostrar o resultado de um cabelo reparado, flexível e esvoaçante, que não só faz as mulheres sentirem-se bonitas, mas também lhes dá energia. Os resultados indicam também que, para aumentar a visibilidade da marca, devem ser feitas ações de marca em supermercados, no centro da cidade e centros comerciais, assim como comunicação em plataformas digitais, como Facebook e YouTube. Relativamente ao ajuste da imagem da marca entre a marca mãe e as extensões, não foram obtidos resultados estatisticamente significativos pelo que se recomenda a realização de mais estudos. As limitações encontradas incluíram a falta de controlo sobre o ambiente de recolha de dados e a pouca disponibilidade de recursos para desenvolver a experiência.Celeste, Pedro Manuel Amador RodriguesVeritati - Repositório Institucional da Universidade Católica PortuguesaLopes, Ana Teresa Monteiro2017-07-31T07:33:17Z2017-07-1720172017-07-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/22664TID:201725193enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:28:53Zoai:repositorio.ucp.pt:10400.14/22664Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:18:48.154072Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Conquering the market through effective communication : NIVEA hair care case study |
title |
Conquering the market through effective communication : NIVEA hair care case study |
spellingShingle |
Conquering the market through effective communication : NIVEA hair care case study Lopes, Ana Teresa Monteiro Brand extension Digital marketing Hair care in Portugal Marketing communication NIVEA Comunicação de marketing Cuidados com o cabelo em Portugal Extensão de marca Marketing digital Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Conquering the market through effective communication : NIVEA hair care case study |
title_full |
Conquering the market through effective communication : NIVEA hair care case study |
title_fullStr |
Conquering the market through effective communication : NIVEA hair care case study |
title_full_unstemmed |
Conquering the market through effective communication : NIVEA hair care case study |
title_sort |
Conquering the market through effective communication : NIVEA hair care case study |
author |
Lopes, Ana Teresa Monteiro |
author_facet |
Lopes, Ana Teresa Monteiro |
author_role |
author |
dc.contributor.none.fl_str_mv |
Celeste, Pedro Manuel Amador Rodrigues Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Lopes, Ana Teresa Monteiro |
dc.subject.por.fl_str_mv |
Brand extension Digital marketing Hair care in Portugal Marketing communication NIVEA Comunicação de marketing Cuidados com o cabelo em Portugal Extensão de marca Marketing digital Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Brand extension Digital marketing Hair care in Portugal Marketing communication NIVEA Comunicação de marketing Cuidados com o cabelo em Portugal Extensão de marca Marketing digital Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
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. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-07-31T07:33:17Z 2017-07-17 2017 2017-07-17T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/22664 TID:201725193 |
url |
http://hdl.handle.net/10400.14/22664 |
identifier_str_mv |
TID:201725193 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799131880881127424 |