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Entwurf für die Markteinführung eines neuen Pflegeproduktes der Marke Nivea

Entwurf für die Markteinführung eines neuen Pflegeproduktes der Marke Nivea

          
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About the Book

Studienarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, SRH Hochschule Riedlingen, Sprache: Deutsch, Abstract: Die Fallstudie beschäftigt sich im Auftrag der Firma Beiersdorf mit der Neueinführung eines innovativen Pflegeproduktes für die Marke Nivea (eine Feuchtigkeitscreme im oberen Preissegment, die nach mehrmaligem Anwenden einen signifikanten Verjüngungseffekt der Haut herbeiführen soll). Dafür wird im ersten Arbeitspaket eine Bestandsaufnahme der Firma Beiersdorf und eine Wettbewerbsanalyse durchgeführt, um die Position von Beiersdorf auf dem Markt herauszufinden. Im Anschluss werden die Markenstrategien der Unternehmen dargestellt und der Unterschied zwischen einer Einzel-, Marken- und Dachfamilie erläutert. Im Rahmen der Umweltanalyse wird das PESTEL-Verfahren näher vorgestellt und eine Chancen-Risiken-Analyse durchgeführt. Weitere Aspekte bei der Markteinführung werden im Sinne des Porter`s-Five-Forces-Ansatzes diskutiert, um das Gewinnpotential der gesamten Branche mithilfe der Wettbewerbskräfte zu analysieren. Die Bestimmung der zukünftigen Zielgruppe ergibt sich durch den Prozess der Marktsegmentierung. Der Leser erfährt in diesem Zusammenhang etwas über Milieustudien und Marktsegmentierungskriterien. Der Weg des Produktes zum Konsumenten, die Auswirkungen der Auswahl der Zielgruppe und die Vertriebsmaßnahmen werden im Unterpunkt Vermarktung beschrieben. Der Preis des Produktes muss bestimmt werden. Dieser Aufgabe widmet sich der nächste Abschnitt. Bevor der konkrete Preis berechnet wird, muss eine Preisstrategie gefunden werden. Die Preisfindung selbst ist anhand drei differenzierbarer Methoden dargestellt. Für das Produkt von Nivea erfolgt eine Orientierung am aktuellen Durchschnittspreis auf dem Markt. Schließlich findet eine Abgrenzung der Begriffe Marktpotential, Marktvolumen, Absatzpotential und Absatzvolumen statt, und das Marktpotential für das neu einzuführende Produkt wird berechnet.


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Product Details
  • ISBN-13: 9783668393554
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3668393559
  • Publisher Date: 04 Mar 2017
  • Height: 210 mm
  • No of Pages: 40
  • Series Title: German
  • Weight: 63 gr


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