Market penetration Market development Essay

Beiersdorf has expanded in each practicable direction. grocery penetration is demonstrated by NIVEA Lip Care products, which learn been extended with parvenu variants. The latest of these (Pearl and Shine) became the marketplace place leader in 2003. An event of product ontogeny is Visage Soft Facial Cleansing Wipes. grocery store research showed that women were looking for a freshly way to clean and feel their skin.The Wipes quickly took the bet one spot in the UK wipes market market. Market development is demonstrated by the launch of NIVEA deodorant into the UK and new markets in Europe. The UK launch was into a market dominated by Unilever. Following market research, NIVEA entered this market in a more specialist skincaring segment, positioning the deodorant so that it had the same values as the NIVEA cream. Diversification is shown by the development of NIVEA FOR MEN. This built on the strong brand. It recognised that men also use facecare products. The product rang e included shaving foam and gel, aftershave and moisturising lotion.Introduction Beiersdorf is the skincare business behind leading brands such as NIVEA, Atrixo and Elastoplast. Beiersdorfs initial product was NIVEA Cream, the first modern cosmetic product, now used by an estimated one billion people worldwide. Beiersdorf has helped to stay ahead of competition oer the last ten years by growing the business.Growth dividing line growth slew be measured by how it increases sales turnover, profits, market share, number and range of products, geographical spread or its number of employees. employmentes can grow from inside, by increasing their product range, or from outside, by getting other businesses. Beiersdorf has concentrated on the first route, called organic growth. It has developed new products established in new countries and expanded market share in its established markets. Its growth focuses on a relatively small number of key brands.Conclusion Beiersdorf is Europes lea ding skincare company. It has competed effectively by continually growing both its products and its markets.Ansoff s matrix Business writer Igor Ansoff suggested four possible directions for growth. Businesses can grow by marketing More of their salute products in present markets market penetration. New products into present markets product development. More of their present products into new markets market development. New products into new markets diversification. Ansoff showed these in a table. Any of these, or a combination, can be used for expansion.