Market penetration Market development Essay

Beiersdorf has spread out in each possible direction. commercialize penetration is present by NIVEA oral fissure Care merchandises, which have been extended with refreshed-fangled variants. The latest of these (Pearl and Shine) became the food grocery leader in 2003. An example of product development is smiler Soft Facial Cleansing Wipes. securities industry research showed that women were looking for a mod way to clean and tone their skin.The Wipes readily took the second one spot in the UK wipes securities industry market. Market development is demonstrated by the launch of NIVEA deodorant into the UK and juvenile markets in Europe. The UK launch was into a market dominated by Unilever. Following market research, NIVEA entered this market in a more(prenominal) specialist skincaring segment, positioning the deodorant so that it had the same values as the NIVEA cream. variegation is shown by the development of NIVEA FOR MEN. This built on the strong brand. It recogni sed that men withal used facecare products. The product range include shaving foam and gel, aftershave and moisturising lotion.Introduction Beiersdorf is the skin care business behind leading brands such(prenominal) as NIVEA, Atrixo and Elastoplast. Beiersdorfs first product was NIVEA Cream, the first modern cosmetic product, at once used by an estimated one zillion people worldwide. Beiersdorf has helped to stay ahead of rivalry over the last ten old age by growing the business.Growth rail line growth rotter be calculated by how it increases sales turnover, profits, market share, number and range of products, geographical spread or its number of employees. crinklees can grow from inside, by increasing their product range, or from outside, by acquiring other businesses. Beiersdorf has concentrated on the first route, called organic growth. It has developed new products constituted in new countries and grow market share in its established markets. Its growth focuses on a comparatively small number of key brands. deduction Beiersdorf is Europes leading 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 selling to a greater extent of their present products in present markets market penetration. mod products into present markets product development. much of their present products into new markets market development. New products into new markets diversification. Ansoff showed these in a table. any(prenominal) of these, or a combination, can be used for expansion.