CUSTOMER SATISFACTION WITH THE CHILDREN'S LINE OF THE NIVEA BRAND

In the marketing concept, achieving business objectives by identifying the needs and desires of the customer market is of key importance. The company must be more successful than the competition in delivering products, and customers must be more satisfied with their products. The main objective was to determine how satisfied customers are with the products of the Nivea brand and with its children's line of products, as well as what the brand and loyalty to it mean to them. The basic assertion in this thesis is that for a brand to be successful, the company must have a well-established policy.

Problem

In the marketing concept, achieving business objectives by identifying the needs and desires of the customer market is of key importance. The company must be more successful than the competition in delivering products, and customers must be more satisfied with their products. The company must also know the needs of its customers, as only in this way can it offer them what they are looking for, want and need.

Modern companies are becoming increasingly aware of this, as customer satisfaction and loyalty are of key importance for successful business operations and maintaining the brand. Precisely because of this, they devote more and more attention to factors that are in any way connected with customer satisfaction and loyalty. The Nivea brand, with its many years of experience, is well aware of how important customer satisfaction and loyalty are, as it remains at the top of the list of best-selling skin care products. On the basis of well-established objectives and vision, it has become a global brand that is known throughout the world.

As it celebrated its 100th anniversary this year, they decided that we should check how satisfied customers in our country are with its products and how loyal they remain to this brand. We were particularly interested in how Nivea advertises its products and how its marketing communication strategy is defined, as well as how it maintains the loyalty of its customers.

Results

The main objective was to determine how satisfied customers are with the products of the Nivea brand and with its children's line of products, as well as what the brand and loyalty to it mean to them. The basic assertion in this thesis is that for a brand to be successful, the company must have a well-established policy. At the same time, it must constantly monitor the satisfaction of its customers.

The theoretical part of the thesis consists of a presentation of the brand and its marketing communication strategy, as well as a definition of customer satisfaction and loyalty, for which various literature and data available on the internet were used. The empirical part was carried out with research on satisfaction and use of the Nivea brand, namely with a survey questionnaire that was distributed among random visitors in one of the shops in the shopping centre.