Analysis of the factors affecting successful launch of the chosen cosmetic product on the Croatian market

Kozmetičko tržište predstavlja važnu industrijsku granu. Upotreba proizvoda za njegu i higijenu te dekorativne kozmetike i parfema svake godine bilježi rast. Tome doprinose tehnološki napredak, velika tehnološka ulaganja i stalne inovacije koje omogućuju krajnjim potrošačima izbor velike lepeze proizvoda (Tidd i Bessant, 2013). Široka konkurencija, velik izbor brandova i fluktuacija proizvoda na tržištu zahtijevaju pažljivo i promišljeno proširivanje asortimana uvođenjem novih proizvoda. Kako bi se smanjio rizik od neuspješnosti uvođenja proizvoda na neko tržište, potrebno je razmotriti relevantne čimbenike koji bi mogli imati odgovarajući utjecaj. Za potrebe ovog rada odabran je kozmetički proizvod Nivea Men Ulje za bradu. Istraživanje je provedeno pretraživanjem dostupne literature i članaka, dubinskim intervjuom s brand managerom i anketiranjem putem online upitnika. Na temelju svih provedenih istraživanja predlaže se detaljnija razrada strategije za uvođenje novog proizvoda na tržište kako bi se ostvarili uspješni poslovni rezultati. Osim početnog istraživanja tržišta, neophodno je odrediti čimbenike koji bi mogli utjecati na uspješnost lansiranja novog proizvoda na neko tržište – društvene, osobne i psihološke.The cosmetic market is an important industry. The use of care and hygiene products, cosmetics and perfumes has grown over the years, due to technological improvement, major technological investments and constant innovations that enable end consumers to choose from a large range of products. Wide competition, a large selection of brands, product fluctuations on the market, require careful and thoughtful expansion of the product range with the introduction of new products. In order to reduce the risk of product failure, it is necessary to consider facts that could have an impact. For the purpose of this work, the cosmetic product Nivea Men Beard Oil was selected. The research was conducted by searching the available literature and articles, conducting an in-depth interview with the brand manager and interviewing men via an online questionnaire. Based on all the research, it is proposed to elaborate the strategy for launching new product on the market in order to achieve successful business results. In addition to the initial market research, it is necessary to identify factors that could affect the success of a new product launch in a market - social, personal and psychological