It is important to get the promotional balance right. Nivea has reformulated many of its products for making them more effective e. The beauty industry is a 40 billion dollar enterprise, News Target, 2005 dedicated to helping women look their best so it is no wonder companies such as Nivea is re-evaluating their posture in the U. Cultural factors have a big impact on consumer behaviour. Price still remains one of the most important elements determining market there and profitability.
Market overview i Market demographics and needs 2. Strategy of Nivea in local region is to find as many outlets as possible so that it can enhance its sales. Finally, the last targeted market is the male market. Executive Summary … 3 2. This case study shows how a carefully balanced marketing mix provides the platform for launching and re-launching a brand onto the market.
The brand was able to exploit its knowledge of the skincare market. After evaluation the consumer will make product purchases that accommodate the need. And at the end all the departments will come. Direct mail, e-mail, media publicity, public relations, sales promotion and the internet are a few ways Nivea promote its products within international markets Hollensen, 2007. Marketing Strategies — Midterm 1. But there are some countries in the Asia and Oceania region where it has a big scope to achieve more market share and enhance its revenue. Growing prosperity made it possible for increasing number of people to travel.
Under the brand name of Nivea there are about 9 segments of products the company manufactures. This way it has been able to gauge the local customers' needs as well as services desired Official Website 2004. These strategies set out how the objectives would be achieved within the designated budget set by the management team. The tools involved to market effectively, and the consumers to market to construct a marketing model. Deodorants in Denmark 2009 Since the economic environment is currently quite uncertain, the company may have to examine two scenarios on whether the economy is heading for a double dip recession or whether the economy is about to experience growth. However, on the other hand, those changes have provides more opportunities to develop toy.
Describe the ' Nivea for Men' product range. The paper closes with a brief on implementation and control measures which Nivea would have to incorporate to ensure sound growth and back up in case of crisis. A marketing strategy sets the overall direction and goals for your marketing, and is therefore different from a marketing plan, which outlines the specific actions you will take to implement your marketing strategy. You should then answer the following questions, relating your responses to the case study where appropriate. Product innovation is the major driver to the branding strategy at Nivea Sun for achieving its long term objectives.
This sales promotion strategy includes the loss the fact that a product is sold at a lower price than its original cost, in order to attract a lot of consumers or the discount putting in place specials offers: one get one free? The company Nivea originated from Poland and was bought by German investors. The brand is categorized in awareness sets. Besides that, its cost leadership strategy is to offer the product at a price that is competitive as compared with other competitors such as Adidas Sports, Game Spirit Body Spray and Rexona Man Power whilst keeping its cost advantages. Skimming price : initially set high price for a new and unique product Price leader Nivea sets the price level that competitors will follow or undercut. Corporate functions are on regular basis where organizers are willing to spend generously. People who are outside the organization are customers but inside the organization are employees.
Substitutes of deodorants such as perfumes will also affect the need for deodorant in certain age groups. Students and corporate segments are important source of customer base. Since Nivea is available in all the product categories, it has highest market share as well. Beiersdorf completed buying back the confiscated trademark rights in 1997. As such, it has created a clear position in the market. Corporate Responsibility Reduce packaging and waste.
Research conducted by the American Society for Aesthetic Plastic Surgery in 2003 revealed that 8. The company could capitalize on short-term future opportunities. In doing so, this created more expansion opportunities in the skin care segment. Segment structural attractiveness - the segment must be profitable 3. Company objectives and resources - must be aligned with company objectives and resources Bases for Segmentation 1. Nevertheless, a message delivered in each touch point must be consistent. An advertisement is disseminated through one or more media and is paid for by the identified sponsor.
A good marketing strategy helps you define your vision, mission and business goals, and outlines the steps you need to take to achieve these goals. A little citric acid 5. The third category is social influences. In this respect the company can examine similar companies in the industry in which it can collaborate to produce products with stronger branding or better product appeal. This helped them set specific targets for increasing sales, growing market share and improving its brand image. Price Strategies Under this head the strategy of the company has been to reflect good value but at a premium price.