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NIVEA VISAGE YOUNG - Marketing Mix
Transcript of NIVEA VISAGE YOUNG - Marketing Mix
NIVEA VISAGE Young (NVY) is a brand by Beiersdorf
->founded in 1882
Goal: have product as close as possible to its consumers
Aims: understand customers
-> Strengthen trust in Beiersdorf brands
Beiersdorf in general
Found a gap in the market; skin and beauty care products for young people
->launch of NVY in 2005
Target market: girls aged 13-19
By launching: use of an effective balance of Product, Price, Place, Promotion
Introduction Why NVY?
Re-launch in 2007
-> due to decline phase
New formula, new design, new packaging
Beiersdorf‘s market research
people with the same characteristics
development of new products
-> products for normal skin
Re-launch: product line = more effective
+ consumer friendly
Different pricing strategies:
-Cost based pricing
Price was higher on re-launch
Price leader -> responsible for watching the market
Difference between retailers‘ price strategies and NIVEA‘s price strategy
How does the product arrive at the POS?
Where is the product sold?
NIVEA uses as many distribution channels as possible
65 % of sales were achieved by high street shops
35 % of sales are achieved by large grocery chains
-Business tells the customer that products are available
-Two ways to tell the customer:
1. below-the-line: using other methods like events, trade
fairs, direct mail and the strength of the brand
2.above-the-line: directly paid for, such as television,
-20 % of the younger target group bought products for themselves
-Mums bought the products in supermarkets
-NIVEA used a central distribution point
Events or trade fairs
Various below-the-line routes:
Distribution of product samples at events and through the web page
NIVEA set up an own online magazine called FYI (Fun, Young & Independent)
Presented news via social network sites
Different welcome pages according to the country (e.g. UK, Australia in the WWW)
Designed to enhance the skin and beauty of teenage consumers
Created a clear position in market NIVEA understands its customers
NIVEA‘s marketing mix uses traditional methods alongside more modern methods
Promotion such as social networking sites
Ensure that the message of NVY reaches the right people in the right way!