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NIVEA VISAGE YOUNG - Marketing Mix

nivea
by

Alena Waitkus

on 16 September 2013

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Transcript of NIVEA VISAGE YOUNG - Marketing Mix

NIVEA VISAGE YOUNG - Marketing Mix
Topic 1
Agenda
Introduction
Product
Price
Place
Promotion
Conclusion


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

Introduction
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

Introduction Re-launch


Beiersdorf‘s market research
people with the same characteristics
development of new products

Young consumers
-> products for normal skin

Re-launch: product line = more effective
+ consumer friendly

Product


Different pricing strategies:
-Cost based pricing
-Penetration price
-Price skimming

Price was higher on re-launch

Price leader -> responsible for watching the market

Difference between retailers‘ price strategies and NIVEA‘s price strategy


Price

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

Place


-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,
newspaper advertising


Promotion

-20 % of the younger target group bought products for themselves
-Mums bought the products in supermarkets
-NIVEA used a central distribution point
Branding
Direct
mail
Public
Relations (PR)
Sales Promotion
Events or trade fairs
Promotion activities
Keyword: Consumer-led
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!
Conclusion
Full transcript