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Conclusion
Strenghts:
Weaknesses:
- Brand awareness
- No animal testing
- Focus on needs and wants
Integrated Marketing Programme
Marketplace and Customer Needs
Market defenition
Product
Price
Benefits
Core product:
Customer based Pricing strategy:
Smelling good, feeling fresh and being comfortable.
Actual Product:
1980's New products (NIVEA deo)
- Quality: No alocohol of parabens
- Design and packaging:
Men:
Bottles are straight, dark tones with stripes
women:
Curved bottles, white background
people who purchase NIVEA
Retailers apply their own pricing strategies
- Brand name/logo: Good visible, bright blue with white letters.
Augmented Product:
Guarantee
What retail shops and countries
PG10
Place
Promotion
Promotion
Via media: internet, television, newspapers, magazines etc.
Distribution center
Wholesalers / retailers
Production plants
People who have the money to buy NIVEA
Sales
Public Relations
150 affiliates
Sponsoring different events or shows
São Paulo, Brazil
People interested in NIVEA
Newsletters
Direct marketing
Customer Driven Marketing Strategy
Short Brand Overview
Demographic
Behavioral
Psychographic
Geographic
Marketplace and Customer Needs
Worldwide sales, can be acquiered anywhere
Needs and Wants
Focuses on consumer responses, enormous width of products
Simple variety through countries
Target audience: men from the age of 16 to 50
Women from the age of 16 to 50
Focussed on 2 target audiences with different products
Men: not sweating and comfortable
Women: smooth and silky
1940
1911
1930
1882
1991
Competitive advantage
- Remove alcohol
- No animal testing
Positioning statement
- “Developing innovative products for new markets means responding to both global trends and the wishes of local consumers. All over the world”
Glenn Büttcher
Michiel van Barneveld
Danin Kochan
Wessel Jaegers
Thomas Spanhaak
Sana Amari
Marianne Pelot
Marjolein Toemen
Martyna Mickeviciute