MARKETING MANAGEMENT

Answer
1. Product:
Product is perfect, there are different techniques which NIVEA uses to do
market research.
The Product innovation is led by consumer demand and consumer desire.
Such as:
 Product testing in markets
 Focus groups are used
 Gathering data through different surveys

2. Price:
As we know NIVEA is the price leader, whatever price it sets will the market
will set to give competition.
As we know NIVEA VISAGE young is used by teenage girls or the mothers who
buy it for their daughters, the pricing should be a little concern as new teenage
girl won’t be spending that much of money as they have started the skin care
regime for first time even if product is value for money.

3. Place
Place is most important thing to be kept in mind. Mostly Nivea products are
seen in supermarkets, Malls and Chemists shop as well. Nowadays due to
Covid crisis the online shopping comes in the picture. Many people prefer
buying it online.
NIVEA also distributes product through a range of outlets as well which is cost
effective which also reach the highest number of consumers.

4. Promotion
They should also promote above the line and below the line
Above the line examples are:
Television
Newspaper advertising.
Below the line examples are:
Events or Trade fair
PR activities helps the most and also Sponsorship in big names such as Formula
1 or World Cup.

Answer:
2.
NIVEA is a strong brand in itself and it can stand alone on its own.
Strategies I would suggest to getting success in 21 st century are:
 Social Media promotion, as it has the power to change the game alone.
 Combo Offers attract a lot of customers.
 Online shopping is at peak in this crisis so best way to sell products at
value for money price.
 Putting up stalls for sample products near colleges where teenage girls
can easily access it.