1.

Critically evaluate the assembly of a NIVEA marketing mix of the existing product
offering and give recommendations for mix optimization to gain traction with the
customers.
NIVEA VISAGE Young is a skincare range in the UK market designed to enhance the
skin and beauty of the teenage consumer rather than being medicated to treat skin
problems. As such, it has created a clear position in the market. This shows that NIVEA
understands its consumers and has produced this differentiated product range in order to
meet their needs.
2. To what extent, do you think NIVEA can rely on its brand alone for future growth?
Construct the strategies that you would recommend to Nivea’s marketing manager to
ensure continued success in the 21st century.
To bring the range to market, the business has put together a marketing mix. This mix
balances the four elements of product, price, place and promotion. The mix uses
traditional methods of place, such as distribution through the high street, alongside more
modern methods of promotion, such as through social networking sites. It makes sure
that the message of NIVEA VISAGE Young reaches the right people in the right way.
SBM-MCQ
1. A strong brand commands

a) Intense consumer loyalty

b) Intense employer loyalty
c) Intense employee loyalty
d) None of the above

2. "Worldwide Leader in Sports" is the tagline of

a) Star Sports
b) Ten Sports
c) ESPN
d) None of the above.

3. In strategic brand management, focus is on

a) Brand positioning
b) Brand marketing
c) Brand performance
d) All of the above
4. Which of the following statement is true?

a) Branding helps to organize inventory

b) Branding helps in getting a competitive advantage
c) Brand signals a certain level of quality
d) All of the above

5. Marketers can apply a branding on

a) Physical good
b) A service
c) A store and organization
d) All of the above

6. God's own country is a name given to

a) Madhya Pradesh
b) Kerala
c) Karnataka
d) None of the above
7. _________ is the first tourist board in India to register its brands.

a) Kerala tourism
b) Madhya Pradesh Tourism
c) Gujarat Tourism
d) None of the above

8. ___________is the added value endowed on services and products.

a) Brand value
b) Brand strategy
c) Brand equity
d) None of the above

9. There are __________ key elements of customer-based brand equity.

a) Four
b) Five
c) Three
d) None of the above
10. Brand equity is a result of

a) Similarity in consumer response

b) Differences in consumer response
c) a & b
d) None of the above

11. Differences in response are a result of

a) Consumers loyalty
b) Consumers liking
c) Consumer disliking
d) Consumer knowledge

12. Differential response by consumers resulting in brand equity can be seen in

a) Perceptions
b) Preferences
c) Behavior
d) All of the above
13. What is more important in brand equity?

a) Quality
b) Quantity
c) Customer perception
d) None of the above

14. A ____________ can be defined as the marketers vision of brand and what is should do for
consumers.

a) Brand exploration
b) Brand promise
c) Brand creation
d) None of the above

15. _____ can be explained as how easily and how often customers think of brand under several
consumption or purchase situations.

a) Brand salience
b) Brand performance
c) Brand Judgments
d) Brand Imagery
16. ___________ is how well the service or products fulfill customers functional needs.

a) Brand salience
b) Brand performance
c) Brand Judgments
d) Brand Imagery

17. _____________ explains the intrinsic properties of the service or product.

a) Brand salience
b) Brand performance
c) Brand Judgments
d) Brand Imagery

18 . _________ lays emphasis on customers own personal evaluations and opinions.

a) Brand salience
b) Brand performance
c) Brand Judgments
d) Brand Imagery
19. _____________ can be stated as customers' emotional reactions and responses with respect to
the brand.

a) Brand salience
b) Brand performance
c) Brand feelings
d) Brand Imagery

20. __________indicates the nature of the relationship customers share with the brand and the limit
to which they are in sync with.

a) Brand salience
b) Brand performance
c) Brand feelings
d) Brand Imagery

21. There are ______ main bases to choose brand elements.

a) Four
b) Five
c) Six
d) None of the above
22. The brand building components while choosing brand are:

a) Transferable, adaptable and protectable

b) Memorable, likable and meaningful
c) Both a and b
d) None of the above

23. The defensive elements while choosing brand are:

a) Transferable, adaptable and protectable

b) Memorable, likable and meaningful
c) Both a and b
d) None of the above

24. Lux, Taj and LG represent which brand element?

a) Transferable
b) Memorable
c) Adaptable
d) Likable
25. Amazon.com represents which brand element?

a) Transferable
b) Memorable
c) Adaptable
d) Likable

26. Lifebuoy represents which brand element?

a) Transferable
b) Memorable
c) Adaptable
d) Likable

27. "The Joy of Flying" is slogan of

a) Go AIr
b) Spice Jet
c) Kingfisher Airlines
d) Jet Airways
28. While designing holistic marketing activities, focus is on

a) Personalization theme
b) Integration theme
c) Internalization theme
d) All of the above

29. In _______ marketers make sure that brand and its marketing are relevant to maximum
customers, given no two customers are identical.

a) Integration marketing
b) Personalized marketing
c) Internal marketing
d) None of the above

30. _______ presumes consumers are aware of what they are looking for.

a) Permission marketing
b) Integration marketing
c) Internal marketing
d) None of the above