Marketing Business Report Nivea Whitening Cream (Hd Assignment)
Marketing Business Report
Nivea
Clarissa Nathania
Table of contents
Executive Summary……………………………………………………………….………………4
1.Industry……………………………………………………………………………………….....5
2.Company………………………………………………………………………….……….…….5
3. The Macroenvironment ………………………………………………….……………………..6
3.1 Demographic Environment…………………………………………………………....6
3.2 Economic Environment……………………………………………………………….6
3.3 Natural Environment…………………………………………………….…………….7
3.4 Cultural Environment………………………………………………………………….7
4. Microenvironment……………………………………………………...……………………….8
4.1 Customer………………………………………………………………………………8
4.2 Competitors……………………………………………………………………………8
5. Target Market…………………………………………………………………………………...9
5.1 Demographic…………………………………………………………………………..9
5.2 Psychographic………………………………………………………………………..10
6. Product 6.1 Core Product…………………………………………………………………………10
6.1 Actual Product……………………………………………………………….………11
6.2 Augmented Product………………………………………………………………….11
6.3 Branding Strategy………………………...……………………………………….....11
6.4 Packaging…………………………………………………………………………….12
6.5 Labelling……………………………………………………………………………..13
7. Positioning…………………………………………………………………………………….13
8. The Marketing Mix……………………………………………………………………………14
8.1 Product ………………………………………………………………………………14
8.2 Price …………………………………………………………………………………14
8.3 Promotion…………………………………………………………………………….14
8.4 Place………………………………………………………………………………….15
9.Conclusion……………………………………………………………………………………..15
References………………………………………………………………………………………..16
Executive Summary:
This paper will discuss about Nivea is a global skin and body care brand that is owned by the German company Beiersdorf which was founded in 1882 that sells whitening cosmetic products in Indonesia. Indonesia has the fifth largest number of population in the world and experiencing rapid economic growth recently which increase number of upper class and middle class family. Nivea wants their product to deliver message of “mildness,” “reliability,”
Nivea
Clarissa Nathania
Table of contents
Executive Summary……………………………………………………………….………………4
1.Industry……………………………………………………………………………………….....5
2.Company………………………………………………………………………….……….…….5
3. The Macroenvironment ………………………………………………….……………………..6
3.1 Demographic Environment…………………………………………………………....6
3.2 Economic Environment……………………………………………………………….6
3.3 Natural Environment…………………………………………………….…………….7
3.4 Cultural Environment………………………………………………………………….7
4. Microenvironment……………………………………………………...……………………….8
4.1 Customer………………………………………………………………………………8
4.2 Competitors……………………………………………………………………………8
5. Target Market…………………………………………………………………………………...9
5.1 Demographic…………………………………………………………………………..9
5.2 Psychographic………………………………………………………………………..10
6. Product 6.1 Core Product…………………………………………………………………………10
6.1 Actual Product……………………………………………………………….………11
6.2 Augmented Product………………………………………………………………….11
6.3 Branding Strategy………………………...……………………………………….....11
6.4 Packaging…………………………………………………………………………….12
6.5 Labelling……………………………………………………………………………..13
7. Positioning…………………………………………………………………………………….13
8. The Marketing Mix……………………………………………………………………………14
8.1 Product ………………………………………………………………………………14
8.2 Price …………………………………………………………………………………14
8.3 Promotion…………………………………………………………………………….14
8.4 Place………………………………………………………………………………….15
9.Conclusion……………………………………………………………………………………..15
References………………………………………………………………………………………..16
Executive Summary:
This paper will discuss about Nivea is a global skin and body care brand that is owned by the German company Beiersdorf which was founded in 1882 that sells whitening cosmetic products in Indonesia. Indonesia has the fifth largest number of population in the world and experiencing rapid economic growth recently which increase number of upper class and middle class family. Nivea wants their product to deliver message of “mildness,” “reliability,”
References: Bilgram, V., Bartl, M., & Biel, S. (2011). Getting closer to the consumer: How nivea co-creates new products Fuller, T. (14, May 2006). A Vision of Pale Beauty Carries Risks for Asia 's Women . The New York Times. Retrieved from http://www.nytimes.com/2006/05/14/world/asia/14thailand.html?_r=2&pagewanted=all Goon, P., & Craven, A Grandiosa, R. (2008, February 12). Indonesia ladies and skin whitening cream products Retrieved from http://roffigrandiosa.hubpages.com/hub/Indonesia-Ladies-and-Skin-WhiteningProducts Kotler, P., Brown, L., Burton, S., Deans, K., & Armstrong, G. (2010). Marketing. Pearson. Lee, D Radelet, S., Sachs, J., & Lee, J. (1997). Economic Growth in Asia. Manuscript submitted for publication, Harvard University, Retrieved from http://www.cid.harvard.edu/archive/hiid/papers/ecgasia.pdf Reischer, K.& Koo, K (2004) Keller, K. L. (2003). Strategic brand management: building, measuring, and managing brand equity. (pp. 22-25). New York: Prentice Hall. Skin Inc. (23, June 2009). Global skin lighteners market to reach $10 billion by 2015. Retrieved from http://www.skininc.com/spabusiness/global/48898927.html Superbrands Thomas, P. (2005, June 01). Behind the label: Nivea moisturising lotion. The Ecologist, 5(6), 34-38.