Marketing Nivea
Marketing Management | NIVEA | | | | Deanne Dharmai | 5/20/2012 | |
TABLE OF CONTENTS
1. Executive Summary … 3
2. Introduction … 4
3. Marketing Mix … 5
4. Ansoff Matrix … 8
5. BCG Matrix … 12
6. STP … 13
7. Promotion Strategies … 14
8. Conclusion … 16
9. Reference … 17
EXECUTIVE SUMMARY
Nivea as is a leading skin care brand in the world. This report is based on how Nivea uses the various marketing strategies to improve their sales, create a brand name and promote their products.
Its starts with a brief introduction of what Nivea is. It further goes on to give the history of Nivea, and how Nivea has evolved ever since. The report further goes on to explain how Nivea uses the four P’s of marketing that is product, price, place and promotion by giving the example of Nivea Visage Young range of products.
Next in the report is a brief explanation about how the Ansoff matrix works, and how Nivea uses this matrix to analyse if they should develop new products, open up new markets or just lauch new marketing campaigns.
Following this the report talk about the Boston Consulting Group and which products of Nivea are star products or the cash cows, the question marks or the dogs. It helps Nivea to understand and analyse how to increases their profits and where best they should allocate their profits.
Lastly the report goes on to explain the various promotion activities carried out by Nivea in order for them to have a large market share and create a strong brand name.
INTRODUCTION
Nivea was first introduced in 1911. It was unique water in oil emulsion; this formula set them aside from their competitors as they used a base mad of fat. It was a multipurpose crème which was sold at very reasonable price making it readily available to the customers. This gave them a strategic edge as the other creams were mostly targeted to the upper class
TABLE OF CONTENTS
1. Executive Summary … 3
2. Introduction … 4
3. Marketing Mix … 5
4. Ansoff Matrix … 8
5. BCG Matrix … 12
6. STP … 13
7. Promotion Strategies … 14
8. Conclusion … 16
9. Reference … 17
EXECUTIVE SUMMARY
Nivea as is a leading skin care brand in the world. This report is based on how Nivea uses the various marketing strategies to improve their sales, create a brand name and promote their products.
Its starts with a brief introduction of what Nivea is. It further goes on to give the history of Nivea, and how Nivea has evolved ever since. The report further goes on to explain how Nivea uses the four P’s of marketing that is product, price, place and promotion by giving the example of Nivea Visage Young range of products.
Next in the report is a brief explanation about how the Ansoff matrix works, and how Nivea uses this matrix to analyse if they should develop new products, open up new markets or just lauch new marketing campaigns.
Following this the report talk about the Boston Consulting Group and which products of Nivea are star products or the cash cows, the question marks or the dogs. It helps Nivea to understand and analyse how to increases their profits and where best they should allocate their profits.
Lastly the report goes on to explain the various promotion activities carried out by Nivea in order for them to have a large market share and create a strong brand name.
INTRODUCTION
Nivea was first introduced in 1911. It was unique water in oil emulsion; this formula set them aside from their competitors as they used a base mad of fat. It was a multipurpose crème which was sold at very reasonable price making it readily available to the customers. This gave them a strategic edge as the other creams were mostly targeted to the upper class
References: 1. Rowley, J1998,”Promotion and marketing communications in the information marketplace”, vol. 47, no. 8, pp 383-387. 2. . http://www.marketingweek.co.uk/fa-signs-nivea-as-sponsor/3010524.article 3. http://www.scribd.com 4. Dibb,S,Simkin,L 1991,”Targeting,Segments and Positioning”, International Journal of retail and Distribution management, vol. 19,no. 3 5. (tutor2u.net/business/strategy/ansoff_matrix.htmCached - Similar