NIVEA VISAGE

CAREER ENHANCEMENT PROGRAM 2016

GROUP MEMBER

1. AARTI KUWAR

2. GAYATRI SABALE

3. SANDEEP BARGALE

4. VINOD BOBADE

5. NISHA MANERI

6. SAYALI THA

7. DEVYANI CHAUDHARI

8. JAYPRAKASH GIRI

9. ROHAN PARDESHI

CASE STUDY REVIEW

INDENTIFY BUSINESS

NIVEA VISAGE is owned by Beiersdorf, a German Company. The brand

is dedicated to skin and body care products of all kinds.

Beiersdorf ranked fifth in global beauty and personal care market in 2013,

with a value share of 3%.

A key challenge for the company is that it is up against strong competitors

in the shape of L’Oreal, Procter and Gamble, and Unilever, which have a

wider category and geographic presence, and significant resources to invest

in product development and marketing.

It is one of the best skin care brands in the world and it started operations

in India in 2006 as a 100 % affiliate of the global cosmetics & toiletries

giant Beiersdorf AG

Parent Brand – NIVEA VISAGE

NIVEA comes from Latin word meaning ‘snow-white’. The name does justice to the idea of beautiful skin, that the brand spreads though its products.

NIVEA Crème was introduced to the world in December of 1911. At that time it was found in a tin yellow box.

In 1924, the company developed a new approach to advertising. The new campaign of ‘NIVEA Boys’ introduced a new image which still exists in its blue and white presentation of all Nivea Products. The blue signifies sympathy, harmony, friendship and loyalty. The white signifies external cleanliness as well as inner purity.

The brand presents itself as a skin care solution for both men and women. It has a wide range of products that cater to various segments of skin care market, like - body care products, sun care products, hand care products, men’s face wash, female face care products, talc and deodorants, shower soaps and body wash and lip care.

Brand Awareness

Nivea is the world's largest skincare brand with a strong international presence in

around 170 countries and an enviable reputation.

Most trusted brand in Germany, 2001-2004, Readers Digest

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Nivea Visage

Introduced in 1982 as a face cleanser (mildness)

1987

• Introduced a beauty fluid (liquid moisturizer)

1989

• Changed the packaging: from plastic to glass

• Altered the logo for Nivea Visage

• Moisturizing day and night crème

1991

• First anti-age products

1998

• Q10 used in Nivea Visage line – Anti wrinkle cream

2005

• Products with Q10 Plus- to reduce and prevent wrinkles

CONTEXT ANALYSIS

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In there report we analyze the marketing mix of Nivea Visage. Nivea Visage how innovative product pursuing in

the Global market.

Nivea Street Product is Low Involvement product in the sense is Expensive

Nivea Has developed the Consumer led product

Nivea analyzed the PLC to bring about innovative changes in their Product

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NIVEA values research as it is

the base of product innovation.

NIVEA was actually originated

by research discovery of

emulsion. Development of new

product

INTERNAL CONTEXT EXTERNAL CONTEXT

In order to maintain its brand

promise of offering the superiour

and innovative product,

launched online magzine FYI to

connect to people

NIVEA STP ANALYSIS

SEGMENT: Personal skin care Product

TARGET GROUP: Middle class all age group Teenage girls and there Mums

POSITIONING : Positioning in platform of Gentle care and wellness

SWOT ANALYSIS

1.NIVEA Visage is a

globally brand

2.NIVEA Visage is huge

Brand recall and

equity

3. Very Strong

Distribution network

4.Excellents Advertising

like free sample

STRENGTHS

1. Special target

oriented

2. NIVEA Visage is

perceived as winter

creams

3. Increase competition

of winter crème

WEAKNESS

1.Well reputed and

Established BRAND

2. Opportunities to

increase market share

3. Regular Review of

Compitore product

4. Invention product

introduced in product

OPPORTUNITIESE

1.Popularity of other skin

care product

2. Using Marketing

strategy

THREATS

NIVEA - segmentation

Segmentation is done on the following basis:

NIVEA VISAGE has

products within its

range for everyone –

from kids to young

men & women to

mature & old people.

It is a brand that

looks after the

personal and

skincare needs of

people.

In India NIVEA

VISAGE mostly

concentrates on Tier

1 cities. So in India

it is majorly an

urban skin care

product.

NIVEA VISAGE

falls in the category

of lifestyle products.

People feel good

and look good after

using the products.

Demographic

Psychographic

Geographic

Behavioral

NIVEA –Target customers

MEN WOMEN

Age >33 26-32 18-25 >33 26-32 18-25

Income High Medium Low High Medium Low

Price Sensitivity Low Medium High Low Medium High

Life Style High High Medium High High Medium

Marketing Program

PRODUCT• Nivea Visage has expanded significantly to offer a comprehensive choice of

moisturizing, protection and care expertise in the face, body, hand, lip, sun screen and deodorant markets.

• The company improved their product to make it more effective

• Young consumer the product for normal skin

• Changing the formula of product and introduced completely new product effective than Rivals

• A changing design and using modern pack size design with a flower pattern

PRICING

Nivea Visage has one of the leading price maker of skin care market. It is

undoubtedly the price leader .

Nivea has regular review of competitor prices. Nivea has been using various pricing

strategies.

Reasonable prices so that consumer perceives a balanced cost-benefit relationship

Using cost based price

Penetration of price

Using price skimming strategy for innovative product

PLACE

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Uniform Pricing Strategy for Retailers

Retailers have freedom to use other Strategy for a sale

NIVEA products are sold through large shops, high street shop, grocery shops, supermarket

NIVEA used a Central Distribution Channel

PROMOTION

The promotion of NIVEA VISAGE YOUNG is consumer-led. Using various below-the-line routes, NIVEA identifies ways of talking to teenagers (and their mums) directly.

A key part of the strategy is the use of product samples.

In each market, they implemented ‘perfect local execution’ with local agency affiliates

Simple, plain & informative ads

Printed a booklet for internal use detailing its brand philosophy, called the ‘Blue Bible’

.

Loss leader strategy

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Possible Solution Of Marketing Strategy

11-Mar-16STEVENS B SCHOOL

Create an event using marketing and tester

•e.g. Flash mob with people hired to wear paper bag

Applying the Guerrilla marketing along with the buzz marketing

• Design sticker with a paper bags and catchy phrase

“STOP HIDING ! SHOW YOURSELF ! NEVER DOUBT YOURSELF ! NEVER DRY OUT ! NIVEA PURE EFFECT’

Use Product placement

•E.g. Information TV series

•Street product advantage

•Make characterized use of product

Prepare Pure effective FACEBOOK Fan page

•Independent form of NIVEA Fan page in order to make it more “visible”

•Ability to put off info about the product

Recommendations

Though Nivea is growing in emerging market, it has a tough competition with other skin care brands.

To become a global brand, the product adaptation has to be done

For this, no sacrificing of the brand image of quality & care

Adapt as per the consumer profile of the nation

Pricing: For emerging market, the price needs to be fine-tuned

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11-Mar-16

Free Hand Out sample• At junior High school College and University wrapped in little paper bag

CONCLUSION

Balance the marketing mix

Company focused the more on some Ps

Out of box thinking

Learned about the cutting cost management view

THANK

YOU

11-Mar-16