The use of the marketing mix in product launch
A NIVEA case study

Page 1: Introduction

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NIVEA is an established name in high quality skin and beauty care products. It is part of a range of brands produced and sold by Beiersdorf. Beiersdorf, founded in 1882, has grown to be a global company specialising in skin and beauty care. In the UK, Beiersdorf's continuing goal is to have its products as close as possible to its consumers, regardless of where they live. Its aims are to...
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Page 2: Product

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The first stage in building an effective mix is to understand the market. NIVEA uses market research to target key market segments which identifies groups of people with the same characteristics such as age/gender/attitude/lifestyle. The knowledge and understanding from the research helps in the development of new products. NIVEA carries out its market research with consumers in a number of...
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Page 3: Price

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Lots of factors affect the end price of a product, for example, the costs of production or the business need to maximise profits or sales. A product's price also needs to provide value for money in the market and attract consumers to buy. Pricing strategies There are several pricing strategies that a business can use: cost based pricing this can either simply cover costs or include an element...
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Page 4: Place

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Place refers to: how the product arrives at the point of sale. This means a business must think about what distribution strategies it will use where a product is sold. This includes retail outlets like supermarkets or high street shops. It also includes other ways in which businesses make products directly available to their target market, for example, through direct mail or the...
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Page 5: Promotion

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Promotion is how the business tells customers that products are available and persuades them to buy. Promotion is either above-the-line or below-the-line. Above-the-line promotion is directly paid for, for example TV or newspaper advertising. Below-the-line is where the business uses other promotional methods to get the product message across. Promotional activities Promotional activities...
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Page 6: Conclusion

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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. To bring the range to market, the...
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