Friday, January 21, 2011

NIVEA VISAGE YOUNG

Nivea is a high quality skin and beauty care brand, it is part of a range of brands produced and sold by the German company Beiersdorf, founded in 1882. Over the past 10 years the company has grown consistently and rapidly through a carefully controlled and well managed expansion of its portfolio of products.
Its aims are to understand its consumers in its many different markets and delight them with innovative products for their skin and beauty care needs.
Nivea is consumer-led, this helped it to grow into one of the largest skin care brands in the world.



Now I am going to explain the role of promotion within the marketing mix of nivea visage young

Market research showed an opportunity in the market for the launch of NIVEA VISAGE YOUNG as part of the Nivea visage range. The idea was to offer a comprehensive selection of products aimed at young women. Target market: girls 13 – 19 years. The range helps to fight the puberty skin, showing a healthy and beautiful skin.
The role of promotion within the marketing mix is as follow
§  Products and services
§  Price
§  Place
§  Promotional objectives

Product and service
Nivea Visage has generally products of good quality. it looks very carefully at the target group looking at age, gender, lifestyle and attitude. Because of this it has a whole range of products to offer.
On their webpage it is indicated that over 150 dermatological and cosmetic researchers, pharmacists and chemists are constantly working to improve established products and come up with new ones.

Product range
It carries out its market research with consumers in a number of different ways; these include:
ü  Using focus groups to listen to consumers directly (to see how they feel about the product, what could be done better etc)
ü  Gathering data from consumers through a variety of different research techniques (e.g. the internet)
ü  Product testing with consumers in different markets (to show the affectivity of the product offered, and to see how they feel about it)




The company improved products of NVY to make it more effective and more consumer-friendly.
Before finalising the re-launch of Nivea visage Young Beiersdorf tested the improved products on a sample group from its target audience, this test gave some ideas for improvements:
ü  going natural, using instead of alcohol, natural sea salts in one product and minerals in others.
ü  Change the design, making it more modern and softer with a flower pattern
ü  Introducing two completely new products that fit perfectly in the Nivea Visage Young range
ü  Changing product descriptions and introducing larger pack sizes, giving the impression of cheaper but still good quality products.

With all of these changes NVY meets much better the needs of market.
Some of these changes had a great commitment to the environment corporating responsibility approach aims to; reduce packaging and waste (larger pack sizes), using more natural products (minerals and sea salts in formulas) and increase opportunities for recycling (using recyclable plastic in its containers)

‘Skin that is softer and more beautiful is ultimately more touchable, so the physical and emotional benefits are very closely linked,’
This is exactly what Nivea Visage Young wants the youngsters to feel and that has an emotional aspects on them, wanting to look healthy and beautiful.
At that particular age youngsters want to look good and want to do everything to get rid of impurities Nivea makes use of this, giving them the right products with high quality at affordable prices.


PRICE
The price is an important aspect for the profit.  If it is not in balance with the quality of the product, it can give a wrong impression. This is why NYV ensures that its pricing remains competitive. Being the price leader, it has to set the price level that competitors will follow or undercut.
On their webpage Nivea claims that their products are of a quality level that some competitors offer for ten times the price. Here we clearly see that Nivea goes for the strategy of positioning their products as being of quality at affordable prices. Trying to give the impression of “the best choice for the whole family’’.
This goes along with the fact that discounts on Nivea products are often found e.g. last week at the Kruidvat: Nivea visage young Facial cleaner 1+1 for free.
It also uses the penetration technique, initially setting low prices to ensure a high volume of sales. Also setting high prices for a new and unique product, (skimming price).
NIVEA VISAGE Young’s pricing strategy now generates around 7% of NIVEA VISAGE sale.

Nivea has to deal with competitors as: Garnier, Dove and Johnson & Johnson. However, among these the brand takes care that it does not appear to charge less so that the image of being a quality brand remains believable for customers. A successful strategy!

Place

The place is one of the most important factors when selling products. Nivea visage young does a great job on choosing their places, by looking where the target group is established.
The products are virtually found everywhere. They are located on the shelves of pharmacies, but also in supermarkets such as Albert Heijn. But also shops like Etos and Kruidvat. Through this distribution strategy Nivea appears as a brand that is easily available for all kinds of people and of course all kinds of families who care of good quality, whether they buy by Albert Heijn or by Etos. Nivea does this because of the fact that for Nivea visage young the family e.g. the mothers a very important factor are. Its distribution strategies also consider the environmental impact of transport. Nivea has chosen to sell their products online only trough their retailers’ website in order to cut costs.



Research showed that the majority of purchasers are actually made by mums, buying for teenagers; they are more likely to buy the product from supermarkets. Research also showed that around 20% of the youngsters target market buys products for themselves in the city stores when shopping with friends. E.g. etos.

Promotion
Promotion is very important for every business, without promotion there is no publicity, without publicity there is no sale.
There are two kinds of promotion; above the line or below the line. Above the line promotion is directly paid for, e.g. TV, newspaper advertisement.

Nivea Visage Young decided not to use much the above the line promotion, they do have a couple of commercials, but this is not the main promotion way.
 Instead of this it uses below the line promotion. It realises that ‘one way’ messages, using TV or the press, is not as effective as talking directly to the girls.

Some of the promotional activities are:
Events or trade fairs helps to launch a product to a wide audience. Events may be business to consumer (B2C) whereas trade fairs are business to business (B2B).Direct mail can reach a large number of people but is not easy to target specific consumers cost-effectively, but giving these kind of information they know they will be recognized.
PR: their way of communicating with its stakeholders, using newspaper press releases. Other PR activities include sponsorship of high profile events to create recognition.
It chooses promotional strategies that reflect the lifestyle of its audience and the range of media available. It is consumer-led. The idea is to identify ways of talking to teenagers (and their mums) directly.

  

How do they do this?
1.    Using product samples. These allow customers to touch, feel, smell and try the products.  During 2008 an amount of one million samples were giving away, through ‘goody bags’, stores and websites. By doing this Bierersdof attempts to develop a deeper connection between Nivea Visage Young and the target teenage girls segment.
2.    Launching an interactive online magazine called FYI (fun, young and independent) to raise awareness of the brand. Concept: to give teenagers the confidence to become young adults and to enjoy their new-found independence. Using Nivea visage Young as the ‘first skin care routine.
3.    Using e-marketing; myspace, facebook, bebo etc. it has promoted a Hit4UK chat show and the TMF digital TV chat show and the TMF digital TV all con making use of the power of new media as part of the mix to grow awareness amongst the girls.
4.    Giving event promotions around the world e.g. 2007’ NGO Rock Challenge, promoting awareness of healthier lifestyle choices among students. This enabled the company to get directly involved in their target teenages segment and work closer to them. And getting information and feedback from its target market while promoting their brand.



Consequently we can say that consumer led promotion aims to make repeat purchases and keep customer loyal to the company in the long run. A survey carried out by the Readers Digest quotes that NIVEA which has been voted as one of the most trusted brands in 15 countries.

Nivea visage young has created a clear position in the market by  putting together a marketing mix. This mix balances the four elements showed above; the 4 P’s. Using traditional methods as place: such as distribution through the high street, alongside more modern methods of promotion. e.g. through social networking sites. Making sure that the message of Nivea Visage Young reaches the girls and have a good influence on them.


The main aims of Nivea Visage Young are: to give the girls the products needed to feel confident and beautiful.
To make profit and establish their name in the Beauty Industry by making use of the all above written factors.

here are a couple of commercials :

introducing NIVEA VISAGE YOUNG



the secret for clear soft skin,  trust NIVEA YOUNG.
doing a commercial with a pretty celebrity is very smart, because the teenage girls
would like to look like her, by using the same beauty products.




1 comment:

  1. will not get sales so our first task is how to convince doctor to promote and prescribe your medicine.Read this amazing article you will know all the detail to promote and convince your doctor. imp source

    ReplyDelete