Nivea is an established brand in the manufacture of high quality beauty products. Beiersdorf is the company that markets the product range. NIVEA VISAGE Young is one of the new products in the Nivea product range. To ensure that the market embraces the product, Nivea developed an efficient market mix. The market mix helped in reaching the target market. in addition, the marketing mix enabled the company to achieve its marketing objectives.
It is vital for companies to produce products that satisfy the needs of their customers. Choosing the right product is the first step in the development of the marketing mix.
In creating a product strategy, a company should choose the right brand name, packaging, colors, and warranty (Gitman & McDaniel, 2008). This would ensure that the product meets the current and future expectations of the customers. NIVEA VISAGE Young targeted young girls aged between 13 and 19 years. NIVEA VISAGE Young would be the first skin care product that the teenage girls used.
The company packaged the product in smooth colors, which were attractive to teenage girls. This increased the sales of the product since most teenage girls buy beauty products when they are out with their friends. The girls’ mothers also buy the product for their daughters. NIVEA VISAGE Young enhanced the skin and beauty of the teenage girls.
The sole purpose of the existence of any company is to satisfy the needs of its customers. Therefore, it is vital for a company to ensure that it understands the needs of the customers. This would help in the formulation of products that meet the needs of the customers.
Companies usually use uniqueness to differentiate their products (Peppers & Rogers, 2010). NIVEA VISAGE Young strives to meet the needs of its target market. To this end, Beiersdorf conducted a market research to determine the market needs prior to the re-launch of the product.
Beiersdorf developed a marketing mix that would enable NIVEA VISAGE Young to conquer the market. The company undertook a market research to determine the needs of the target market prior to the re-launch of the product. This necessitated the company to undertake several changes on the packaging, formula of some products, and product descriptions. In addition, the company introduced two new products.
The market research helped in the determination of the right price of the product. Nivea set a price that enabled customers to get value for their money. Nivea did not make the product be unaffordable to the target market. Wrong pricing of a product reduces the competitiveness of a product. This is despite the fact that the product may be of high quality. In addition, it is vital for a company to use proper distribution channels.
The distribution channels determine the accessibility of the product to the target market. Nivea distributed approximately 65% of NIVEA VISAGE Young via large high street shops. The company distributed the remaining 35% of the product via large grocery stores that stocked beauty products. Nivea focused on below-the-line promotion, which helped in building relationships with customers. This is because below-the-line promotion involved communicating directly with consumers.
It is vital for a company to balance the four elements of the marketing mix. This is because all elements of the marketing mix have equal importance. Balancing the elements of the marketing mix helps in ensuring that all elements relate to each other. Nivea uses both the traditional and modern methods in the marketing mix.
The company distributes NIVEA VISAGE Young via high street shops. This is a traditional method of distributing high-end products. On the other hand, the company uses the social media to promote the product. Social media is a modern method of promotion. It is vital for Nivea to ensure that NIVEA VISAGE Young is desirable. The price of the product should be affordable to the target market.
Product promotion enables customers to have knowledge of the existence of the product. In addition, proper distribution channels enable consumers to access the product easily. Therefore, balancing the marketing mix enables the target group to receive the message of NIVEA VISAGE Young in the right manner. Balancing the marketing mix also helps in product positioning (Blythe, 2006).
Nivea strives to form relationships with its customers. Formation of good relationships with the teenagers would enable the company to create and acquire loyal customers who may use other products of the company when they enter adulthood. The company uses all elements of the marketing mix to form good relationships with the teenagers. In addition, Nivea strives to portray the use of its beauty products as a lifestyle. This improves Nivea’s brand name.
Nivea is a popular brand name in the manufacture of skin care products. Nivea developed a marketing mix to market NIVEA VISAGE Young. Balancing the marketing mix enabled the message of the product to reach of the right audience in the right manner. This helped in the creation of a pool of loyal customers who may be willing to buy other products of the company.
References
Blythe, J. (2006). Principles & practice of marketing. Mason, OH: Cengage Learning.
Gitman, L.J. & McDaniel, C.D. (2008). The future of business: The essentials. Mason, OH: Cengage Learning.
Peppers, D. & Rogers, M. (2010). Managing customer relationships: A strategic framework. Hoboken, NJ: John Wiley & Sons.