This includes the plan of action proposed after the discussion among team member to tackle the ‘A Comparative Study of Nivea, Amway and CavinKare with regard to Sales and Distribution Strategy’ Plan Overview
Brands Studied: Nivea, Amway
Industry: Fast Moving Consumer Goods
Segment: Body/Skin Care
Subject Matter: Sales & Distribution Strategy
A comparative study of the distribution networks, the ‘Place’ part of marketing mix, of Nivea(Beiersdorf, Germany), Amway (Amway Inc., USA) and Cavinkare is proposed along with the action plan for the same. These brands play an important role in the skin care sub-segment of Personal Care Segement under FMCG Industry.
About the Industry
The Body-Care market forms the sub-segment of Personal Care segment under the FMCG Industry. The total skin care segment in India is estimated to be around INR 5000 Cr (USD 1 Billion) out of which body care segment is around INR 1300 Cr (USD 290 mil) (Marico, 2012). An analysis of the drivers explains the factors for growth of the market which includes increase in disposable income, growth in men’s grooming segment, increase in awareness (media penetration), growth in rural segment and rise in organized retail. The players include Hindustan Unilever, L’Oreal, Himalaya, Lotus, Nivea and others.
The main objective in this project is to learn the distribution strategies of three brands namely- Nivea, Amway and CavinKare and compare them. The other objectives include: * Understand the Marketing Campaign of Nivea Inc., Amway Inc. and Cavinkare Limited from the company's perspective * Understand the distribution channel deployed, the organizational structure * Understand the target segment – segmentation, positioning and the...