Marketing Business Report Nivea Whitening Cream (Hd Assignment)

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Marketing Business Report
Nivea

Clarissa Nathania

Table of contents
Executive Summary……………………………………………………………….………………4 1.Industry……………………………………………………………………………………….....5 2.Company………………………………………………………………………….……….…….5 3. The Macroenvironment ………………………………………………….……………………..6 3.1 Demographic Environment…………………………………………………………....6 3.2 Economic Environment……………………………………………………………….6 3.3 Natural Environment…………………………………………………….…………….7 3.4 Cultural Environment………………………………………………………………….7 4. Microenvironment……………………………………………………...……………………….8 4.1 Customer………………………………………………………………………………8 4.2 Competitors……………………………………………………………………………8 5. Target Market…………………………………………………………………………………...9 5.1 Demographic…………………………………………………………………………..9 5.2 Psychographic………………………………………………………………………..10 6. Product

6.1 Core Product…………………………………………………………………………10 6.1 Actual Product……………………………………………………………….………11 6.2 Augmented Product………………………………………………………………….11 6.3 Branding Strategy………………………...……………………………………….....11 6.4 Packaging…………………………………………………………………………….12 6.5 Labelling……………………………………………………………………………..13 7. Positioning…………………………………………………………………………………….13

8. The Marketing Mix……………………………………………………………………………14 8.1 Product ………………………………………………………………………………14

8.2 Price …………………………………………………………………………………14

8.3 Promotion…………………………………………………………………………….14

8.4 Place………………………………………………………………………………….15 9.Conclusion……………………………………………………………………………………..15 References………………………………………………………………………………………..16

Executive Summary:
This paper will discuss about Nivea is a global skin and body care brand that is owned by the German company Beiersdorf which was founded in 1882 that sells whitening cosmetic products in Indonesia. Indonesia has the fifth largest number of population in the world and experiencing rapid economic growth recently which increase number of upper class and middle class family. Nivea wants their product to deliver message of “mildness,” “reliability,” “gentleness,” “trusted”, “skin friendly,” “protection,” “high quality,” and “value for money” and “skin care leader product.” It creates branding strategy based on the name of Nivea in terms of Latin which means snow. Most packaging are using blue and white color to show snow characteristic. Nivea uses bolder color in packaging for men but uses softer color packaging for women. The product packaging is usually simple yet elegant along with affordable price which creates sense of Nivea products to be simple, friendly, accessible and gentle like a snow. Furthermore, in order to make the positioning strong, the marketing mix must be all consistent with the positioning. Product, promotion, price and place are all aligned with the Nivea position as friendly, gentle, trusted, reliable, affordable and accessible skin care leader product. The result of strength in research, development as well as identifying product opportunity in market along with all consistent marketing mix aligned with position has created Nivea Whitening products to be successfully sold in Indonesian market.

1. Industry
The cosmetic industry had growth rapidly during the last decades. During the 20th century, the popularity of cosmetics increased rapidly. Cosmetics are also increasingly used by girls at young age and today, the industry is not just focusing on women but also for men who are concerned with how they look. In the Asian cosmetic industry, whitening products are very popular because of the perception of Asian culture that associate white with youthful and cleanliness and international cosmetic company began to see this as an opportunity. (Eshun & He, 2004) 2. Company

Nivea is a global skin and body care brand that is owned by the German company Beiersdorf. The company was founded on March 28, 1882 by pharmacist Carl Paul Beiersdorf. The name of Nivea was derived from the Latin word “nix, nivis” which means snow. Nivea offers cosmetic products with mid range price and aims at young female and male target...
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