Case NIVEA Study Example | Topics and Well Written Essays - 250 words

NIVEA - Case Study Example Nivea is an example of a consumer-led business enterprise; this means its consumers are the ones who ultimately determine all marketing efforts by identifying their perceived wants. The key parts of a marketing mix are product (consumer-led), price (cost), placement (convenience) and promotions (communications to create awareness the product exists). All the parts have to work together to make a marketing strategy very effective. Being consumer-driven, any product must satisfy a consumer want or need; the price must be reasonable and affordable; convenience means the product can be found easily and obtainable in all distribution outlets and finally, communications to make people know a product they are looking for is available. A correct balance of the 4Ps of this marketing mix is necessary to make selling efforts a success; one key element that is lacking or out of whack makes the entire marketing useless. In this connection, the strongest P is the product of Nivea which has acquired a nice reputation over the years as a reliable and safe product for a skin care routine; consumers are not sensitive to the price as they are willing to pay a premium for it; moreover, people are also aware of the product and no need to promote it actively. Its weakest P or link is the placement or distribution channel. Product – Nivea has acquired a good reputation for product safety and quality. This is the companys greatest asset which is its excellent brand name and in this regard, it can exploit it by adopting aggressive pricing to position the re-launched product as a premium item. It may be necessary to re-define this product as good for sensitive young skin (teenagers) and not really for treatment of skin problems like acne or pimples (it is not a medicated skin product that causes adverse reactions like skin allergies, itchiness or redness); it is really intended for