The document summarizes Nivea Visage's Career Enhancement Program for 2016. It lists the group members and provides an overview of Nivea Visage as a skin care brand owned by Beiersdorf. It discusses Nivea Visage's products, segmentation targeting younger consumers, and marketing strategies including pricing, placement, and promotional activities like product sampling and social media marketing. The document also includes a SWOT analysis and recommendations to help Nivea Visage adapt to emerging markets while maintaining its brand image.

1. NIVEA VISAGE
CAREER ENHANCEMENT PROGRAM 2016
GROUP MEMBER
1. AARTI KUWAR
2. GAYATRI SABALE
3. SANDEEP BARGALE
4. VINOD BOBADE
5. NISHA MANERI
6. SAYALI THA
7. DEVYANI CHAUDHARI
8. JAYPRAKASH GIRI
9. ROHAN PARDESHI
CASE STUDY REVIEW

2. INDENTIFY BUSINESS
 NIVEA VISAGE is owned by Beiersdorf, a German Company. The brand
is dedicated to skin and body care products of all kinds.
 Beiersdorf ranked fifth in global beauty and personal care market in 2013,
with a value share of 3%.
 A key challenge for the company is that it is up against strong competitors
in the shape of L’Oreal, Procter and Gamble, and Unilever, which have a
wider category and geographic presence, and significant resources to invest
in product development and marketing.
 It is one of the best skin care brands in the world and it started operations
in India in 2006 as a 100 % affiliate of the global cosmetics & toiletries
giant Beiersdorf AG

3. Parent Brand – NIVEA VISAGE
 NIVEA comes from Latin word meaning ‘snow-white’. The name does
justice to the idea of beautiful skin, that the brand spreads though its
products.
 NIVEA Crème was introduced to the world in December of 1911. At
that time it was found in a tin yellow box.
 In 1924, the company developed a new approach to advertising. The
new campaign of ‘NIVEA Boys’ introduced a new image which still
exists in its blue and white presentation of all Nivea Products. The blue
signifies sympathy, harmony, friendship and loyalty. The white signifies
external cleanliness as well as inner purity.
 The brand presents itself as a skin care solution for both men and
women. It has a wide range of products that cater to various segments
of skin care market, like - body care products, sun care products, hand
care products, men’s face wash, female face care products, talc and
deodorants, shower soaps and body wash and lip care.

4. Brand Awareness
 Nivea is the world's largest skincare brand with a strong international presence in
around 170 countries and an enviable reputation.
 Most trusted brand in Germany, 2001-2004, Readers Digest
11-Mar-16

5. Nivea Visage
 Introduced in 1982 as a face cleanser (mildness)
1987
• Introduced a beauty
fluid (liquid
moisturizer)
1989
• Changed the
packaging: from
plastic to glass
• Altered the logo for
Nivea Visage
• Moisturizing day and
night crème
1991
• First anti-age products
1998
• Q10 used in Nivea
Visage line – Anti
wrinkle cream
2005
• Products with Q10
Plus- to reduce and
prevent wrinkles

6. CONTEXT ANALYSIS
11-Mar-16
In there report we analyze the marketing mix of Nivea Visage. Nivea Visage how innovative product pursuing in
the Global market.
Nivea Street Product is Low Involvement product in the sense is Expensive
Nivea Has developed the Consumer led product
Nivea analyzed the PLC to bring about innovative changes in their Product

7. 11-Mar-16
NIVEA values research as it is
the base of product innovation.
NIVEA was actually originated
by research discovery of
emulsion. Development of new
product
INTERNAL CONTEXT EXTERNAL CONTEXT
In order to maintain its brand
promise of offering the superiour
and innovative product,
launched online magzine FYI to
connect to people

8. NIVEA STP ANALYSIS
SEGMENT: Personal skin care Product
TARGET GROUP: Middle class all age group Teenage girls and there Mums
POSITIONING : Positioning in platform of Gentle care and wellness

9. SWOT ANALYSIS
1.NIVEA Visage is a
globally brand
2.NIVEA Visage is huge
Brand recall and
equity
3. Very Strong
Distribution network
4.Excellents Advertising
like free sample
STRENGTHS
1. Special target
oriented
2. NIVEA Visage is
perceived as winter
creams
3. Increase competition
of winter crème
WEAKNESS
1.Well reputed and
Established BRAND
2. Opportunities to
increase market share
3. Regular Review of
Compitore product
4. Invention product
introduced in product
OPPORTUNITIESE
1.Popularity of other skin
care product
2. Using Marketing
strategy
THREATS

10. NIVEA - segmentation
Segmentation is done on the following basis:
NIVEA VISAGE has
products within its
range for everyone –
from kids to young
men & women to
mature & old people.
It is a brand that
looks after the
personal and
skincare needs of
people.
In India NIVEA
VISAGE mostly
concentrates on Tier
1 cities. So in India
it is majorly an
urban skin care
product.
NIVEA VISAGE
falls in the category
of lifestyle products.
People feel good
and look good after
using the products.
Demographic
Psychographic
Geographic
Behavioral

11. NIVEA –Target customers
MEN WOMEN
Age >33 26-32 18-25 >33 26-32 18-25
Income High Medium Low High Medium Low
Price Sensitivity Low Medium High Low Medium High
Life Style High High Medium High High Medium

12. Marketing Program
PRODUCT
• Nivea Visage has expanded significantly to offer a comprehensive choice of
moisturizing, protection and care expertise in the face, body, hand, lip, sun
screen and deodorant markets.
• The company improved their product to make it more effective
• Young consumer the product for normal skin
• Changing the formula of product and introduced completely new product effective
than Rivals
• A changing design and using modern pack size design with a flower pattern

13. PRICING
Nivea Visage has one of the leading price maker of skin care market. It is
undoubtedly the price leader .
Nivea has regular review of competitor prices. Nivea has been using various pricing
strategies.
 Reasonable prices so that consumer perceives a balanced cost-benefit relationship
 Using cost based price
 Penetration of price
 Using price skimming strategy for innovative product

14. PLACE
11-Mar-16
Uniform Pricing Strategy for Retailers
Retailers have freedom to use other Strategy for a sale
NIVEA products are sold through large shops, high street shop, grocery shops, supermarket
NIVEA used a Central Distribution Channel

15. PROMOTION
 The promotion of NIVEA VISAGE YOUNG is consumer-led. Using various below-the-line routes, NIVEA
identifies ways of talking to teenagers (and their mums) directly.
 A key part of the strategy is the use of product samples.
 In each market, they implemented ‘perfect local execution’ with local agency affiliates
 Simple, plain & informative ads
 Printed a booklet for internal use detailing its brand philosophy, called the ‘Blue Bible’
.
 Loss leader strategy
11-Mar-16

16. Possible Solution Of Marketing Strategy
11-Mar-16STEVENS B SCHOOL
 Create an event using marketing and tester
•e.g. Flash mob with people hired to wear paper bag
Applying the Guerrilla marketing along with the buzz marketing
• Design sticker with a paper bags and catchy phrase
“STOP HIDING ! SHOW YOURSELF ! NEVER DOUBT YOURSELF ! NEVER DRY OUT ! NIVEA PURE EFFECT’
 Use Product placement
•E.g. Information TV series
•Street product advantage
•Make characterized use of product
Prepare Pure effective FACEBOOK Fan page
•Independent form of NIVEA Fan page in order to make it more “visible”
•Ability to put off info about the product

17. Recommendations
 Though Nivea is growing in emerging market, it has a tough competition
with other skin care brands.
 To become a global brand, the product adaptation has to be done
 For this, no sacrificing of the brand image of quality & care
 Adapt as per the consumer profile of the nation
 Pricing: For emerging market, the price needs to be fine-tuned
11-Mar-16

18. 11-Mar-16
Free Hand Out sample
• At junior High school College and University wrapped in little paper bag

19. CONCLUSION
Balance the marketing mix
Company focused the more on some Ps
Out of box thinking
Learned about the cutting cost management view

20. THANK
YOU
11-Mar-16