The document discusses Nivea, a German skincare company founded in 1882. It then explains the product life cycle and marketing mix as they relate to Nivea Men Maximum Hydration Body Lotion. The product is currently in the growth stage of the life cycle. Marketing involves promoting the product's benefits over competitors to increase sales and customer loyalty through promotions to build brand loyalty.

1. Product life cycle w.r.t Marketing mix

2.  Nivea is a German based company that specializes in body care
and skin products
 Owned by Beierdolf Global AG
 Founded in the year 1882 by Paul Carl Beiersdolf
 After 1980 Nivea expanded its market and was available
worldwide
 The company is still growing and is coming up with new
products
 Nivea has established their name in beauty and skin-care
products

3.  It refers to set of actions, or tactics that a company uses to
promote its brand or product in the market
Price, Product, Promotion and Place make up a typical
marketing mix
Other vital mix elements include Packaging, Positioning and
People

4.  A product life cycle is the typical stages a product goes through its life time

5. The product was first an idea, in the process of being manufactured
or not yet for sell (Nivea Body Cream Maximum Hydration)
Nivea Men Maximum Hydration Body Lotion is a fast-absorbing and
non-greasy daily moisturizer.
It has been specifically developed to provide intensive nourishment
for normal to dry skin
The marketing mix for this stage includes ways to bring awareness
of the product to customers(men) through campaigns and special
promotions.

6. NIVEA BODY CREAM hits the market and inters introduction stage of the
product life cycle
The new product is still new to customers(men) hence sales are generally low
Marketing expenses are high (Advertising on Tvs, magazines and websites, social
media)
Pricing strategies can be used to enhance the image of the product.
The place where the product is going to be sold

7. At this stage customers(men) become aware of the product
and sales increase
Marketing the product involves showing MEN how the
body cream benefits them over other body creams sold by
other competition
The performance of the body cream increases customer
turn-outs. Maintaining product intensive nourishment
quality.
The place penetration strategy- tapping into new location
and doing promotions (expansion)

8. The product gains over its competitors( e.g Vaseline for
men)
Marketing mix- involves efforts to build customer loyalty
Customer loyalty is accomplished with special promotions
and incentives to customers.( eg giving an additional
100ml- increasing quatity )

9. The product market is over saturated, the sales reach the peak
Marketing mix and marketing efforts decline
If NIVEA body cream brand has generated loyal customers, the company can
retain customers during this stage but does not attract new sales from new
customers
The marketing mix that remains at this stage focuses on reinforcing the brand
image of the product.( product quality improvements)