Nivea Visage Young is a skin care product launched in 2005 targeted at teenage girls. It aims to provide a non-medicated skin care routine to keep skin healthy and beautiful. The skin care market in India has grown significantly, especially among youth and women. Nivea uses market research to understand customers and develop products like Nivea Visage Young that meet the needs of specific demographic segments without focusing on skin problems. The marketing strategy for Nivea Visage Young includes competitive pricing, wide distribution, and engaging promotion techniques like product samples.

2. STRATEGIC MANAGEMENT
PRESENTED BY :
Group no: 14
KETAN SINGH : BBA015046
MONTY SINGH : BBA015049
PRAMOD KOLAJANGAM : BBA015050

3. OVERVIEW OF THE INDUSTRY
• Urban India accounts for a
considerable market share in the sales
of premium skin care products.
• India's Skin Care Market has been
growing with a CAGR of 16.4% for
the last five years and is projected to
more than double by the year 2021.
• Keeping in point of individuality and
personal grooming & care, the
youngsters, women, men, etc. fuelled
the sales in the skin care market.

4. OVERVIEW OF THE COMPANY
• The NIVEA brand is one of the most
recognized skin and beauty care
brands in the world.
• NIVEA crème was first introduced in
1911.
• NIVEA brand now extends to 14
product ranges worldwide from sun
care to facial moisturizers, deodorant
and shower products.

5. • NIVEA is an established name in high
quality skin and beauty care products.
• It is part of a range of brands produced
and sold by Beiersdorf.
• Beiersdorf, founded in 1882, has
grown to be a global company
specializing in skin and beauty care.
• Its aims are to understand its
consumers in its many different
markets and delight them with
innovative products for their skin and
beauty care needs.

6. OVERVIEW OF THE PRODUCT
• Nivea Visage Young was launched
by its parent company in 2005.
• Nivea Visage Young helps girls to
develop a proper skin care routine
to help keep their skin looking
healthy and beautiful.
• Nivea Visage Young is a skin care
range targeted at girls who do not
want medicated products but want
a regime for their normal skin.

7. 4 P’s
of
Nivea….

8. PRODUCT STRATEGY
• Nivea uses market research to target
key market segments which identifies
groups of people with the same
characteristics such as
age/gender/attitude/lifestyle.
• Nivea Visage Young provides a
unique bridge between the teenage
market and the adult market.
• The company improved the product
to make it more effective and more
consumer-friendly.

9. • It uses more natural products by
including minerals and sea salts in
the formula.
• Increase opportunities for
recycling - by using recyclable
plastic in its containers.
• Competitor products tend to be
problem focused and offer
medicated solutions. This tends to
increase the market share of Nivea
as Nivea targeted at girls who do
not want medicated products but
want a regime for their normal
skin.

10. PRICE STRATEGY
• As NIVEA VISAGE Young is one of
the leading skin care ranges meeting
the beautifying needs of this market
segment, it is effectively the price
leader.
• The pricing strategy for NIVEA is not
the same as that of the retailers. It sells
products to retailers at one price.
• NIVEA VISAGE Young’s pricing
strategy now generates around 7% of
NIVEA VISAGE sales.

11. PLACE STRATEGY
• Nivea Visage Young aims to use as many
relevant distribution channels as possible
to ensure the widest reach of its products
to its target market.
• Around 65% of NIVEA VISAGE Young
sales are through supermarkets and retail
outlets.
• NIVEA distributes through a range of
outlets that are cost effective . Its
distribution strategies also consider the
environmental impact of transport.

12. PROMOTION STRATEGY
• The promotion of NIVEA VISAGE
Young is consumer-led.
• A key part of the strategy is the use of
product samples. These allow customers
to touch, feel, smell and try the
products.
• Communication channels are original
and engaging to enable teenagers to
identify with Nivea Visage Young.
• In each market they implement “perfect
local execution” with local agency
affiliates.

13. SEGMENTATION
• Demographic :
Nivea Visage Young has a variety
of products ranging from kids to
teenagers to adults and also the old.
• Behavioral :
It is a brand that looks after the
personal and skincare needs of
people.

14. • Geographic :
In India, Nivea Visage Young
mostly concentrates on cities. So in
India it is majorly an urban skin care
product.
• Psychographic:
Nivea Visage Young falls under
the category of Lifestyle products .
People feel good and look good after
using these products.

15. TARGET MARKET
• Nivea Visage Young as the
name suggests targets the
younger slot of customers.
• It basically exists for the
teenage girls and young
woman.
• Nivea Visage Young provided
those needs by targeting at
girls who do not want
medicated products but want a
product for their normal skin.

16. POSITIONING OF THE PRODUCT
MARKETGROWTHRATE
RELATIVE MARKET SHARE
CASHCOWSTARS
DOGQUESTIONMARK

17. SWOT ANALYSIS
V/S

18. STRENGHT
• Well known brand
• Designed for young
women.
• Re-invented the product.
• Great promotional
strategies.
• Increased Market share.
• Includes a sub-brand.
• Monetary assistance
provided.
• High growth rate.
WEAKNESS
•Less market share.
•Targets a particular
segment of the society
•Product range is
expensive.
•Product range is
average.
•Includes a lot of
chemicals.
•Packaging is
average.

19. OPPORTUNITIES
THREATS
•Can increase market
share by creative
marketing.
•Reduce the cost of the
product.
•Introduce a new
product in this range
•Can improve the
packaging .
•Introduce a new
product in this range.
•Can avoid harsh
chemicals.
•New Competitor in
the market.
•Not many sub brands,
one scandal can
destroy the whole
brand image.
•Price competition
among branded
manufacturers.
•Demand for natural
products can cause a
reduction in sales.

20. CONCLUSION
• Nivea Visage Young is a skincare range
in the UK market designed to enhance
the skin and beauty of the teenage
consumer rather than being medicated
to treat skin problems.
• As such, it has created a clear position
in the market. This shows that Nivea
understands its consumers and has
produced this differentiated product
range in order to meet their needs.
• To bring the range to market, the
business has put together a marketing
mix.

21. BIBLOGRAPHY
•www.google.com
•www.nivea.com
•www.businesscasestudies.co.uk
•www.assignmenttwonivea