Nivea's Marketing Strategy & Case Study
Nivea could also be a decade-old beauty routine and skin support brand headquartered in Hamburg, Germany. After a couple of years of creation, the brand is canopy 173 countries around the world, with 50 products. Subsequently, it established its division in India, in 2005.
This case study of Nivea includes its marketing strategies, marketing mix, digital presence, social media marketing, and its campaigns. So with none further ado, let’s begin by understanding the company .
About Nivea
Nivea could also be a German care brand that focuses on body care. The brand first began its cream-based production in 1911.
Initially, it developed its stable oil-and-water skin cream, boomed as a brand with numerous products, and now's a household name globally. Primarily, Nivea catered to women and marketed products that grabbed women’s attention. Later, the brand repositioned itself and launched Nivea Men, and with its brilliant campaigns and meticulous marketing strategy the brand came out with flying colors .
Despite economic hardships and a competitive environment the brand continued to grow and initiated umbrella brands under Nivea, to call a few of Nivea family, Nivea Men, and Nivea bath care. It includes categories like body care, face care, sun care, Nivea men and much of more during this category. In recent years, Nivea has boarded various famous individuals for its campaigns on traditional media and digital media.
Now that we've an understanding of the company , let’s understand Nivea’s marketing mix..
Marketing Mix of Nivea
A marketing mix could also be a mixture of various strategies that an organization uses to advance the interest for its image or product offerings. The marketing mix includes the 4P’s – Product, Price, Place, and Promotion. Let’s examine the marketing mixture of Nivea:
Product Strategy of Nivea
Today, customers focus on confiding in additional dependable brands, service benefits, and are buyer-driven.?
To interest its shoppers with new products Nivea does a broad examination to specialize in key market sections which recognize similar gatherings of people with similar qualities like age, attitude, personality, and so on. It completes its market search in various manners which incorporates research strategies, utilizing focus groups to tune to purchasers straightforwardly; gathering information from shoppers, and merchandise testing in these sectors.?
For instance, from market surveying, the organization had the selection to make up that youthful female buyers required a marvel item that keeps up their typical skin and not a cured product. From this data, the brand built up the Nivea Visage Young to affect the issues .
Price strategy of Nivea
Pricing plays a very vital role in a company’s marketing mix. The cost of a product should be decided deliberately to have the required number of sales. The price of the products mainly depends upon the production costs.?
Nivea, with its highly intelligent market research teams, has worked towards developing its market share by practicing curve some pricing strategies.?The brand has kept its prices reasonable so it can attract a larger audience.
Nivea believes in a persistent pricing policy as it has focused on the working-class part of the population to cater to the most extreme consumers for its products. The brand has kept its costs sensible to take into account a larger crowd.?
Place & Distribution Strategy of Nivea
Nivea may be a global brand, it's a presence in additional than fifty countries worldwide. it's a robust channel .
Nivea’s distribution is cost-effective because it sells its products to large retailers. it's not feasible for the brand to directly sell to small retailers because the volume of products sold won’t be cost-effective. they need numerous outlets spread round the world where consumers can straightforwardly pick the things hooked in to his/her necessities. because of the ever-rising technology, consumers can directly order from the Nivea website, and products are dispatched from its nearest Nivea warehouse.
Promotion Strategy of Nivea
To spread the communication to its larger audience, Nivea uses?
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Nivea also incorporates the use of events, for instance , product launches, direct mails, PR , branding, and sales advancement. During the merchandise launches, the brand onboards well-known celebrities and VIPs. Partnering the merchandise with a big-name artist is that the key to drawing children to get the merchandise . Nivea has roped in several celebrities as its brand ambassadors like Anushka Sharma, Arjun Rampal, Parineeti Chopra, Taapsee Pannu, etc. Also, the brand provides offers and discounts on various products.
Marketing Strategy of Nivea
Nivea features a wide selection of products; it's segmented itself as personal and skincare products. Its target group is that the middle-class catering to all or any age groups and genders. it's products for every age bracket at a reasonable price. the most focus of Nivea’s marketing strategy is brand extension, to remain before its competitors.?
They productively use both traditional media and digital media in their marketing. They advertise on television and newspapers for his or her different products, as there are still consumers in India who are engaged with traditional media.?
Bollywood stars like Anushka Sharma, Taapsee Pannu, Parineeti Chopra, and Ranveer Singh are related to Nivea for advertising. In recent times they’ve extensively tried Influencer marketing on social media to draw in more consumers with challenges, trends, etc.
Marketing Campaigns of Nivea
The purpose of selling campaigns is to market its products through different mediums like television, radio, print, and online platforms to succeed in its clients, consumers and provides out its communication. Let’s dive into Nivea’s best advertising campaigns:
?Just Like Maa – A Marketing Campaign of Nivea
Mothers Day campaign #JustLikeMaa was to understand the love of those who didn’t give us birth but loved us a bit like our moms. This campaign was administered on a digital platform, developed by DigitasLBi.?
The ad had 1.5 million views and comments that included ‘beautifully touched’, ‘emotional’, ‘ unconditional love defined within the purest form’, and lots of more. Actors like R Madhvan, Genelia D’souza Deshmukh, and Shilpa Shetty Kundra took to Twitter to precise their feelings regarding the campaign.
Unlock Your Sparkle – A Marketing Campaign of Nivea
#UnlockYourSparkle featured the new face of Nivea – Parineeti Chopra, for the young girls to flaunt uniquely. The campaign revolved round the Nivea Original ointment with 6 lively colors. Each lip care color carried its own personality. The 6 different films skilled various personalities of their TG.
Digital Marketing Strategy of Nivea
Apart from actively branding their products on television, Nivea features a well-built social media presence with a fantastic digital marketing strategy handled by Madison Media Omega.
Conclusion
‘World’s No. 1 Skincare Brand’ as Nivea is known with its old-school ingredients, could also be a household name globally. it's already established its name in beauty and skin-care products and is widely known .?
It has systematically segmented its consumers, has positioned its products well and has been marketing all its products in several ways. The price proposition which they’ve developed with their consumers has made them happy, satisfied, and constant towards Nivea.?
The brand has meticulously strategized its expansion in umbrella products so as that it can cater to customers of all ages and sectors. With the whole world being on digital media, Nivea can attract more customers by introducing more interactive campaigns and consumer engagement activities.
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Upwork Top Rated Freelance Writer| Copywriter| Christian Fiction Writer | Data Privacy and Protection Law Enthusiast | Church Girl Author
2 年This is so insightful. Thank you