Nivea Marketing Mix

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Marketing Mix of Nivea analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the business & marketing strategies of Nivea.

Let us start the Nivea Marketing Mix:

Product:

Products are the backbone for Nivea. In order to come up with products, once should understand about the market and what the market wants from the company. This is what Nivea works upon. They do extensive market research to understand what people want from Nivea. They adopt various techniques to gather information such as directly from customers or through product testing. One such example include introduction of Nivea Visage that targeted girls between the age group 13 to 19 years. This added to the success story of Nivea. Product line consists of skin care products, face care and personal care products. Under Skin care, it has Nivea crème, Nivea body, Nivea Hand and Nivea Baby. Under face care, it has Nivea Visage, Vital. Lip care and Nivea for men. Personal care includes Nivea Deo, Nivea bath care and hair care. This explains the product strategy in the marketing mix of Nivea.



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Price:

Pricing strategy plays an important aspect of marketing mix. In order to achieve company’s objectives, pricing should be done strategically to have required number of sales. Price of the products mainly depends upon production costs. Nivea take care of its customers that they are getting more value than what they are paying. When they re launch their product Nivea Visage, they brought it at higher prices because of new formula and packaging. There is a very unique strategy adopted by Nivea with their retailers. They have made a rule that they will sell the products to retailers at one price. Now, these retailers can in turn sell to customers at any price. Thus, you can find prices do differ at different places.


Place:

Nivea has a very strong distribution channel. Distribution channel plays vital role to make the products available to the customers. They do adopt various channels to reach out to the customers. Customers can buy Nivea’s products online which means they themselves need to take care of the promotional activities. But the mail channel for selling the products is the retail outlets. They have many outlets spread across the country where customers can directly choose the products based on his/her needs. It has been that around two-third of the sales happen through high street shops such as boots and Superdrug. One-third of the Nivea sales happen through grocery chains.


Promotion:

Nivea products are best in the skin and beauty care segment. It is because of the product quality that makes them the market leader. They use various promotional techniques to attract their customers. They follow above the line marketing technique i.e. they go for TV advertisements. They also follow below the line strategy such as trade fairs and promotional events. They also come up with online magazine named FYI- Fun, Young and Independent. They also have presence in social networking sites such as Facebook. This covers the entire Nivea marketing mix.


About Nivea:

Nivea is a German based company that specializes in body care and skin products. It is owned by Beiersdorf Global AG. The company was founded in the year 1882, by Paul Carl Beiersdorf. In the year 1890, Oscar Troplowitz bought Nivea and worked with Paul Gerson and Isaac Lifschutz, a German chemist to make a skin cream. Later on, Lifschutz developed Eucerit – a stable emulsion. The word Nivea comes from Latin word niveus which means snow-white. After 1980s, Nivea expanded its market and was available worldwide. Nivea has always tried to keep its products too close to its customers. They do understand customer’s needs & wants and make them happy with innovative products in skin and beauty care segments. The company is still growing and is coming up with new products. Nivea have already established their name in beauty and skin-care products and is widely recognised.


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