INTRODUCTION 1. What is NIVEA? NIVEA is a well known in high quality skin and beauty care products.

It is a part of a range of brands produced and sold by Beiersdorf that founded in 1882.

2. Why NIVEA re-launching the NIVEA VISAGE YOUNG (NVY)? The company re-launched the NVY in June 2007 because further optimizing its position in the market. Optimized means the product has new formula, new design, new packaging and a new name. PRODUCT 1. How Nivea redesign the product? To understand the target market, Nivea identified group of people with the same characteristics (age/gender/attitude/lifestyle). NIVEA carries out its market research with consumers in a number of different ways. These include:i. ii. iii. Using focus groups to listen to consumers directly. Gathering data from consumers through a variety of different research techniques. Product testing with consumers in different markets.

2. How research can improve the product? Market research of Beiersdorf has identified younger consumer wanted more specialised face care that offered a beautifying benefit aimed at their own age group, rather than a solution to skin problems. This gives NVY provides unique bridge between teenage market and adult market.

3. How corporate responsibility can influence consumer to buy the product? Nowadays, most consumers concern about the product that reflects to environment. For instance, reduce packaging and waste, use natural resource in the formula, and increase opportunity for recycling. STRATEGIES 1. How use Marketing Mix in Nivea Visage Young (NVY) product launch? The uses of the marketing mix in product launch, NIVEA VISAGE emphasis on 4Ps. They are Product, Price, Place and Promotion.

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2. Product strategy? The company improve the product to make it more effective and more consumer-friendly. The testing resulted in a number of changes in existing products. These improvements includes changing the formula of the some products, introduce completely new products, new modern design to appeal to younger woman, and lastly change the size of the products.

3. Pricing strategy? Usually business uses 3 pricing strategies. There are cost based pricing, penetration price and price skimming. NVY is the leading skin care and effectively price leader, which set the price level that competitors will follow or undercut. Nivea needs regularly review prices to ensure its pricing remains competitive.

4. Place strategy? NVY focused on many distribution channels as possible to ensure the products delivered to the target market. The main channels are retail outlets where consumers expect to find skin care and also distributed to large grocery chains like ASDA, Tesco and Sainsburys.

5. Promotion strategy? NVY is consumer-led promotion. Nivea identifies ways of talking to teenagers and their mother directly. Nivea provide products samples that allow the consumer to touch and feel the products. NVY also launched an interactive online magazine called Fun, Young, Independent (FYI) to raise awareness of brands. CONCLUSIONS It is very important to understand the customer needs in order to make a product successful. NIVEA shown that its understand its consumers by produced differentiated product range in order to meet their needs. By using the Marketing Mix, NVY reached the targeted consumer in the right way by using both traditional method and more modern method.

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