Nivea Marketing Mix: Nivea is a company that deals with personal-care products and is part of the FMCG industry. The German brand is of German origin. The Product was established through its founder Paul Beiersdorfin the year 1882. The brand was first introduced to the retail marketplace in 1911. Through the years, its management has changed owners, and, at present, it is a subsidiary of the leading firm Beiersdorf Global AG. Nivea is a well-established brand that specializes in cosmetics.
Marketing Mix Of Nivea
Marketing Mix Of Nivea is brand-based. In Marketing Mix Of Nivea, We will Learn About the four key elements of Marketing Mix: products, place, price, and Promotions. By paying attention to the following four components of the marketing mix, a business can maximize its chances of a product being recognized and bought by customers. We will be discussing Nivea Marketing Mix. Below is the detailed Marketing Mix Of Nivea.
Let’s talk about Nivea Marketing Mix.
Nivea Main Competitors
- Johnson & Johnson
- Amka Products
Nivea’s official website: www.nivea.com
Product in the Nivea Marketing Mix:
Nivea has established its brand as a wellness one by offering skin care products. In the beginning, it was a brand that provided products for women, but with time, it has broadened the scope of its product range to include both women and men of all age groups. The company’s innovative products in skincare and beauty are widely acclaimed for their high quality. Nivea produces and sells products that fall under the following categories:
- Face care- Face Cleaning, Lip Care
- Body care Deodorant and Shower and Body Care
- Males: Deodorant, Moisturizer, Shaving
- Sun – After the sun, Sun spray, Sun lotion
The most popular items in its product kitties include
- Nivea Soft Rose
- Nivea Peach Shine
- Nivea Creme Care Shower Gel
- the Original Care of Nivea
- Nivea Additional Whitening Repair Cells, As Well As The U.V. Protection Body Lotion
- Nivea Blackberry shine
- Nivea Men Active Care
- Nivea Care & Colour Red
- Nivea Energy Shower Gel
- Nivea Pink Shine
- Nivea Care & Colour Ruby Red
- Nivea Sensitive cooling After Shave Balm
- Nivea Watermelon Shine
- The Nivea Vitality Fresh Shower Gel
- Nivea Replenishing After Shave Balm
- Nivea Cherry Shine
- Nivea Pure Impact Shower Gel
- Nivea Oil Control Moisturiser
- Nivea Dark Spot Reduction Creme
- Nivea Sensitive Balm for Post-shave
- Nivea Refresh Shower Gel
- Nivea Cool Kick Shower Gel
- Nivea Active shaving foam
- Nivea Sensitive Shaving Foam
- Nivea Fresh Active After Shave Lotion
- It’s whitening for Nivea, even Tone, and Sun Protect Body Lotion
- Nivea Protect and Car Shaving Foam
- Nivea Cooling Shaving Gel
- The Nivea After Shave Lotion
- Nivea Nourishing Body Milk
- Nivea Dark Spot Reduction Moisturiser
Place in the Nivea Marketing Mix:
Nivea is a brand with a global reach that has extended its presence to over fifty nations, with its headquarters in Hamburg. It has also established an advanced skin research center in Hamburg.
It is a robust and robust distributor channel that allows the Product to be able to reach consumers quickly and effectively. The Distribution network is efficient and aids in lowering the cost of the products through the distribution services offered by distributors, retailers, and wholesalers. Nivea has a central distribution point. Products from multiple production plants are transported by contract vehicles. They are often used for later shipment of the products to retail outlets. The company does not work directly with smaller retailers; however, it does rely on wholesalers to expedite cost-savings.
Nivea sells its goods mainly through its retail outlets located throughout the nation. The products are readily available at supermarkets, discount outlets, convenience stores, hypermarkets, and supermarkets. The products of this renowned brand are also sold on the internet. Nivea does not offer products directly on its website since it’s costly to handle small orders. Instead, it has enlisted assistance from other retailers to offer its products on its websites.
Price in the Marketing Mix Of Nivea:
Nivea is a well-established brand that has good expansion potential in emerging markets. It has set up an expert team to conduct studies on market trends, and the experience and knowledge gained from it have helped to formulate an appropriate price policy. Every day, it has been working to increase the size of its sales share by implementing clearly defined price strategies. The company has targeted the middle-class population segment to get the maximum number of customers for its products. The company has managed to keep its prices affordable to appeal to a broader market.
Nivea offers its goods to retail stores for the same price and has implemented a continuous price policy. It’s the responsibility of retailers to decide on an appropriate price strategy suitable for their needs. Many retailers have stuck to a reasonable pricing structure to increase their revenue. To draw in new customers and retain previous ones, retailers provide various incentives, including discounts, free gift cards or products for free, and the lowest price on bulk purchases.
Promotions in the Nivea Marketing Mix:
Nivea is now a well-known brand across the globe due to its superior marketing policies. The colors of white and blue on its products have become synonymous with the brand and have paved the way for good brand recognition. The tagline is appropriate; for example, 100 years of skin care products for the rest of your life, and It protects the skin. Nivea has used the above-the-line method for advertising their products.
It has launched various advertising campaigns using print, social, and digital media. The ads are featured in magazines, newspapers, and beauty magazines, as well as on television and radio. The brand also makes its presence known through its e-portals and official website. The brand’s presence is evident on its Facebook, YouTube, and Twitter accounts. The company recently launched its online magazine FYI Fun, Young, and independent. The brand also employs a below-the-line approach by actively participating in promotions and trade exhibitions.
In 2008, the company became the official sponsor for Times Square New Year’s Ball Drop and Carson’s Countdown on New Year’s Eve featuring Carson Daly. In 2010, the debut of a new product was highlighted by Touch, a hit song performed by the famous performer Natasha Bedingfield, in its commercial. As part of a marketing campaign celebrating the 100th anniversary of its existence, the company held several events featuring the singer and actress Rihanna.
Nivea recognizes the significance of celebrity marketing and has enlisted numerous famous celebrities in the past to serve as spokespersons for its brand. Indian movie actress Anushka Sharma has been associated with the brand for six years. Arjun Rampal is connected to Nivea men’s products. Parineeti Chopra and, more recently, Taapsee Pannu has been its most well-known faces. Nivea Canada has appointed famous Ice dancing artist Tessa Virtue as its ambassador.
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