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BE200 TMA01 Spring 2013 - Cut-off date: April 22 2013
TMA 01
Case Study
NIVEA is an established name in high quality skin and beauty care products. In the UK, NIVEA’s continuing goal is to have its products as close as possible to its consumers, regardless of where they live.
Question1:
The NIVEA brand is one of the most recognized skin and beauty care brands in the world. NIVEA creme was first introduced in 1911 and the NIVEA brand now extends to 14 product ranges worldwide from suncare to facial moisturisers, deodorant and shower products.
a- Identify the key elements of a customer-driven marketing strategy used by NIVEA and give examples of how NIVEA used a customer- driven marketing strategy.
b- Discuss marketing management orientations that guide marketing strategy.
c- Explain the difference between product-orientated approach and market-orientated approach.
Question 2: (30 Marks)
NIVEA VISAGE Young is a skincare range in the UK market designed to enhance the skin and beauty of the teenage consumer. 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.
a- Elaborate a marketing mix for NIVEA taking into consideration consumer behavior theories to be used, self-identity and culture dimension in your analysis.
b- Explain how NIVEA understood the personality traits, culture and the UK society in order to succeed.
Question 3:
Think of a purchase that you recently made from NIVEA;
a- What is the value that you received from that purchase? (In addition to your personal experience refer to concepts explained in BE200 lectures).
b- What is the difference between a customer need, want, or demand?
c- How many NIVEA brands do you feel you truly have a relationship with? Describe them.
d- Among different marketing orientations discussed earlier, which are/is mostly applied by NIVEA? Explain and try to show the importance of societal marketing orientation in relation to NIVEA products.