Nivea Visage Case Study

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Summary Nivea, being part of a range of a brand produced and sold by beiersdorf (1882) has become an established name in high quality skin and beauty care products. Through its market research it has used a consumer-led strategy meaning that it has aimed to understand its consumers in many different markets through research and It apply this strategy to ensure greater value for the customers. Beiersdorf through its various ways of marketing research (for e.g. using focus groups to talk directly to its customers) identified a gap in its targeted market comprising of young woman and girls. Research indicated that those girls not only want a skin care solution but also a beautifying effect, in short these girls of age 13-19 wanted a regime for their normal skin. This led to the launch of nivea visage young in 2005 which provided young girls with skin care solution as well as the beautifying benefits they required. Beiersdorf wanted to launch its products ensuring consumer satisfaction and it objectives to be met because of which effective mix (Marketing mix) was made. The company improved its product making it more consumer friendly .i.e. after understanding its market and after detail research it improves it product by removing alcohol from one product. It also introduced to new products, and new modern pack and softer colors to attract younger women and large packaging sizes. However before re launching it the changes were tested on sample group of the target audience and each of those changes helped to strengthen its product

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