Nivea

Question 1 (2.4) What aspect of ‘Nivea’s’ New product being offered was modified or changed, based on customer feedback?

‘Beiersdorf’ programme of market research showed a gap in the market. This led to the launch of ‘Nivea Visage Young’ in 2005 as part of ‘Nivea Visage’ range offering a comprehensive selection of products aimed at young women, aged between 13 and 19 years old. The whole campaign was testing through direct response offer to ensure they are were meeting their own business objectives.

‘Nivea’ used market research to target market segments. Understanding and knowledge from direct responses offer, help in developing and modification of new products and customer price perceptions. By promoting new product ‘Nivea’ used information from customer`s feedback which was analyzed using database.

‘Nivea’ identified that younger consumers wanted more specialized face care aimed their own age group that offered a beautifying benefit, rather than a solution to skin problems. ‘Nivea Visage Young’ is targeted at girls who do not want medicated products but want a regime for their normal skin which provides ‘Nivea’ with a unique bridge between the teenage market and the adult market.

After 2 years in 2007 the company re-launched advertising campaign with added features of promotional direct response offer using coupons offering Buy one get one free and gift vouchers of $50 or $100 at points of sale, further optimizing via ‘Nivea’ website its position in the market using the product new formula, new design, new packaging and similar but a little bit higher price.

Question 2 (2.5) How does ‘Nivea’s’ selected direct response offer, match its organizational marketing objectives in solving marketing problems.

Beiersdorf company realizes that a one way message using TV or the press is not as effective as talking directly to its target group. Therefore company did not plan to use any above-the-line promotion for ‘Nivea Visage Young’. Its chooses direct...