Republic of the Philippines

BULACAN AGRICULTURAL STATE COLLEGE

Pinaod, San Ildefonso, Bulacan, Philippines 3010
Telefax Nos: (044) 762-1427 / (044) 762-0120

“NIVEA”

A CASE STUDY ANALYSIS

FOR THE PARTIAL FULFILLMENT OF THE COURSE
MKM 124 – Price Strategy

Submitted by:
SAN JUAN, Janice D.

Submitted to:
Mrs. Mellanie B. Pascua, PhD
Instructor, Institute of Management

____________________________________________________________
www.basc.edu.ph / Email: basc_52@yahoo.com
Telefax Nos: (044) 762-1427 / (044) 762-0120
 Republic of the Philippines
BULACAN AGRICULTURAL STATE COLLEGE
Pinaod, San Ildefonso, Bulacan, Philippines 3010
Telefax Nos: (044) 762-1427 / (044) 762-0120

NAME: SAN JUAN, JANICE D. DATE: APRIL 29, 2024

YEAR & SECTION: BSBA 2E

CASE NO.3

Case Study: NIVEA

A. TIME CONTEXT:
1882

B. VIEW POINT:
The Chief Executive Officer

C. BACKGROUND OF THE STUDY:

In order to meet the demands of young women in the UK market who are between the
ages of 13 and 19, Beiersdorf effectively launched and relaunched the NIVEA VISAGE
Young skincare line. This case study focuses at that strategy. After conducting extensive
market research, Beiersdorf saw a need for targeted face care products for this group of
consumers, which motivated the creation and improvement of the NIVEA VISAGE Young
line. The research looks at how Beiersdorf successfully established and promoted the
brand within its target market through the use of the marketing mix aspects of product
development, price strategies, distribution channels, and promotional approaches.

____________________________________________________________
www.basc.edu.ph / Email: basc_52@yahoo.com
Telefax Nos: (044) 762-1427 / (044) 762-0120
 Republic of the Philippines
BULACAN AGRICULTURAL STATE COLLEGE
Pinaod, San Ildefonso, Bulacan, Philippines 3010
Telefax Nos: (044) 762-1427 / (044) 762-0120

D. OBJECTIVES:
Short Term: To engage with the target age group through promotional events and
interactive web platforms, with the goal of increasing brand
recognition and customer engagement metrics by 20% in the next
half-year.

Long Term: To establish NIVEA VISAGE Young as the top skincare line in the
UK for adolescent girls (13–19 years old), addressing to their unique
demands in terms of makeup.

E. STATEMENT OF THE PROBLEM

NIVEA VISAGE Young's biggest problem is trying to match its marketing

strategies with the tastes and habits of its target market, which is teenage girls
between the ages of 13 and 19, as well as the moms who are the primary
individuals who influence their purchase decisions. To ensure sufficient market
penetration and customer engagement, the marketing mix must be improved even
though a particular skincare line targeting to this age group is present. In order to
improve product accessibility and take affordability and environmental
sustainability into consideration, the distribution strategy should also be improved.

F. AREAS OF CONSIDERATION
• STRENGTHS: Solely Established and Well-known Corporation
Brand Recognition
• WEAKNESS: Pricing Strategy
• OPPORTUNITIES: Market Expansion
• THREATS: Market and Company competition
Technological Advancements
____________________________________________________________
www.basc.edu.ph / Email: basc_52@yahoo.com
Telefax Nos: (044) 762-1427 / (044) 762-0120
 Republic of the Philippines
BULACAN AGRICULTURAL STATE COLLEGE
Pinaod, San Ildefonso, Bulacan, Philippines 3010
Telefax Nos: (044) 762-1427 / (044) 762-0120

G. ALTERNATIVE COURSES OF ACTION

ACA 1 Increase of Online Direct Advantage:

Sales
➢ Direct sales remove the need for
intermediaries which might increase
NIVEA's profit margins.
Disadvantage:
➢ It could affect consumer confidence in
online purchases if some consumers
would rather buy skincare goods in
person to evaluate quality
ACA 2 Promotions via Partnership Advantage:
with Retailers ➢ May improve the exposure and visibility
of a brand both online and in-store.
Disadvantage:
➢ Could not have complete control over
how its goods are presented and
marketed in retail settings, which might
weaken the brand's identity.
ACA 3 Developing Market Advantage:
Expansion ➢ Enables NIVEA to build brand awareness
and loyalty over its rivals.
Disadvantage:
➢ Could need a lot of time and resources

____________________________________________________________
www.basc.edu.ph / Email: basc_52@yahoo.com
Telefax Nos: (044) 762-1427 / (044) 762-0120
 Republic of the Philippines
BULACAN AGRICULTURAL STATE COLLEGE
Pinaod, San Ildefonso, Bulacan, Philippines 3010
Telefax Nos: (044) 762-1427 / (044) 762-0120

H. DECISION MATRIX

CRITERIA ACA 1 ACA 2 ACA 3

Increase of Online Promotions via Developing

Direct Sales Partnership with Market
Retailers Expansion

Market Reach 3 2 1
Profitability 2 3 1
Competitive advantage 2 3 1
Average 2.33 2.67 1
Legend: 1- Least Favorable 2- Favorable 3- Most Favorable

I. RECOMMENDATION
NIVEA would be most effective by conducting Promotions via Partnership with
Retailers, according to the decision matrix investigation. With this strategy, you may
maintain the value of the brand, reach a large market, be profitable, and have a
competitive edge all at once. NIVEA can reach its target market more successfully and
get enhanced brand recognition and reduced promotional expenditures by utilizing
collaborations. Because of this, I advise NIVEA to give joint promotions top priority and
allocate resources in order to increase market penetration and profitability while
strengthening its brand in the competitive beauty care sector.

____________________________________________________________
www.basc.edu.ph / Email: basc_52@yahoo.com
Telefax Nos: (044) 762-1427 / (044) 762-0120
 Republic of the Philippines
BULACAN AGRICULTURAL STATE COLLEGE
Pinaod, San Ildefonso, Bulacan, Philippines 3010
Telefax Nos: (044) 762-1427 / (044) 762-0120

J. ACTION PLAN

ACTIVITIES PERSON INVOLVED TIME FRAME

Step 1 Marketing Team 1 month
Do Marketing Research
and Customer Analysis
Step 2: Marketing Team 2 Months
Identify Target Market
Segments
Step 3: Production Team 6 Months
Develop Product
Formulations
Step 4: Distribution/ Logistics Team 8 Months
Distribute Products to
Retailers
Step 5: Sales and Marketing Team Everyday
Continuous Monitoring and
Market Observation

____________________________________________________________
www.basc.edu.ph / Email: basc_52@yahoo.com
Telefax Nos: (044) 762-1427 / (044) 762-0120