answer the below question:

To what extent, do you think NIVEA can rely on its brand alone for future growth?

3. CASE STUDY Read the following Case Study and answer the following question. All questions are compulsory NIVEA is an established name in high quality skin and beauty care products. It is part of a range of brands produced and sold by Beiersdorf. Beiersdorf, founded in 1882. has grown to be a global company specializing in skin and beauty care In the UK, Beiersdorfs continuing goal is to have its products as close as possible to its consumers, regardless of where they live. Its aims are to understand its consumers in many different markets and delight them with innovative products for their skin and beauty care needs. This strengthens the trust and appeal of Beiersdorf brands. The business prides itself on being consumer-led and this focus has helped it to grow NIVEA into one of the largest skin care brands in the world. Beiersdorf's continuing programme of market research showed a gap in the market. This led to the launch of NIVEA VISAGE Young in 2005 as part of the NIVEA VISAGE range offering a comprehensive selection of products aimed at young women. It carries the strength of the NIVEA brand image to the target market of girls aged 13-19. NIVEA VISAGE Young helps girls to develop a proper skin care routine to help keep their skin looking healthy and beautiful The market can be developed by creating a good product range and introducing it to the market (product-orientated approach) or by finding a gap in the market and developing a product to market orientated approach). Having identified a gap in the market. Beiersdorf launched NIVEA VISAGE Young using an effective balance of the right product, price, promotion and place. This is known as the marketing mix or Your Ps. It is vital that a company gets the balance of these four elements correct so that a product will achieve its offical success factors Beiersdorf needed to develop a mix that suited the product and the target marked as well as meeting its own business objectives META-NATIONAL JUNE 2 The company re-launched the NIVEA VISAGE Young range in June 2007 further optimizing its position in the market. Optimized means the product had a new formula, new design new packaging and a new name. This case study shows how a carefully balanced marketing mix provides the platform for launching and no-launching a brand onto the market. NIVEA VISAGE Young is a skincare range in the UK market designed to enhance the skin and beauty of the teenage consumer rather than being medicated to treat skin problems. As such, has created a clear position in the market. This shows that NIVEA understands is consumers and has produced this differentiated product range in order to meet their needs To bring the range to market the business has put together a marketing mix. This mix balances the four elements of product, price, place and promotion. The mix uses traditional methods of place, such as distribution through the high street alongside more modem methods of promotion, such as through social networking sites. It makes sure that the message of NIVEA VISAGE Young reaches the right people in the right way. Questions