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Marketing Plan - New Nivea Product

Essay by review  •  November 24, 2010  •  Research Paper  •  1,441 Words (6 Pages)  •  2,644 Views

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Executive Summary:

Youth, timeless beauty and the pursuit of perfection seem to be on the forefront of everyone's agenda. From television portraying reality shows such as "Extreme Makeover" and fictional dramas such as "Nip and Tuck", it is no wonder Americans are obsessed with finding the ultimate secret to looking flawless. The beauty industry is a 40 billion dollar enterprise,

(News Target, 2005) dedicated to helping women look their best so it is no wonder companies such as Nivea is re-evaluating their posture in the U.S. market, positioning themselves to take advantage of the growing interest in cosmetic remedies to turning back the clock.

Research conducted by the American Society for Aesthetic Plastic Surgery in 2003 revealed that 8.3 million voluntary cosmetic surgeries were performed, over 12 billion dollars. Almost 45% of the procedures performed, 3.7 million, were on women from the ages of 35-50, which we believe, is a huge market. 24% of the procedures were done on women from the ages of 19-34 and 23% were done on women from the ages of 51-64. Every age group is represented with significant potential market data; therefore, we believe it is time for Nivea to take part in this age of cosmetic transformations.

For years, European women have harnessed the regenerative and exfoliating properties of lamb placenta and papaya extracts in their pursuit of beauty; however, American women have yet to experience the properties that these two ingredients have. We believe by taking the existing Nivea product, rich in emollients and moisturizing properties, and enhancing it with these two additional ingredients, we would discover a product compared to no other.

Nivea already has an existing, loyal, international customer base and they are ready for a product to progress with them as their needs change in the twenty first century. There are many facets to the American woman. She is a corporate leader, a devoted wife and mother, and a trendsetter. In order to capitalize on the trend of cosmetic transformations, it is imperative to introduce a product that will not only achieve the results that surgical procedures promise, but to keep it affordable and convenient. Nivea Derma P2 achieves that goal!

Organization Overview:

Nivea Cream was created in 1911 and stands for successful interplay of groundbreaking research, creativity and entrepreneurial expertise, being the only company at the time to use Eucerit, the first water-in-oil emulsifier able to produce a long-lasting ointment base, (, n.d.).

"Eucerit, a discovery originally destined for medical applications, was now used in an innovative cosmetic cream - the world's first long-lasting moisturizer: Nivea Cream. Thanks to its consistency, the cream was pure white and the name NIVEA is actually derived from the Latin term nix/nivis, meaning snow. The formula has proven itself for over 90 years, remaining unique and unparalleled in both performance and consumer acceptance to this day", (Beiersdorf AG,).

Mission Statement:

Nivea believes in developing innovative skincare products designed to help individuals obtain a healthy, youthful and non-surgical method of skin perfection. Our products must be superior in quality, affordability and availability. We believe that creating radiant skin through topical agents will help many people grasp their full potential and generate unparalleled self-esteem without evasive surgical procedures.

You are never too young or too old to start taking care of your skin. In fact, skin care and protection should be an essential part of your health, fitness, and beauty regime. If you take care of your skin, your skin will take care of you! However, with all of the lotions, creams, and potions on the market, it can be difficult to know which product will work for you. Many products claim to remove wrinkles or heal dry skin. Others claim to contain expensive ingredients that they say will improve the effects of the product.

In addition to all of the different skin creams, American women are frantically invading dermatologists' offices for non-surgical procedures such as Botox injections, micro-dermabrasion, collagen injections, and chemical peels; all for the promise of youthful vibrancy. With celebrity endorsements on the rise, the American public optimistically is experimenting with new products trying to achieve the look of Hollywood stars. Unfortunately, consumers do not have the financial means to keep up with the regime the celebrities exercise, therefore, Nivea has developed a new product using European ingenuity to introduce to the American Woman, DERMA P2.

Product Description:

Nivea Derma P2 is a cosmetic topical cream designed to help individuals from adolescence to maturity. Derma P2 is a unique product containing various types of placenta and papaya extracts, a rich source of skin nutrients and re-generation properties. The product exfoliates at an accelerated rate due to the concentration of the two key ingredients. Derma P2 removes acne and other deep scars, sun damage, freckles, wrinkles, re-hydrates the skin, improves elasticity, and slows down the process of skin damage from UV rays.

SWOT Analysis:

Strengths:

Nivea has international brand name recognition

Existing customer base

Already has good reputation in global skincare market

Good marketing team

Strong executive team

Cost effective ingredients

Product is affordable

Effective on age groups from adolescence to maturity

Weaknesses:

Key Ingredients may cause controversy

Advertising challenges due to key ingredients

May not attract existing customers

Limited market distribution

Opportunities:

Take advantage of the new age of cosmetic enhancements

Non-surgical

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