NIVEA and its marketing strategy

Consumer driven marketing strategy focuses on the needs of the customers. It can be advantageous to businesses by offering an edge over competition (Anderson, et al., 2004). As such, companies utilizing this strategy may focus their marketing efforts only on consumers who directly benefit from the product. Beiersdorf, the company that manufactures and sells NIVEA, utilized this strategy of marketing. Several elements of consumer driven marketing can be identified from the NIVEA case.Advertising We will write a custom essay sample on NIVEA and its marketing strategy specifically for you for only $16.05 $11/page Learn More Targeting a specific segment of the market is the first element. After conducting a market research, the company realized a gap in the market. Young girls between the age of 13 and 19 were in need of beauty products which would maintain their normal skin. They were not interested in using medicated products. In order to meet this need th e company came up the NIVEA VISAGE. This product line is only aimed at young women between the age of 13 and 19. Another element of consumer driven marketing evident in the NIVEA case is the focus on meeting the needs of customers (Clow Baack, 2007). As such, the company responded to the market gap by launching a range of products which target to satisfy the needs customers. With the launch of NIVEA VISAGE young, the company not only optimized its position in the market, but also created a solution to the skin problems experienced by young girls. The company got the right balance of market mix elements. It defined a gap within the market and came up with a product that fills it. Using an effective balance of place, promotion, price, and product, NIVEA VISAGE young made successful launch into the market. Marketing management orientation focuses on the techniques of developing, producing, and marketing goods to consumers (Hooley, et al., 2008). The orientations are used to support ca mpaigns for marketing. NIVEA assumed a marketing orientation that focuses on the production and marketing of the new product. With regards to market orientation, the company created a gap in the market and created a product that would fill this gap more efficiently than what its rivals offered. Another approach that the company could have used is the product oriented approach where the company could have first created a product that is perceived to be good and introduce it to the market without first developing a need within the market (Hooley, et al., 2008). The main difference between the two approaches lies on market research. Product orientation uses innovation in the production of a good and service. It is efficient for industries that rely on high product features to satisfy consumer demand. A market mix involves the four ‘p’, product, price, place, and promotion. With regards to product, the first step for an effective mix is to develop an understanding of the ma rket. The company relies on information from comprehensive market research to develop a product that specifically targets a segment of the market.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The information retrieved from the market research study is used to develop a product that suits the needs of consumers. The company conducts market research with direct involvement of consumers. For instance, it can use a focus group to engage with consumers, listen to them, gather data, and conduct testing for products before launching the products into the market. From the market research, the company was able to establish that young female consumers needed a beauty product that maintains their normal skin and not a medicated product. From this information, the company developed the NIVEA VISAGE young to meet their needs. Product offered by rival companies were also medicated and aimed at solving the teenage skin problem. This information gave the company an advantage over its rivals in the development of NIVEA VISAGE young. With regards to pricing, the company used a strategy that offered consumers a value for their money (Clow Baack, 2007). It realized that the product could only be bought by teenage girls or by mothers buying for their teenage daughters. The pricing was made to reflect product range, packaging, and formulation. Place may refer to the point of sale (Clow Baack, 2007). The concern is the distribution strategy that will ensure the product reaches the point of sale at the right time. The company has used a wide range of distribution channels to ensure that NIVEA VISAGE reaches all the places where it is supposed to be sold. This includes the use of major retail outlets and high street shops. The company knows, that the teenagers love to shopping in malls and high street shops. As a result, NIVEA VISAGE is shelved in all crowd pulling shopping malls and hig h street shops. Promotion entails the communication aspect of the product (Clow Baack, 2007). Customers need to be aware of the availability of the product in addition to being persuaded to buy the product. There is a wide range strategies used to promote a product. This includes the use of events such as product launch, direct mails, public relation, branding, and sales promotion. During the product launch, the company invited celebrity artistes with a huge teenage following. Associating the product with celebrity artiste is strategic in luring teenagers to buy the product.Advertising We will write a custom essay sample on NIVEA and its marketing strategy specifically for you for only $16.05 $11/page Learn More The NIVEA brand has a wide range of products that target various demographics of the market. For men, the product has a wide range of products to meet number of consumer needs for both boys and men. They include hand and body lotion, roll-on de odorant, spray deodorant, shaving foam, and lip care product. These are the NIVEA product that I have used as a man. I have personally experienced benefits from use of these products. The value compares the cost of purchase. The deodorants for instance have had a lot of benefits to me. In addition to the obvious benefit of hygiene, the products help to keep someone fresh for a prolonged period of time. This is beneficial because it reduces the need to constantly spray oneself after a few hours. At the same time, the sprays can last for a pretty long time and thus helping to save money. It is important for consumers to get a value for their money when they purchase any particular product or service. If purchase of a particular product helps to save money that could have been spent elsewhere, the product gives consumers a value for their money. For instance, if a lady was to spent money on several medicated products to address skin problems and she buys a single NIVEA skin product tha t solves this problem, the NIVEA product gives her a value for her money. A customer need is a basic requirement. Companies making products that fall under customer need do not have to push to sell the products (Anderson, et al., 2004). The only need for pushing may be resulting from the competitive nature of the market environment. Customer wants are drawn from customer needs. For instance, if students need to wear shoes, the shoes may require polishing. The polishing aspect is the want, and it is generated from the need to wear shoes. Customer demands are the things he or she desires. For instance, the need to live a luxurious life may be classified as a demand (Hooley, et al., 2008). References Anderson, E, Fornell, C Mazvancheryl, S 2004, ‘Customer Satisfaction and shareholder value’, Journal of Marketing, vol 2 no 1, pp. 172-185. Clow, K Baack, D 2007, Integrated Advertising, Promotion, and Marketing Communications, Pearson Education, Boston.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Hooley, G, Peircy, N Nikolaud, B 2008, Marketing strategy and competitive positioning, Pearson Prentice Hall, United Kingdom. This essay on NIVEA and its marketing strategy was written and submitted by user Gibson A. to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Free Essays on The Lover Of The Russian Queen

The Imperial Rapist and Lover-RASPUTIN Gregory Rasputin, who received practically little education, came from the rural Russia and achieved great recognition as a holy man in the highest circles of Russian society. Gregory Efimovich was born on January 10, 1869, in Prokovskoe, a small village in Siberia. As a young lad, Rasputin shocked his village by the fact he was developing into a rake, a man with a debauched, and endless, sexual appetite. It was soon thereafter that the debauched, lecherous peasant adopted the robes of a monk, developed his own self-gratifying doctrines, traveled the country as a â€Å"staretz† and sinned to his heart’s content. By the time he reached his early thirties, Rasputin had traveled to the Holy land and back. It was while in Kazan that the mysterious traveling monk made an impression among the local clergy. It was with the recommendations of these fooled priests that Rasputin headed to St. Petersburg for his first visit. While in the Russian capital, Rasputin’s presen ce attracted the attention of many of the country’s leading religious leaders. The staretz’ traveling tales, as well as the stories he told about his religious revival, seemed to capture the attention of the higher clergy of the Russian empire. The year was 1902.The Tsar’s death seemed imminent as his once strong body caved under the strain of his sickness. No one would have thought that Tsar Alexander III, a giant by most accounts, would be dead before his fiftieth year. And no one was more terrified by the events unfolding at the Imperial compound at Livadia, in the Crimea, as the young heir, Tsarevich Nicholas Alexandrovich. At the time of his father’s death in late 1894, Nicholas was an inexperienced youth wholly unprepared for the great task destiny had placed on his shoulders. Nicholas himself was terribly aware of this and upon his father’s death, the new Tsar consoled himself by asking God to give him the guidance... Free Essays on The Lover Of The Russian Queen Free Essays on The Lover Of The Russian Queen The Imperial Rapist and Lover-RASPUTIN Gregory Rasputin, who received practically little education, came from the rural Russia and achieved great recognition as a holy man in the highest circles of Russian society. Gregory Efimovich was born on January 10, 1869, in Prokovskoe, a small village in Siberia. As a young lad, Rasputin shocked his village by the fact he was developing into a rake, a man with a debauched, and endless, sexual appetite. It was soon thereafter that the debauched, lecherous peasant adopted the robes of a monk, developed his own self-gratifying doctrines, traveled the country as a â€Å"staretz† and sinned to his heart’s content. By the time he reached his early thirties, Rasputin had traveled to the Holy land and back. It was while in Kazan that the mysterious traveling monk made an impression among the local clergy. It was with the recommendations of these fooled priests that Rasputin headed to St. Petersburg for his first visit. While in the Russian capital, Rasputin’s presen ce attracted the attention of many of the country’s leading religious leaders. The staretz’ traveling tales, as well as the stories he told about his religious revival, seemed to capture the attention of the higher clergy of the Russian empire. The year was 1902.The Tsar’s death seemed imminent as his once strong body caved under the strain of his sickness. No one would have thought that Tsar Alexander III, a giant by most accounts, would be dead before his fiftieth year. And no one was more terrified by the events unfolding at the Imperial compound at Livadia, in the Crimea, as the young heir, Tsarevich Nicholas Alexandrovich. At the time of his father’s death in late 1894, Nicholas was an inexperienced youth wholly unprepared for the great task destiny had placed on his shoulders. Nicholas himself was terribly aware of this and upon his father’s death, the new Tsar consoled himself by asking God to give him the guidance...

Gross domestic product Assignment Example | Topics and Well Written Essays - 1500 words

Gross domestic product - Assignment Example In this case, the GDP acts as a clue in matters pertinent to financial wealth of the country through measuring standard of living in a given country. Consequently, every country develops interest in knowing about the GDP correlations to ensure a boost in the wellbeing. Some of these GDP correlations realized in every country are happy index, crime rate, corruption, income and if the country is developed or developing. it is intrinsic to gain the knowledge about how these factors affect the GDP in order to tailor projects that can restore a nation. Many studies have been carried out both having the aim of testing the hypothesis presented in the paper. Through carrying out a study on the GDP of different countries, the researchers give their prediction on whether the factors are likely to increase on reduce the GDP. Andrew E Clark and Claudia Senik presents study which shows that happiness index and income have impact on the GDP. The variables in play were income, happiness index and GDP. They confirm the availability of correlation between the factors and the former. In order to test their hypothesis, the authors verified the significant relationship between happiness index and income of a country. Evidently, they found that increase in happiness index insinuates that income is also likely to increase on the other hand. The authors assert that happiness of psychological importance to the citizens, especially in their endeavors of increasing their income (Clark and Claudia, 20). The study also showed that income has a significant relationship with GDP as can be shown by the correlation presented. The study concluded that the income affects the well-being in an indomitable way regardless of other factors. Clarifying the results, the study indicates that income improves a country’s ability to adapt. In a study carried out by the J.

The structure of the legal profession in the United Kingdom Essay

The structure of the legal profession in the United Kingdom - Essay Example The essential difference between the two was that a barrister could represent a client in court, whereas a plain solicitor could not (Farley, 2001). A brief explanation of the reasons given for the division between the two types of lawyers will explain both the advantages and disadvantages of the fused system that has now been proposed and appears to be inevitable in the near future. The barrister was traditionally trained at one of the Inns of Court, and undertook both formal legal training and practical experience under the pupilage of a senior barrister. This system was meant to ensure that there was a relatively small but highly experienced group of trial advocates who would give the highest quality of representation to clients whose cases actually got to court, and who would also maintain a smoothly running court because they were specialists in that procedure (Hailsham, 1983). There were also other reasons given for having a separation between barristers and solicitors. These include the fact that having an independent barrister reviewing a cause for action enables the client to receive a fresh and independent opinions. The barrister system also enables smaller firms of solicitors to compete with larger firms as they all have access to the same independent barristers (who are legally barred from forming partnerships). A barrister can also act as a kind of check and balance on a solicitor during the trial, and if incompetence is seen may advise the client on a possible cause for action against the solicitor. The disadvantages of the barrister system are supposedly many, and these are starting to outweigh the perceived advantages throughout the British legal system. These include the fact that having more than one legal adviser leads to higher costs. It is also argued that as barristers depend upon solicitors for their work referrals, they are unlikely to criticize them. Thus the "checks and balances" idea is somewhat offset by the fact that a barrister is unlikely to bite the hand that feeds him/her. The over-specialization of barristers means that they may not have sufficient legal exposure outside of their fields and thus may not in fact give the best representation in cases that overlap several areas of the law (Clementi, 2004). As the government has suggested the legal system in Britain is widely regarded as "outdated, inflexible, over-complex and insufficiently accountable or transparent" (Clementi, 2004). The idea that the two major sections of the legal service system:- solicitor and barrister - should be fused together, is currently gaining steam within the United Kingdom. The main thrust for future developments is to be found within the very title of the government's latest policy issuance on the subject: The Future of Legal Services: Putting Consumers First (Crown, 2005). The government is careful not to suggest that those solicitors and barristers that currently work separately are in general offering bad services to their clients, stating that "the professional competence of lawyers is not in doubt . . . the caliber of many of our legal professionals is among the best in the world" (Crown, 2005). But the report goes on to say that "many consumers are finding that they are not receiving a good or fair deal." In response to this the government seeks to produce a legal system that is "efficient, effective and economic" and which will be a "transparent and accountable industry" (Crown,

Pros and Cons of Curtailing Immigration to North America Essay Example for Free

Pros and Cons of Curtailing Immigration to North America Essay Debates on immigration and health care issues are regularly featured in the newspapers of the United States. The relationship that seems to exist between the current immigration policy and the state of the health care system in the country cannot merely be coincidental. Every year, the Border Patrol makes at least one million apprehensions of individuals that blatantly violate the immigration laws by crossing the United States borders unlawfully in order to work or to enjoy the benefits of free public services (â€Å"Illegal Immigration is a Crime†). No wonder, health care access has become a problem for countless legal citizens and residents of the U. S. to boot. There remain around 10 to 20 million illegal immigrants in the United States today. There are approximately 12 to 15 million jobs held by these people. So, illegal aliens represent around 8 percent of the U. S. work force. Between 4 to 6 million jobs held by illegal immigrants are serving the underground economy. The United States is foregoing around $35 billion each year in income tax collections because of such jobs. The country does not seem to be taking very strict action against undocumented immigrants and their means of earning a living because it â€Å"is simply hooked on cheap, illegal workers and deferring the costs of providing public services to these quasi-Americans (Justich and Ng 2). † What is most relevant to this discussion, however, is the fact that the United States is paying the consequences of being lenient toward illegal immigrants by suffering serious defects in its health care system. Illegal immigrants continue to add to the population requiring health care but ‘naturally. While the U. S. does not want to kick out all illegal immigrants because of their use to the U. S. economy, it also cannot afford health care for everybody. It is clear that immigrants have an effect on the health care system of the country, just as they have an effect on the U. S. economy. Therefore, it is correct to take stricter action against increasing flows of immigrants, both legal and illegal. Most of these people come to the United States with great hopes in a world-class system. At the same time, however, the United States believes that it cannot afford a health care system that includes illegal immigrants, when the legal residents and citizens of the country – the naturally born and the naturalized Americans – are complaining that they are finding health care too difficult to access because of high prices. High prices are, no doubt, led by high demand. Hence, it is obvious that immigrants are raising the demand of goods and services in the United States, thereby raising the prices. Only by checking the immigration policy and trying to control illegal immigration with stricter measures than before could the United States hope to achieve a balance in its health care needs, thereby making the health care system easily accessible to all. Legal immigrants have also benefited economies of North America, which is the reason why both the United States and Canada had opened their doors to huge numbers of foreigners in recent decades. Masci wrote about the United States in the year 2000: In the last 30 years the United States has absorbed the biggest wave of immigrants since the turn of the century, when millions arrived at Ellis Island in search of a better life. Today, more than 25 million Americans are foreign born – nearly 10 percent of the population. And that’s good for the economy, according to Federal Reserve Chairman Alan Greenspan, who says the pools of skilled and unskilled workers created by high levels of immigration have greatly contributed to the nation’s prosperity (Masci 571). Illegal immigrants, in particular, take up less-skilled jobs, and their wages are lower than those of native laborers. Natives must be rendered jobless if there are too many immigrants taking up their jobs. This is another reason why immigration must be curtailed. All the same, studies have shown that when the United States tightens border control, thereby making it more difficult than before for illegal immigrants to enter the nation, the economic growth of the nation turns into economic sluggishness. As an example, a drop in the number of illegal immigrants from Mexico in early 2001 coincided with the onset of a recession in March 2001 (Orrenius). Perhaps the current recession is also related to the nationwide debates on immigration in recent years and policy changes made through the debates. Now that the entire North America is facing a recession, it must be time to reconsider allowing greater numbers of immigrants into the United States and Canada. After all, immigrants bring their skills to North America as well (Messerli). Messerli describes other advantages of refusing to curtail immigration to North America thus: [Immigration] increases the diversity and expands the culture of the country. It improves the overall image of America internationally, as it is seen as an open, welcoming country; and immigrants who return home or maintain contact with family back home have a true image of America, not the one propagandized in much of the international media. Adding an additional group of cheap labor adds to the flexibility of business, leading to cheaper prices, better quality products, and higher profits. It gives struggling people all over the world an opportunity for a better life. This country was built on immigrants who sought opportunity, political religious freedom, etc (Messerli). However, curtailing immigration is necessary because immigration is also known to destroy diverse cultures. According to an article published by the Library of Congress: â€Å"When European settlers arrived on the North American continent at the end of the fifteenth century, they encountered diverse Native American cultures—as many as 900,000 inhabitants with over 300 different languages (â€Å"Destroying the Native American Cultures†). † It is known fact that the diverse cultures of the Native Americans were destroyed to a large extent, and most of their languages became extinct. Hence, other reasons for curtailing immigration must also be deliberated. Messler brings home the truth that immigrants could add to the population of drug dealers, terrorists and other kinds of criminals. Oak writes that immigrants are responsible for crowding. It is not surprising, therefore, that prisons in the United States are overcrowded. Oak also states that immigrants may bring diseases into North America, that is, diseases prevailing in their home countries. Moreover, curtailing immigration is important because home countries are hurt when their most intelligent workers are allowed into North America in increasing numbers (Messler). And, what if their foreign credentials are not recognized in North America? In Canada, even the most intelligent and qualified foreigners may have to take up low-skilled jobs because their foreign qualifications are not recognized (â€Å"Canada’s Immigration Problem†). Such people may have to settle for lower standards of living than before. What is more, even if their credentials are recognized, such people may have to behave as â€Å"functional illiterates† in Canada if they do not know English and/or French, simply because applications for immigration to Canada ask for only basic proficiency in these languages (â€Å"Canada’s Immigration Problem†). Then again, it is necessary to consider both the pros and cons of curtailing immigration to North America. The fact that immigrants boost economies is essential for policy makers to bear in mind. After all, North America values foreigners for the skills. Now that a worldwide recession has set in, it is even more important to allow increasing numbers of foreigners into both the United States and Canada. Research has already revealed that recessions may be connected to curtailing immigration. Increasing flows of immigrants add to the diversity of cultures in North America. However, it is also a fact that immigrants may destroy the culture of the natives, as it happened in the case of Native Americans. Furthermore, increasing flows of immigrants seem to have a relationship with health care problems facing the United States. Immigrants may bring in diseases from their home countries. If they are illegal immigrants, they may add to crime, too. Additionally, immigrants may take up low-paid jobs or bring their high skills to North America to replace native workers. During a period of recession, joblessness is a major problem. Thus, these issues surrounding immigration present a dilemma to policy makers that are presented with the question of whether to curtail immigration. Works Cited â€Å"Canada’s Immigration Problem. † Vive Le Canada. 5 Jul 2004. 10 Dec 2008. http://www. vivelecanada. ca/article/print/163651492. â€Å"Destroying the Native American Cultures. † The Library of Congress. 8 Apr 2003. 10 Dec 2008. http://memory. loc. gov/learn/features/immig/native_american. html. â€Å"Illegal Immigration is a Crime. † Fair US. 2006. 10 Dec 2008. http://www. fairus. org/site/PageServer? pagename=iic_immigrationissuecenters6ce3. Justich, Robert, and Betty Ng. â€Å"The Underground Labor Force is Rising to the Surface. † Bear Stearns Asset Management. 3 Jan 2005. 10 Dec 2008. http://www. bearstearns. com/bscportal/pdfs/underground. pdf. Masci, David. â€Å"Does the U. S. Admit Too Many Newcomers? † The CQ Researcher (14 Jul 2000) Vol. 10, No. 25, pp. 569-592. Messerli, Joe. â€Å"Should America Maintain/Increase the Level of Legal Immigration. † Balanced Politics. 8 Nov 2008. 10 Dec 2008. http://www. balancedpolitics. org/immigration. htm. Oak, Manali. â€Å"Pros and Cons of Immigration. † Buzzle. 2007. 10 Dec 2008. http://www. buzzle. com/articles/pros-and-cons-of-immigration. html. Orrenius, Pia M. â€Å"U. S. Immigration and Economic Growth: Putting Policy on Hold. † Southwest Economy (Nov-Dec 2004), Issue 6.

Family and Medical Leave Act Essay -- essays research papers

Family and Medical Leave Act   Ã‚  Ã‚  Ã‚  Ã‚  The Family and Medical Leave Act was enacted by Congress on February 5, 1993, and it is public law 103-3. This law allows for a person to leave work in certain situations without losing his/her job. An eligible employees must have worked for the employer for at least 12 months and at least completed 1250 hours of service. An employee is able to leave work for up to 12 weeks for any of the following reasons: the employee expects a baby in his/her immediate family, the employee expects an adopted child in his/her immediate family, the employee has to take care of an ill family member which includes spouse, parent or his/her own children, and/or the employee has a serious medical condition which makes him/her unable to carry out his/her job function. The employee has to provide legitimate certification stating the reason of the leave (e.g. doctor’s note). The law states that the employer does not have to pay the employee. Therefore, depending on the employer, the employee might or might not get paid. Some employers might require the employee to use up his/her vacation, sick or personal days. Others compensate the employee for the duration of absence, while some employers do not compensate at all. However, in all circumstances, the employee does not lose his/her position, benefits, pay and seniority in the company/organization. Also, during the time of leave, the employee is still protected under his/her health plan (DO...

Biomechanice in Volleyball

Physical Education Volleyball Year 11 The purpose of this report is to evaluate my performance, of my chosen serve the overhand serve, using biomechanical principles. As stated by Amezdroz et al, (2004) â€Å"Biomechanics is the study of how living things move, and the efficiency of movement, in particular. Biomechanics is used to† Provide valid reasons for observed effects diagnose problems with technique and justify changes in technique. †Throughout this term I have taken photos of my progress within the Overhand serve, I will be showing you in detail my strengths and weaknesses when applying the serve I will be Correcting errors and justifying my analysis using biomechanical principles. The accurate technique of the over hand serve. To start off the serve you need to make sure you have volleyball, a court and opponents. When getting ready to serve Set yourself up with your feet, hips and shoulders facing the direction you want the ball to go.The less movement you have while performing this serve the better. For a right handed person the left foot is slightly forward, both knees are slightly flexed, with your body weight equally distributed, hold the ball in your non dominate hand at chest level, palm up, it is important to keep your elbow Loose with a slight bend, Position your serving arm so your elbow and hand are just above your ear, keep your hand open and your wrist locked.The toss is the most Important part of this serve, toss the ball 12 to 18 inches above your head in front of your serving shoulder, this keeps your serving motion simple, so you can reach high and hit the ball with a powerful swing, contact the ball with the heel of your hand, keeping your hand opened and flat, your wrist should be locked your arm fully extended, step forwardAs you can see in this figure, the Girl has got her feet, hips and shoulders facing the way she wants the ball to go, her body is also equally distributed, both of her knees are slightly bend also whe n she has tossed the ball up it has gone about 12 to 18 inches and it is also in front of her serving shoulder, then she hits the ball through with a powerful swing.