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NIVEA CASE STUDY
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Excerpt from Case Study:
NIVEA CASE STUDY
......The distribution strategy concentrates on high street retailers and also through traditional multi-tier distribution as well. The high-street retailers are also very effective as a channel for selling to mums who purchase these products for their younger daughters as well. The combining of a direct model to high street retailers and the multi-tier distribution model work given the gross margins that the higher price points allow
The promotional strategies are the most customer-led of all four aspects of the marketing mix. From the use of social networking sites to promote the skin care products and its benefits to the launch of their own online magazine FYI (Fun, Young and Independent) and promotion on Hit40UK, Nivea has done an excellent job with this component of their marketing mix......
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