THE TIMES 100 Downloaded from The Times 100 Edition 13 – http://www. thetimes100. co. uk Edition 13 Nivea : The use of the marketing mix in product launch Answer sheet 1. What is a consumer-led product? When the customer dictates the product market orientated. 2. NIVEA does market research, what are the two types of research? Primary and Secondary research 3. What are the advantages and disadvantages of both types of research and give examples? Primary e. g. questionnaires accurate but slow and expensive to collect. Secondary e. . survey data out of date, someone else has collected it and therefore may not be accurate, but cheap to buy.
4. What is the difference between a niche market and a mass market? A niche market is aimed at a specific gap in the market e. g. Angling Times whereas mass market is aimed at the total population e. g. TV times. 5. A product can either be market-orientated or product-orientated, which of the two types of product has NIVEA adopted? Market orientated.
6. What is the difference between a product range and a product mix?
Product range is the different types of the same product shampoo e. g. for dry skin, oily skin, sensitive skin etc.. Product mix are the different types of product that Nivea produce e. g. shampoo, hair gel, conditioner, hand cream etc 7. Using this case study and NIVEAs website, draw up a product mix, product range table. 8. It has been said that no matter how good the product is, if no one knows about it then no one will buy it, to what extent do you think this is true? True no customers no sales 9.
NIVEA has various promotional processes available to it, what are they and how might they be used? Free samples, adverts on TV, newspapers, billboards, cinema, sponsorship 10. There are various pricing strategies available to NIVEA, explain 3 of them. Skimming set the price high when first introduced and gradually lower it Penetration set the price low and gradually increase it Competitive price according to competitors. THE TIMES 100 Downloaded from The Times 100 Edition 13 – http://www. thetimes100. co. uk 11. NIVEA is a price leader, what or who would be a price taker?
A price taker is someone who follows the price of their competitors in order to be competitive or to avoid a price war or to portray that they are of similar standard to the other products on the market. 12. In the product life cycle, the pricing strategy may vary discuss. Introduction penetration or skimming Growth competitive Maturity competitive Extension loss leader 13. NIVEA sells a wide variety of products but through which channels of distribution would they use? Internet, wholesaler, retailer 14. Using the NIVEA website find an interesting point to tell the class.
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