To answer the questions, you need chapter 1, 2, 5 and 7… they are attached.
Question 1: (Total of 400 words for part A and B together)
NIVEA VISAGE Young is a skincare range in the UK market designed to enhance the skin and beauty of the teenage consumer. It has created a clear position in the market. This shows that NIVEA understands its consumers and has produced this differentiated product range in order to meet their needs.
a- Elaborate a marketing mix for NIVEA taking into consideration consumer behavior theories to be used, self-identity and culture dimension in your analysis. (10 Marks)
b- Explain how NIVEA understood the personality traits, culture and the UK society in order to succeed. (20 Marks)
((In this question you have to discuss in detail the fact that NIVEA used ‘marketing orientation for customer’))
Question 2: (Total of 400 words for part A, B, C and D all together)
Think of a purchase that you recently made from NIVEA;
a- What is the value that you received from that purchase?
b- What is the difference between a customer need, want, or demand?
c- How many NIVEA brands do you feel you truly have a relationship with? Describe them.
d- Among different marketing orientations discussed earlier, which are/is mostly applied by NIVEA? Explain and try to show the importance of societal marketing orientation in relation to NIVEA products.