MKTG

ANALYSING
PRODUCT LIFE
CYCLE AND
MARKETING
STRATEGIES
BY - ESHIKA ( 169 )
TANIYA ( 1157 )
SHRUTI UPADHYAY ( 1771 )
VANSHIKA ( 508 )
1. DEVELOPMENT STAGE
 The product was first an idea, in the process of being
NIVEA MEN’S manufactured or not yet for sell (Nivea Body Cream
Maximum Hydration).
CREAM  Nivea Men Maximum Hydration Body Lotion is a fast-
PRODUCT LIFE absorbing and non-greasy daily moisturizer.
 It has been specifically developed to provide intensive
CYCLE nourishment for normal to dry.
2. INTRODUCTION STAGE
 NIVEA BODY CREAM hits the market and inters
introduction stage of the product life cycle
 The new product is still new to customers(men) hence
sales are generally low Marketing expenses are high
(Advertising on TVs, magazines and websites, social
media)Pricing strategies can be used to enhance the
image of the product.
3. GROWTH STAGE
At this stage customers(men) become aware of

the product and sales gradually increase.
Marketing the product involves showing MEN how

the body cream benefits them over other body
creams sold by other competition.
The performance of the body cream increases

customer turn-outs. Maintaining product intensive
nourishment quality.
The place penetration strategy tapping into new

location and doing promotions (expansion)
4. MATURITY 5. DECLINING
STAGE STAGE
• The product market is over
saturated, the sales reach the peak.
• Marketing mix and marketing efforts
decline.
• If NIVEA body cream brand has
The Market Is generated loyal customers, the
company can retain customers during
produc ing accomp this stage but does not attract new
sales from new customers.
lished
t gains mix with
• The marketing mix that remains at
this stage focuses on reinforcing the
over involv special brand image of the product.
( product quality improvements
its es promoti
compe efforts ons and
titors( to incentiv
es to
e.G. build custom
Vaselin custo ers.
e for mer (E.G.
Marketing strategies adopted by Nivea:
 Nivea features a wide selection of products; it's segmented itself as personal and
skincare products. Its target group is that the middle-class catering to all or any age
groups and genders. it's products for every age bracket at a reasonable price. the most
focus of Nivea’s marketing strategy is brand extension, to remain before its
competitors.
 They productively use both traditional media and digital media in their marketing.
They advertise on television and newspapers for his or her different products, as there
are still consumers in India who are engaged with traditional media.
 Bollywood stars like Anushka Sharma, Taapsee Pannu, Parineeti Chopra, and Ranveer
Singh are related to Nivea for advertising. In recent times they’ve extensively tried
Influencer marketing on social media to draw in more consumers with challenges,
trends, etc.
Digital marketing strategy of Nivea:
 Apart from actively branding their products on television, Nivea features a well-built social media presence with a fantastic digital
marketing strategy handled by Madison Media Omega.
 It has 73.1K organic followers on Instagram, 23M followers and 6.3M followers on Nivea Men on Facebook, 24.6K followers on Twitter
 In today’s time, Online Reputation Management plays a huge role and the brand actively is in service for their consumer’s queries and
complaints, both on Instagram and Facebook
 Nivea has also benefited from Influencer Marketing which was its debut within the Tik Tok era of India. The #ShareTheCare challenge saw
well-known TV/Film personalities and influencers like Genelia D’souza Deshmukh and Anita Hassanandani Reddy who were followed by
various micro and macro-influencers on social media.
 The brands also related to influencers like Sameera Reddy and Karanveer Bohra’s twin babies Bella and Vienna for #HaveFunWithYourKids
 Conclusion
 World’s No. 1 Skincare Brand’ as Nivea is known with its old-school ingredients, could also be a household name globally. it's already
established its name in beauty and skin-care products and is widely known .
 It has systematically segmented its consumers, has positioned its products well and has been marketing all its products in several ways. The
price proposition which they’ve developed with their consumers has made them happy, satisfied, and constant towards Nivea.
 The brand has meticulously strategized its expansion in umbrella products so as that it can cater to customers of all ages and sectors.

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ANALYSING

At this stage customers(men) become aware of

Marketing the product involves showing MEN how

The performance of the body cream increases

The place penetration strategy tapping into new

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