Q. Do you agree with the promotional strategy adopted by Nivea?

If you were to suggest

any new technique/ promotional method, what would that be?

Nivea has become a well-known brand all over the world because of its outclass advertising
policies. The blue and white color on its packing has made a way for high brand visibility. Nivea
has been using above the line promotion technique mostly over the years, to promote their
products. It has launched many promotional activities like ad campaigns through print, social and
digital medium. Its ads are displayed in newspapers, beauty magazines, televisions, radio and
other magazines. Nivea has also been using below the line technique for Nivea Visage Young to
talk directly to its target group of customers. It has been participating in events and trade fairs to
launch products to a wider audience. It has also been promoting sales promotions like
competitions or sampling to persuade consumers to buy their products. It has also launched an
online magazine called FYI (Fun, Young, and independent) for the recognition of their brand in
the market. One of their key strategy is giving product samples. Giving samples allow customers
to touch, feel, smell and try the products. Another strategy they use is that they become sponsors
of high profile events. To promote a product, celebrity marketing is very important. Nivea has
engaged with many famous personalities over the few years to function as its brand ambassadors.
Few of the famous brand ambassadors are:
• Anushka Sharma (Indian actress) since last 6 years
• Arjun Rampal with Nivea men products
• Parineeti Chopra (Indian actress)
• Current ambassadors Tapsee Pannu from India and Tessa Virtue from Canada
I agree with Nivea’s promotional strategy but it should adopt more new techniques as well in
future in order to promote their product at a good and wider level and to be unique from their
competitors. Few of the new techniques that can be adopted are by launching an online teen
magazine ad to target teenagers only because Nivea sells products which are mostly used by
teens from 13-19 years. They are the ones who are more conscious about their skin. Another
method could be that free discount coupons can be given to customers passing by in malls
outside malls that would be targeting young people mostly to persuade them to come and buy.
Product testing can be done at Nivea’s points of purchase in malls and retail outlets. Another
most important promotional strategy that can be adopted by Nivea is raising skin awareness
among youth through events and seminars to help them know better about their skin and make
them feel better about it. This can be done by promoting different types and colors of skin and
people with different skin problems or with skin cancer at an awareness campaign to make them
feel that they are beautiful the way they are, also gift hampers can be given at these campaigns.
More campaigns like ‘The Nivea Hair Always On’ should be promoted. Lastly, direct mail can
also be used to reach out a wider target audience and posters should be put on bus stops and
MRT platforms so that people can see them when passing by. It will give them more exposure as
many people will stop and look and their product will gain more publicity. Nivea should be using
Facebook and YouTube more to reach their target customers. The social media accounts should
update consumers on the latest promotions. Consumers should also be able to leave comments on
their promotional updates whether they like it or not. This technique will save time and give
them honest feedback.