Please find the instructions and assignment 1 transcript attached. This assignment is a chain of all the 3 assignments which are related with same FMCG product "NIVEA Face wash in the subject MBA404....

1
Individual Report
Student Name:
Student Id:
Subject Code: MBA404
Subject Name: Consumer Behaviour and Marketing Psychology
Date:
Contents
Executive Summary:    3
Product Overview:    4
Critical Analysis:    4
Strategic Recommendations:    7
References:    9
Executive Summary:
This report is about the marketing strategies of FMCG product i.e. Nivea face wash in the market developed by the company Nivea. The company is renowned and world famous and it is German based company which specializes in various products related to personal care as well as body-care. Initially a research was conducted using the survey method to understand the behavior of consumers related factors like attitudes, motivation, etc, which are influencing their decisions in regards to buying of a product.
The objective of this report to analyze the reasons for declining loyalty of consumers during the last year as well as lowering of the purchasing behavior of the consumers towards this product in the market. The report has been prepared to analyze what marketing strategy has been followed by the company in order to increase the sale of the FMCG product which is Nivea face wash. The marketing communication mix strategy is also discussed in order to find out cause of sale which has been decreasing. The Analysis has been done by considering the various strategies like product, price, distribution, as well as promotion which are followed by the company for this FMCG product i.e face wash. Some important factors are discussed which company considers are of negligence importance.
The report is followed by the introduction of the product as well as company that manufactures the product. After that, critical analysis is done regarding the marketing strategy as well as marketing communication mix followed by the company in order to do marketing as well as advertising for the product. The various recommendations have also been made and discussed which can be used by company in order to increase sale of FMCG product manufactured by company.
Product Overview:
Nivea Face wash is manufactured by German based company i.e. Nivea which specializes in personal care and body-care products and is famous around the whole world (Anon, 2018). According to the company, special care is required for face and they believe in providing the best product to meet the customer’s requirements and suit them in the best possible way. Hence, they offer variety of products for all ages as well as for all skin types. The Company has been into the market of personal care for more than 100 years. The face wash helps in reduction of dark spots and makes the appearance of face healthy as well as fresh. It consists of 10x effective technique which is appropriate for every skin type like oily, dry or medium. (Anon, 2018). It also helps in reducing the excessive oil from face. It consists of various nutrients such as Vitamin C, Pro vitamin B5, Magnesium Chloride, Glycerin, Licorice as well as Ginko Leaves Extract. It has also been Dermatological approved and has the compatibility of skin. It helps in deep cleansing of skin, reducing of dark spots which are gathered from dirt as well as from residues and also helps in reducing the excess oil from face as well as keeping the pores tighten for at least twelve hours. The company has suggested using this face wash for at least twice a day in order to get the best results and there should not be direct eye contact with the face wash.
Critical Analysis:
Every company is striving for success and excellence in this world of competitive market. In order to increase sales and achieve a sustainable advantage in this competitive world, the marketing strategy plays an important role. (Baines, 2011). According to Kipper (2012), the growth as well as development of company is dependent on various short term and long term tasks or activities which deals with various situations and helps in evaluating as well as selecting targeted market. The marketing mix consists of product strategy, price strategy, place and promotional strategy. (Dominici, 2009). It is important for a company to analyze the marketing strategy of FMCG product, which can help in improvements and increasing the sales of the product.
As the analysis of the report is done to know the reason why sales has declined of FMCG product in market, it is important to explore through the secondary sources and understand what might be the reason of it. The declining sale of the product might include various strategies such as wrong group of people targeted, positioning strategy was poor, as well as less awareness among consumers about the products which means poor advertising of the product. (Jaccard, 2013).
According to Brut (2009), in order to be...