Consumer driven marketing strategy focuses on the needs of the customers. It can be advantageous to businesses by offering an edge over competition (Anderson, et al., 2004). As such, companies utilizing this strategy may focus their marketing efforts only on consumers who directly benefit from the product. Beiersdorf, the company that manufactures and sells NIVEA, utilized this strategy of marketing. Several elements of consumer driven marketing can be identified from the NIVEA case. Targeting a specific segment of the market is the first element. After conducting a market research, the company realized a gap in the market. Young girls between the age of 13 and 19 were in need of beauty products which would maintain their normal skin. They were not interested in using medicated products. In order to meet this need the company came up the NIVEA VISAGE. This product line is only aimed at young women between the age of 13 and 19. Another element of consumer driven marketing evident in the NIVEA case is the focus on meeting the needs of customers (Clow & Baack, 2007). As such, the company responded to the market gap by launching a range of products which target to satisfy the needs customers. With the launch of NIVEA VISAGE young, the company not only optimized its position in the market, but also created a solution to the skin problems experienced by young girls. The company got the right balance of market mix elements. It defined a gap within the market and came up with a product that fills it. Using an effective balance of place, promotion, price, and product, NIVEA VISAGE young made successful launch into the market. Marketing management orientation focuses on the techniques of developing, producing, and marketing goods to consumers (Hooley, et al., 2008). The orientations are used to support campaigns for marketing. NIVEA assumed a marketing orientation that focuses on the production and marketing of the new product. With regards to market orientation, the company created a gap in the market and created a product that would fill this gap more efficiently than what its rivals offered. Another approach that the company could have used is the product oriented approach where the company could have first created a product that is perceived to be good and introduce it to the market without first developing a need within the market (Hooley, et al., 2008). The main difference between the two approaches lies on market research. Product orientation uses innovation in the production of a good and service. It is efficient for industries that rely on high product features to satisfy consumer demand. A market mix involves the four ‘p’, product, price, place, and promotion. With regards to product, the first step for an effective mix is to develop an understanding of the market. The company relies on information from comprehensive market research to develop a product that specifically targets a segment of the market. The information retrieved from the market research study is used to develop a product that suits the needs of consumers. The company conducts market research with direct involvement of consumers. For instance, it can use a focus group to engage with consumers, listen to them, gather data, and conduct testing for products before