- It is owned by German company Beiersdorf. Nivea is a German based company that specializes in body care and skin products. Nivea values its customers above everything. brand. Several elements of consumer driven marketing can be identified from the NIVEA case. With regards to product, the first step for an effective mix is to develop an understanding of the market. NIVEA VISAGE Young is one of the new products in the Nivea product range. For instance, if a lady was to spent money on several medicated products to address skin problems and she buys a single NIVEA skin product that solves this problem, the NIVEA product gives her a value for her money. When NIVEA started the deodorant business, the strength of its name influenced the deodorant sales and it is helping the company to maintain its number one position in the global deodorant business. Marketing management orientation focuses on the techniques of developing, producing, and marketing goods to consumers (Hooley, et al., 2008). As such, the company responded to the market gap by launching a range of products which target to satisfy the needs customers. Our most important brand has enjoyed over 100 years of success and is today one of the world's largest skin care brands. Product offered by rival companies were also medicated and aimed at solving the teenage skin problem. Why You Need A Brand Strategy We live in a world that is driven by perception and brands represent customers’ opinion of a company’s credibility, products, reputation and customer experience. We will write a custom Essay on NIVEA and its marketing strategy specifically for you for only $16.05 $11/page. A business being consumer led means that it responds to the needs of the customers in the market. IvyPanda. To see an example of a full brand strategy / positioning case study, click one … It can be advantageous to businesses by offering an edge over competition (Anderson, et al., 2004). Ltd. One such example include introduction of Nivea Visage that targeted girls between the age group 13 to 19 years. In order to achieve company’s objectives, pricing should be done strategically to have required number of sales.