nivea brand strategy

Introduction The concept of Positioning Nivea Product Price Place Promotion Chanel Product Price Place Promotion Conclusion Bibliography The polishing aspect is the want, and it is generated from the need to wear shoes. Using this specific strategy, Nivea has to position itself as a local brand yet of foreign origin. Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. NIVEA VISAGE Young targeted young girls aged between 13 and 19 years. The company relies on information from comprehensive market research to develop a product that specifically targets a segment of the market. Nivea Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. It has been that around two-third of the sales happen through high street shops such as boots and Superdrug. Marketing Mix of Nivea analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Nivea marketing strategy. Over the years, Nivea has gained recognition for its brand and is the 225th brand in the world as of 2016 and is the 50th highest rated brand of Germany. Associating the product with celebrity artiste is strategic in luring teenagers to buy the product. For men, the product has a wide range of products to meet number of consumer needs for both boys and men. 1. The company got the right balance of market mix elements. Promotion. This brand offers a wide range of diverse beauty and cosmetics products suitable for different ages, concerns, needs, and preferences. Nivea adverts are found in all kinds of magazines and newspapers, on television on all channels at regular intervals. Nivea said the Feel Closer line, devised by DraftFCB London, aims to emphasise the positive impact Nivea products have on female relationships by helping them to "feel good in their own skin". Brand strategy needs to be carefully integrated with corporate image management. All products by NIVEA are made with top-of-the-line care and ingredients so you never have to doubt the quality or efficacy of your purchase. The advantage of using umbrella branding strategy is the … If you are the copyright owner of this paper and no longer wish to have your work published on IvyPanda. It contains a wide range of products which serve multiple skin care market segments. Nivea's journey from being a one-product brand to a range encompassing fourteen product categories and over 300 products by the beginning of the 21st century is explored. strategy. Available at:-positioning-strategy-khare/ (Accessed: 15 November 2020). This information gave the company an advantage over its rivals in the development of NIVEA VISAGE young. NIVEA assumed a marketing orientation that focuses on the production and marketing of the new product. In the year 1890, Oscar Troplowitz bought Nivea and worked with Paul Gerson and Isaac Lifschutz, a German chemist to make a skin cream. Nivea is marketing all of its products targeting women under the strapline 'Feel Closer' in a new brand positioning for the company. In addition to the obvious benefit of hygiene, the products help to keep someone fresh for a prolonged period of time. They adopt various techniques to gather information such as directly from customers or through product testing. You are free to use it for research and reference purposes in order to write your own paper; however, you must. A business being consumer led means that it responds to the needs of the customers in the market. Nivea belongs to Beiersdorf, a German company that represents 70% of its turnover in the market. Carl Paul Beiersdorf was the pharmacist who founded this brand on March 28, 1882. The NIVEA brand has a wide range of products that target various demographics of the market. This specific strategy is currently being employed by the company to date with a local factory as well as local employees being employed. There is a wide range strategies used to promote a product. Nivea is Germany’s most powerful brand with a Brand … Though sales of NIVEA Creme had become stagnant, the company developed a strategy which was twofold and allowed for stabilizing the market position of NIVEA and expands the strength of NIVEA Creme by transferring its brand equity to other product classes. For men, the product has a wide range of products to meet number of consumer needs for both boys and men. Nivea had used brand extension strategy to tap into new sets of consumers. Beiersdorf, the company that manufactures and sells NIVEA, utilized this strategy of marketing. The NIVEA brand has a wide range of products that target various demographics of the market. IvyPanda. Its a Brand Building Strategy for Nivea; A Strategic Brand Management Project Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. The cost leadership strategy will suit if Nivea has developed capabilities to... 5.2 Differentiation based competitive advantage. However, the designs for many of these new products were not always uniform or consistent with the brand’s identity and values. 2. All products by NIVEA are made with top-of-the-line care and ingredients so you never have to doubt the quality or efficacy of your purchase. MBA Skool is a Knowledge Resource for Management Students & Professionals. The brand made sure that people from different backgrounds, social status, and income levels will be able to purchase the products by Nivea. The simple look of the clean, white lettering imprinted in a royal blue circle of tin stands for the legacy of Nivea, internationally known for its multipurpose cream but having expanded to include a very large number of skincare products throughout the years. It has been reviewed & published by the MBA Skool Team. The brand is a popular one existing from 40 years but the subsidiary was formed in 2006 only. Nivea has succeeded with new product rollouts by maintaining consistency in its brand messaging, both visually and verbally. The NIVEA brand is one of the most recognised skin and beauty care brands in the world. The brand has body care products, sun screen products, hand care products, men and women face care products, talcum powder and deodorants, shower soaps and body wash and lip care. "NIVEA and its marketing strategy." As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. This is what Nivea works upon. 1. NIVEA families, like Visage, deodorant, soft, Vital and NIVEA Bath Care were developed at this time. Nivea's journey from being a one-product brand to a range encompassing fourteen product categories and over 300 products by the beginning of the 21st century is explored. Étude de cas de 13 pages en brand management : Nivea - Marketing strategy. Our detailed walkthroughs, guides and informational articles are our way of ensuring that your NIVEA experience is top notch. The company has used a wide range of distribution channels to ensure that NIVEA VISAGE reaches all the places where it is supposed to be sold. Adapt/Reject− Becomes a loyal customer or looks for some other parallel brand. It contains thousands of paper examples on a wide variety of topics, all donated by helpful students. Beiersdorf, founded in 1882, has grown to be a global company specialising in skin and beauty care. NIVEA is a German skincare brand owned byBeiersdorfthat has been around for 100 years.NIVEA is one of the world’s best known, largest, and leading skincare brands. These are the NIVEA product that I have used as a man. It is owned by Beiersdorf Global AG. Introduction . 5. The brand is valued at 6.7 Billion dollars. This German brand rules the India skin care market by the name of Nivea India Pvt. 1. A well-defined and executed brand strategy leads to a consistent brand message, a strong emotional connection with customers, and higher brand equity. When they re launch their product Nivea Visage, they brought it at higher prices because of new formula and packaging. In 1900, Lifschütz … With more than 130 years of experience, NIVEA is one of the leading companies in the field of skin care. Under Skin care, it has Nivea crème, Nivea body, Nivea Hand and Nivea Baby. NIVEA creme was first introduced in 1911 and the NIVEA brand now extends to 14 product ranges worldwide from suncare to facial moisturisers, deodorant and shower products. Should NIVEA run a corporate brand or umbrella ad for all of their products? Brand equity – Naturally, because of its concentration on this niche, the Brand equity of Nivea is only growing and has not been affected. I have personally experienced benefits from use of these products. Nivea is a German personal care brand that specializes in body-care. In the German market, for example, nine out of ten people know the brand NIVEA. The content on MBA Skool has been created for educational & academic purpose only. The case describes the brand management strategies of the German branded goods major Beiersdorf for its Nivea range of products. Ltd. Customers need to be aware of the availability of the product in addition to being persuaded to buy the product. Not sure how best to use that brand new salve, hair style or skin enhancer? The information retrieved from the market research study is used to develop a product that suits the needs of consumers. It is efficient for industries that rely on high product features to satisfy consumer demand. After 1980s, Nivea expanded its market and was available worldwide. Evaluation− Customer tries to know how beneficial the brand would be. "NIVEA and its marketing strategy." Nivea is using umbrella branding strategy to introduce the sub brand products to the market. Personal care includes Nivea Deo, Nivea bath care and hair care. In order to come up with products, once should understand about the market and what the market wants from the company. 1. It involves five steps − 1. * Nivea is truly a global brand, and its products are the same everywhere. 2018. Copyright © 2020 - IvyPanda is a trading name of Edustream Technologies LLC, a company registered in Wyoming, USA. The new NIVEA logo is a fresh new face for one of the most ubiquitous skincare brands in the world. Nivea strategy. The names and other brand information used in the Marketing Mix section are properties of their respective companies. Nivea … * Nivea is truly a global brand, and its products are the same everywhere. Customer demands are the things he or she desires. In designing the logo, our primary goal was to create a clearer expression of the brand heritage and its values, editing the multiple different logos currently used across countries and products. There are different strategies that Nivea uses to obtain social acceptance. If you continue, we will assume that you agree to our It also helps new products Using an effective balance of place, promotion, price, and product, NIVEA VISAGE young made successful launch into the market. Your privacy is extremely important to us. Nivea is using umbrella branding strategy to introduce the sub brand products to the market. The brand is dedicates to skin and body care products of all kind. Nivea said the Feel Closer line, devised by DraftFCB London, aims to emphasise the positive impact Nivea products have on female relationships by helping them to "feel good in their own skin". NIVEA and its marketing strategy. By using affiliates it makes sure to control the distribution cost and penetrate to the remotest areas of the market. The Marketing Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories. A well-defined and executed brand strategy leads to a consistent brand message, a strong emotional connection with customers, and higher brand equity. The company and its products are known for their affordability in the cosmetics market. The NIVEA brand . The NIVEA brand is one of the most recognised skin and beauty care brands in the world. NIVEA Body When Beiersdorf introduced its pioneering NIVEA Milk, the first “liquid cream” in 1963, it opened up a brand-new dimension of skin care. This German brand rules the India skin care market by the name of Nivea India Pvt. They do extensive market research to understand what people want from Nivea. Later on, Lifschutz developed Eucerit – a stable emulsion. They include hand and body lotion, roll-on deodorant, spray deodorant, shaving foam, and lip care product. For this reason, Nivea has even considered a premium brand in some destinations. Price of the products mainly depends upon production costs. Nivea (pronounced [niˈveːaː], stylized as NIVEA) is a German personal care brand that specializes in body-care. The Cold cream domination – Nivea absolutely dominates the cold cream market. Let us start the Nivea Marketing Mix & Strategy: The product strategy and mix in Nivea marketing strategy can be explained as follows: Products are the backbone for Nivea. This specific strategy is currently being employed by the company to date with a local factory as well as local employees being employed. They do understand customer’s needs & wants and make them happy with innovative products in skin and beauty care segments. Nivea is an established brand in the manufacture of high quality beauty products. That is, Nivea will have to establish itself as a product that is not much different from the local ones. Thus, you can find prices do differ at different places. Nivea Marketing Strategy 1402 Words | 6 Pages. It is part of a range of brands produced and sold by Beiersdorf. When looking at brand equity from the standpoint of paying the premium price of a product over the generic brand price, Nivea Creme has certainly produced much brand equity for Nivea. 1. At the same time, the sprays can last for a pretty long time and thus helping to save money. This article elaborates the product, pricing, advertising & distribution strategies used by Nivea. The company conducts market research with direct involvement of consumers. All sub brands are covered under NIVEA Creme. The companies are not associated with MBA Skool in any way. Marketing Mix of Nivea analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Nivea marketing strategy. It realized that the product could only be bought by teenage girls or by mothers buying for their teenage daughters. You can use them for inspiration, an insight into a particular topic, a handy source of reference, or even just as a template of a certain type of paper. They do adopt various channels to reach out to the customers. Browse 4Ps Analysis of more brands and companies similar to Nivea Marketing Mix. 25 December. They have many outlets spread across the country where customers can directly choose the products based on his/her needs. Nivea take care of its customers that they are getting more value than what they are paying. As such, companies utilizing this strategy may focus their marketing efforts only on consumers who directly benefit from the product. Promotion entails the communication aspect of the product (Clow & Baack, 2007). Quizzes test your expertise in business and Skill tests evaluate your management traits. Customer wants are drawn from customer needs. But the mail channel for selling the products is the retail outlets. Whenever you are traveling to colder regions, you cannot do without your Nivea cream, the brand has that kind of hold on consumers. An Ode to Nivea’s Success Presented By – Vivek Sharma R.N. They follow above the line marketing technique i.e. December 25, 2018. https://ivypanda.com/essays/nivea-and-its-marketing-strategy/. Interest− Customer tries to find more information on the brand. ⏰ Let's see if we can help you! They also come up with online magazine named FYI- Fun, Young and Independent. they go for TV advertisements. Nivea have already established their name in beauty and skin-care products and is widely recognised. The brand is dedicates to skin and body care products of all kind. To ensure that the market embraces the product, Nivea … Should it be changed? Unfortunately, your browser is too old to work on this site. Now, these retailers can in turn sell to customers at any price. The case examines in detail Beiersdorf's 'twin-strategy' of brand extension and globalization, which made Nivea the number one skin care brand in the world. From the market research, the company was able to establish that young female consumers needed a beauty product that maintains their normal skin and not a medicated product. The concern is the distribution strategy that will ensure the product reaches the point of sale at the right time. What’s your deadline? Use the test results to make necessary adjustments in the brand positioning. They use various promotional techniques to attract their customers. In 1890, it was sold to Oscar Troplowitz. For full functionality of this site it is necessary to enable JavaScript. For instance, the need to live a luxurious life may be classified as a demand (Hooley, et al., 2008). In only 10 years, sales quadrupled and NIVEA became Beiersdorf’s largest brand by far. Marketing and consulting work how to consistency as an it more. 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. They have made a rule that they will sell the products to retailers at one price. However, the growth of the Nivea brand was the result of the modernization of the flagship product (Nivea Crème) along with the well-managed brand extensions using sub-brand strategy … With Natural Balance NIVEA takes on the environmental issue, a matter close to many people's hearts. What is the role of the NIVEA Crème advertising? 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. Young girls between the age of 13 and 19 were in need of beauty products which would maintain their normal skin. Companies making products that fall under customer need do not have to push to sell the products (Anderson, et al., 2004). This article has been researched & authored by the Content & Research Team. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. Nivea is the number one brand in the world for its skin and body care products and cosmetics. Nivea had used brand extension strategy to tap into new sets of consumers. 1. It defined a gap within the market and came up with a product that fills it. Cookies Policy, This essay on NIVEA and its marketing strategy was written and submitted by your fellow student. 100 Years Skincare for Life. ... Our strategy C.A.R.E.+ is our answer to this, based on a strong commitment, five strategic priorities + our ambition to create more value to the people and society. 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). NIVEA has always been able to continue its expansion into new product categories with the aim of satisfying changing consumer needs and lifestyles. 3. The only need for pushing may be resulting from the competitive nature of the market environment. This explains the product strategy in the marketing mix of Nivea. This would ensure that the product meets the current and future expectations of the customers. NIVEA assessed the marketplace, evaluated its own business, brands, and products. Another element of consumer driven marketing evident in the NIVEA case is the focus on meeting the needs of customers (Clow & Baack, 2007). Nivea's journey from being a one-product brand to a range encompassing fourteen product categories and over 300 products by the beginning of the 21st century is explored. Following is the distribution strategy of Nivea: Nivea has a very strong distribution channel. Also, the skin care products developed by the brand are tailored to the local needs and giving due consideration to the demographicand environmental factors. This includes the use of events such as product launch, direct mails, public relation, branding, and sales promotion. Fans around the world celebrated the NIVEA brand’s 100th anniversary in 2011 in Hamburg, where the NIVEA history began. Marketing Mix of Nivea analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Nivea marketing strategy. Customers can buy Nivea’s products online which means they themselves need to take care of the promotional activities. How Beiersdorf's iconic Nivea brand and its positioning strategy has led to the brand's success... (2020). Today, there is a comprehensive range of NIVEA Body products, from a rich, nourishing body milk to a fast absorbing body lotion, and skin-firming oil to innovative in-shower body moisturizers. The company was founded in the year 1882, by Paul Carl Beiersdorf. One-third of the Nivea sales happen through grocery chains. 4. Marketing strategy helps companies achieve business goals & objectives, and … All sub brands are covered under NIVEA Creme. A customer need is a basic requirement. (2018, December 25). Marketing Strategy of Nivea. It is owned by the Hamburg-based company Beiersdorf Global AG. The value compares the cost of purchase. It is because of the product quality that makes them the market leader. Also read Nivea SWOT Analysis, STP & Competitors. In order to meet this need the company came up the NIVEA VISAGE. professional specifically for you? NIVEA is one of the world's largest skin care brands with over 50 products available in 173 countries around the world. NIVEA FOR MEN brand understood this as an opportunity to claim more market share in the growing category. This covers the entire Nivea marketing mix. The pricing was made to reflect product range, packaging, and formulation. After conducting a market research, the company realized a gap in the market. Marketing of New Services - Set up Information Literacy Talks for Mature, Advanced Marketing Strategy of Adidas Group, How are notions of masculinity represented in advertising, The Role of Technology in Facilities Management, Marketing: The Product and the Factors That Enhance Its Popularity. Product orientation uses innovation in the production of a good and service. which have helped the brand … The NIVEA brand . The brand is a popular one existing from 40 years but the subsidiary was formed in 2006 only. Product strategy: Over a period of time, Nivea has branded itself as a skin care solution for both men and women. Strategy The goal was to create an engaging online ad built around the Nivea For Men advertising campaign based on the brand winning FHM magazine’s Grooming Award for best product in 2011 for the eighth year in a row. This added to the success story of Nivea. NIVEA x Real Madrid - #PrepareWithNIVEAMen - Influencer Marketing Agency Case Study. Beiersdorf is the company that markets the product range. If purchase of a particular product helps to save money that could have been spent elsewhere, the product gives consumers a value for their money. Not sure how best to use that brand new salve, hair style or skin enhancer? Use the test results to make necessary adjustments in the brand positioning. The NIVEA brand has a wide range of products that target various demographics of the market. Social Approval. They include hand and body lotion, roll-on deodorant, spray deodorant, shaving foam, and lip … That is, Nivea will have to establish itself as a product that is not much different from the local ones. Étude de cas de 13 pages en brand management : Nivea - Marketing strategy. The differentiation strategy focuses on … NIVEA stands for reliability, quality and innovation. Together with the quality basis of its positioning strategy, Nivea also puts focus on the price for its products. Question 3 What are the pros and cons of the sub-brand strategy? Together with the quality basis of its positioning strategy, Nivea also puts focus on the price for its products. During the product launch, the company invited celebrity artistes with a huge teenage following. NIVEA is a global skin and body-care brand that means to hold a unique position. Using this specific strategy, Nivea has to position itself as a local brand yet of foreign origin. Nivea Creme launched in 1911 and revolutionized skin care as the first stable oil-and-water-based cream in the world. They also follow below the line strategy such as trade fairs and promotional events. "NIVEA and its marketing strategy." Nivea. Awareness− Customer knows the brand but does not have complete information. Need a custom Essay sample written from scratch by For instance, if students need to wear shoes, the shoes may require polishing. Nivea URL: Page Title: Buy Nivea cosmetics online at Junglee.com Page Summary Line: Make a fresh start with the range of specialised Nivea products for men and women online at Junglee.com. The 50 most valuable German brands are included in the Brand Finance Germany 50. December 25, 2018. https://ivypanda.com/essays/nivea-and-its-marketing-strategy/. Place may refer to the point of sale (Clow & Baack, 2007). Retrieved from https://ivypanda.com/essays/nivea-and-its-marketing-strategy/. Every year, leading valuation and strategy consultancy Brand Finance values the brands of thousands of the world’s biggest companies. NIVEA is a global skin and body-care brand that means to hold a unique position. * The Nivea brand has always been closely linked with its consumers. . The case examines in detail Beiersdorf's 'twin-strategy' of brand extension and globalization, which made Nivea the number one skin care brand in the world. Students, and many marketers have a lead strategy, in-store marketing over brand:. Available at: - strategy-of-nivea/ (Accessed: 15 November 2020). A 6.8 ounce container of Nivea Creme costs $6.58 at WalMart, with a $0.81 cost per ounce. IvyPanda. The company was founded on 28 March 1886, by Paul Carl Beiersdorf. Under face care, it has Nivea Visage, Vital. The orientations are used to support campaigns for marketing. It distributes its product to all the six continents i.e. For instance, it can use a focus group to engage with consumers, listen to them, gather data, and conduct testing for products before launching the products into the market. The advantage of using umbrella branding strategy is the capitalization on one single name. For men, the product has a wide range of products to meet number of consumer needs for both boys and men. Product line consists of skin care products, face care and personal care products.

  • 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.

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