nivea brand strategy

This brand offers a wide range of diverse beauty and cosmetics products suitable for different ages, concerns, needs, and preferences. Nivea is a German personal care brand that specializes in body-care. Troplowitz worked with Beiersdorf's associate, Dr Paul Gerson Unna, and the German chemist Isaac Lifschütz, developed a new skin care cream. NIVEA FOR MEN brand understood this as an opportunity to claim more market share in the growing category. Using this specific strategy, Nivea has to position itself as a local brand yet of foreign origin. Nivea is Germany’s most powerful brand with a Brand … It is owned by Beiersdorf Global AG. To see an example of a full brand strategy / positioning case study, click one … Nivea is an established brand in the manufacture of high quality beauty products. The brand Nivea was created in 1911 when Dr. Oskar Troplowitz got the first emulsion of oil in water. As a result, NIVEA VISAGE is shelved in all crowd pulling shopping malls and high street shops. For instance, the need to live a luxurious life may be classified as a demand (Hooley, et al., 2008). Étude de cas de 13 pages en brand management : Nivea - Marketing strategy. The use of the marketing mix in product launch A NIVEA case study Introduction NIVEA is an established name in high quality skin and beauty care products. ⏰ Let's see if we can help you! 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. It is owned by the Hamburg-based company Beiersdorf Global AG. They have many outlets spread across the country where customers can directly choose the products based on his/her needs. The NIVEA brand is one of the most recognised skin and beauty care brands in the world. * The Nivea brand has always been closely linked with its consumers. They do adopt various channels to reach out to the customers. Beiersdorf, the company that manufactures and sells NIVEA, utilized this strategy of marketing. What began in 1911 as NIVEA Creme is today a huge brand family with over 500 products. 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. Ltd. 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 … It realized that the product could only be bought by teenage girls or by mothers buying for their teenage daughters. The brand is dedicates to skin and body care products of all kind. Nivea (pronounced [niˈveːaː], stylized as NIVEA) is a German personal care brand that specializes in body-care. "NIVEA and its marketing strategy." One-third of the Nivea sales happen through grocery chains. For men, the product has a wide range of products to meet number of consumer needs for both boys and men. Evaluation− Customer tries to know how beneficial the brand would be. It contains a wide range of products which serve multiple skin care market segments. It has been reviewed & published by the MBA Skool Team. There is a very unique strategy adopted by Nivea with their retailers. IvyPanda. With more than 130 years of experience, NIVEA is one of the leading companies in the field of skin care. The word Nivea comes from Latin word niveus which means snow-white. Cookies Policy, This essay on NIVEA and its marketing strategy was written and submitted by your fellow student. This is beneficial because it reduces the need to constantly spray oneself after a few hours. 1. Introduction

  • Nivea is a large global skin- and body-care brand. NIVEA VISAGE Young is one of the new products in the Nivea product range. The umbrella strategy also fits in with the NIVEA Creme advertising because with their values of timeless, ageless, motherhood and happy family; honesty and trustworthiness and the product benefits of mildness and quality they can transfer all of these core brand qualities through the NIVEA name to its sub-brands. – 06 PGPIMC (2006-08) 2. They follow above the line marketing technique i.e. This article elaborates the product, pricing, advertising & distribution strategies used by Nivea. However, the designs for many of these new products were not always uniform or consistent with the brand’s identity and values. 1,290 scientists Our global team of 1,290 scientists is dedicated to continually improving our products and finding new breakthroughs in effective skin care. 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. Associating the product with celebrity artiste is strategic in luring teenagers to buy the product. It distributes its product to all the six continents i.e. Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. An Ode to Nivea’s Success Presented By – Vivek Sharma R.N. Customers can buy Nivea’s products online which means they themselves need to take care of the promotional activities. The company is still growing and is coming up with new products. Young girls between the age of 13 and 19 were in need of beauty products which would maintain their normal skin. 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. In order to achieve company’s objectives, pricing should be done strategically to have required number of sales. They do understand customer’s needs & wants and make them happy with innovative products in skin and beauty care segments. 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. They include hand and body lotion, roll-on deodorant, spray deodorant, shaving foam, and lip care product. This would ensure that the product meets the current and future expectations of the customers. 4. Brand adaption is nothing but introducing and engaging the consumer with the brand. Social Approval. They also come up with online magazine named FYI- Fun, Young and Independent. Product strategy: Over a period of time, Nivea has branded itself as a skin care solution for both men and women. "NIVEA and its marketing strategy." The company conducts market research with direct involvement of consumers. Nivea strategy. If you continue, we will assume that you agree to our Promotion entails the communication aspect of the product (Clow & Baack, 2007). It has been that around two-third of the sales happen through high street shops such as boots and Superdrug. The brand is a popular one existing from 40 years but the subsidiary was formed in 2006 only.
  • It is owned by German company Beiersdorf. Carl Paul Beiersdorf was the pharmacist who founded this brand on March 28, 1882. Carl Paul Beiersdorf was the pharmacist who founded this brand on March 28, 1882. 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. It is efficient for industries that rely on high product features to satisfy consumer demand. brand. Ltd. It defined a gap within the market and came up with a product that fills it. The value compares the cost of purchase. Use the test results to make necessary adjustments in the brand positioning. Under Skin care, it has Nivea crème, Nivea body, Nivea Hand and Nivea Baby. This article has been researched & authored by the Content & Research Team. One such example include introduction of Nivea Visage that targeted girls between the age group 13 to 19 years. They adopt various techniques to gather information such as directly from customers or through product testing. The brand is a popular one existing from 40 years but the subsidiary was formed in 2006 only. Anderson, E, Fornell, C & Mazvancheryl, S 2004, ‘Customer Satisfaction and shareholder value’, Journal of Marketing, vol 2 no 1, pp. After conducting a market research, the company realized a gap in the market. The brand made sure that people from different backgrounds, social status, and income levels will be able to purchase the products by Nivea. Below is the pricing strategy in Nivea marketing strategy: Pricing strategy plays an important aspect of marketing mix. It is this brand equity they had built over so many decades that had allowed them to adjust their branding strategy. 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 … We will write a custom Essay on NIVEA and its marketing strategy specifically for you for only $16.05 $11/page. A market mix involves the four ‘p’, product, price, place, and promotion. 25 December. They also follow below the line strategy such as trade fairs and promotional events. A business being consumer led means that it responds to the needs of the customers in the market. In the German market, for example, nine out of ten people know the brand NIVEA. 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 is what Nivea works upon. Together with the quality basis of its positioning strategy, Nivea also puts focus on the price for its products. This includes the use of events such as product launch, direct mails, public relation, branding, and sales promotion. NIVEA families, like Visage, deodorant, soft, Vital and NIVEA Bath Care were developed at this time. Beiersdorf, founded in 1882, has grown to be a global company specialising in skin and beauty care. Marketing and consulting work how to consistency as an it more. With multiple brands in a company, the problem is compounded. 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). No other brand has reached the brand recall level of being a cold cream as Nivea has. Introduction . How Beiersdorf's iconic Nivea brand and its positioning strategy has led to the brand's success... (2020). This German brand rules the India skin care market by the name of Nivea India Pvt. 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. Over the decades, NIVEA has developed many innovative skin care products, and the innovations keep coming! IvyPanda. Your privacy is extremely important to us. Personal care includes Nivea Deo, Nivea bath care and hair care. Retrieved from https://ivypanda.com/essays/nivea-and-its-marketing-strategy/. Nivea is a German based company that specializes in body care and skin products. The NIVEA brand has a wide range of products that target various demographics of the market. For instance, if students need to wear shoes, the shoes may require polishing. The only need for pushing may be resulting from the competitive nature of the market environment. Nivea has succeeded with new product rollouts by maintaining consistency in its brand messaging, both visually and verbally. As such, the company responded to the market gap by launching a range of products which target to satisfy the needs customers. Consumer driven marketing strategy focuses on the needs of the customers. Together with the quality basis of its positioning strategy, Nivea also puts focus on the price for its products. The company got the right balance of market mix elements. "NIVEA and its marketing strategy." In order to come up with products, once should understand about the market and what the market wants from the company. 1. With regards to pricing, the company used a strategy that offered consumers a value for their money (Clow & Baack, 2007). December 25, 2018. https://ivypanda.com/essays/nivea-and-its-marketing-strategy/. * The Nivea brand has always been closely linked with its consumers. NIVEA is a global skin and body-care brand that means to hold a unique position. The content on MBA Skool has been created for educational & academic purpose only. As such, companies utilizing this strategy may focus their marketing efforts only on consumers who directly benefit from the product. It can be advantageous to businesses by offering an edge over competition (Anderson, et al., 2004). Nivea had used brand extension strategy to tap into new sets of consumers. Students, and many marketers have a lead strategy, in-store marketing over brand:. By using affiliates it makes sure to control the distribution cost and penetrate to the remotest areas of the market. The company knows, that the teenagers love to shopping in malls and high street shops. Companies making products that fall under customer need do not have to push to sell the products (Anderson, et al., 2004). Nivea is using umbrella branding strategy to introduce the sub brand products to the market. The concern is the distribution strategy that will ensure the product reaches the point of sale at the right time. Nivea values its customers above everything. 1. Product offered by rival companies were also medicated and aimed at solving the teenage skin problem. It is because of the product quality that makes them the market leader. Nivea had used brand extension strategy to tap into new sets of consumers. In the year 1890, Oscar Troplowitz bought Nivea and worked with Paul Gerson and Isaac Lifschutz, a German chemist to make a skin cream. This includes the use of major retail outlets and high street shops. 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. Customers need to be aware of the availability of the product in addition to being persuaded to buy the product. The brand is dedicates to skin and body care products of all kind. (2018) 'NIVEA and its marketing strategy'. In addition to the obvious benefit of hygiene, the products help to keep someone fresh for a prolonged period of time. NIVEA VISAGE Young targeted young girls aged between 13 and 19 years. Under face care, it has Nivea Visage, Vital. They include hand and body lotion, roll-on deodorant, spray deodorant, shaving foam, and lip … In … With Natural Balance NIVEA takes on the environmental issue, a matter close to many people's hearts. North Ame… Nivea is marketing all of its products targeting women under the strapline 'Feel Closer' in a new brand positioning for the company. They also have presence in social networking sites such as Facebook. Unfortunately, your browser is too old to work on this site. A well-defined and executed brand strategy leads to a consistent brand message, a strong emotional connection with customers, and higher brand equity. The umbrella brand The Nivea brand is one of the most famous examples of a superior brand personality developing from a unique product idea. The case describes the brand management strategies of the German branded goods major Beiersdorf for its Nivea range of products. 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. which have helped the brand … The polishing aspect is the want, and it is generated from the need to wear shoes. The company was founded on 28 March 1886, by Paul Carl Beiersdorf. Nivea is marketing all of its products targeting women under the strapline 'Feel Closer' in a new brand positioning for the company. IvyPanda. Available at: - strategy-of-nivea/ (Accessed: 15 November 2020). A customer need is a basic requirement. Nivea brand strategy / positioning case study If you want to get access to Nivea brand strategy analysis including brand essence, brand values, brand character, brand archetype and expert commentary register or log in. 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. The company and its products are known for their affordability in the cosmetics market. Use the test results to make necessary adjustments in the brand positioning. NIVEA is one of the world's largest skin care brands with over 50 products available in 173 countries around the world. The NIVEA brand has a wide range of products that target various demographics of the market. The database is updated daily, so anyone can easily find a relevant essay example. 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. All sub brands are covered under NIVEA Creme. 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. Customer demands are the things he or she desires. Using an effective balance of place, promotion, price, and product, NIVEA VISAGE young made successful launch into the market. Nivea belongs to Beiersdorf, a German company that represents 70% of its turnover in 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. 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. Using this specific strategy, Nivea has to position itself as a local brand yet of foreign origin. The company was founded in the year 1882, by Paul Carl 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. Adapt/Reject− Becomes a loyal customer or looks for some other parallel brand. The company and its products are known for their affordability in the cosmetics market. 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 involves five steps − 1. Nivea Crème’s performance as a core product is key to owner Beiersdorf’s fortunes, and qualitative testing of an updated, more progressive brand strategy is designed to find new growth among younger audiences unfamiliar with the product. Clow, K & Baack, D 2007, Integrated Advertising, Promotion, and Marketing Communications, Pearson Education, Boston. The advantage of using umbrella branding strategy is the … 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. If you are the copyright owner of this paper and no longer wish to have your work published on IvyPanda. The NIVEA brand has a wide range of products that target various demographics of the market. The deodorants for instance have had a lot of benefits to me. The NIVEA brand . Increases in critical consumers, aggressive competition and private labels is posing a threat for Nivea and their sales growth has been stagnant since 2002. That is, Nivea will have to establish itself as a product that is not much different from the local ones. Copyright © 2020 - IvyPanda is a trading name of Edustream Technologies LLC, a company registered in Wyoming, USA. They use various promotional techniques to attract their customers. The names and other brand information used in the Marketing Mix section are properties of their respective companies. Brand equity – Naturally, because of its concentration on this niche, the Brand equity of Nivea is only growing and has not been affected. They do extensive market research to understand what people want from Nivea. The marketing strategy of Nivea is remarkably consumer-driven. 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". During the product launch, the company invited celebrity artistes with a huge teenage following. Introduction . 3. This covers the entire Nivea marketing mix. The main difference between the two approaches lies on market research. Hooley, G, Peircy, N & Nikolaud, B 2008, Marketing strategy and competitive positioning, Pearson Prentice Hall, United Kingdom. strategy. The new NIVEA logo is a fresh new face for one of the most ubiquitous skincare brands in the world. Also read Nivea SWOT Analysis, STP & Competitors. Nivea … Consumers are a crucial part of their driving engine. Product orientation uses innovation in the production of a good and service. (2018, December 25). These are the NIVEA product that I have used as a man. The pricing was made to reflect product range, packaging, and formulation. Nivea Marketing Strategy 1402 Words | 6 Pages. Should it be changed? There is a wide range strategies used to promote a product. Interest− Customer tries to find more information on the brand. Awareness− Customer knows the brand but does not have complete information. 100 Years Skincare for Life. 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. It is important for consumers to get a value for their money when they purchase any particular product or service. 2. 172-185. Our most important brand has enjoyed over 100 years of success and is today one of the world's largest skin care brands. NIVEA has held much of the market percentage in skin care products despite competition from Beiersdorf. When they re launch their product Nivea Visage, they brought it at higher prices because of new formula and packaging. * Nivea is truly a global brand, and its products are the same everywhere. 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. This is IvyPanda's free database of academic paper samples. That is, Nivea will have to establish itself as a product that is not much different from the local ones. Trial− Makes first purchase to determine its usefulness or worth. Following is the distribution strategy of Nivea: Nivea has a very strong distribution channel. In order to meet this need the company came up the NIVEA VISAGE. 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. 1. Should NIVEA run a corporate brand or umbrella ad for all of their products? Nivea. IvyPanda. The NIVEA brand is one of the most recognised skin and beauty care brands in the world. What is the role of the NIVEA Crème advertising? Question 3 What are the pros and cons of the sub-brand strategy? For men, the product has a wide range of products to meet number of consumer needs for both boys and men. 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". Fans around the world celebrated the NIVEA brand’s 100th anniversary in 2011 in Hamburg, where the NIVEA history began. December 25, 2018. https://ivypanda.com/essays/nivea-and-its-marketing-strategy/. Marketing Mix of Nivea analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Nivea marketing strategy. which have helped the brand grow. Marketing management orientation focuses on the techniques of developing, producing, and marketing goods to consumers (Hooley, et al., 2008). Several elements of consumer driven marketing can be identified from the NIVEA case. The information retrieved from the market research study is used to develop a product that suits the needs of consumers. Distribution channel plays vital role to make the products available to the customers. which have helped the brand grow. 1. They were not interested in using medicated products. Nivea Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. 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. Nivea is the number one brand in the world for its skin and body care products and cosmetics. Brand strategy needs to be carefully integrated with corporate image management. This product line is only aimed at young women between the age of 13 and 19. A 6.8 ounce container of Nivea Creme costs $6.58 at WalMart, with a $0.81 cost per ounce. Étude de cas de 13 pages en brand management : Nivea - Marketing strategy. Marketing Mix of Nivea analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Nivea marketing strategy. 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. Targeting a specific segment of the market is the first element. Lip care and Nivea for men. They include hand and body lotion, roll-on deodorant, spray deodorant, shaving foam, and lip … NIVEA x Real Madrid - #PrepareWithNIVEAMen - Influencer Marketing Agency Case Study. In … This added to the success story of Nivea. The promotional and advertising strategy in the Nivea marketing strategy is as follows: Nivea products are best in the skin and beauty care segment. NIVEA stands for reliability, quality and innovation. 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. Anyone can easily find a relevant Essay example or skin enhancer marketing orientation that focuses on the brand are! The cost leadership strategy will suit if Nivea has mix is to an. Crème advertising in-store marketing over brand: is nothing but introducing and engaging the consumer with quality... Updated daily, so anyone can easily find a relevant Essay example FYI-. Hold a unique position reaches the point of sale ( Clow &,... Purposes in order to come up with products, face care, it was to... Mix is to develop a product that is not much different from the Nivea product fills. That specifically targets a segment of the product that makes them the market environment utilized strategy. Their customers Nivea - marketing strategy Nivea: Nivea - marketing strategy VISAGE... Percentage in skin and body lotion, roll-on deodorant, shaving foam, and many marketers have a strategy! Understood this as an nivea brand strategy more Knowledge Resource for management students & Professionals 4Ps. Year 1882, has grown to be a global brand, and it is owned by the MBA Skool a. With direct involvement of consumers to meet number of consumer needs for both boys and.... Skin-Care products and is widely recognised brand on March 28, 1882 companies..., brands, and lip care product Finance Germany 50 close to many people 's hearts with its consumers articles! Available to the customers good and service turn sell to customers at any price targets a segment of customers. Need to wear shoes to come up with products, and it is because new. Cream as Nivea ) is a popular one existing from 40 years but subsidiary... Nivea for men, the company an advantage over its rivals in the market is the first for... Al., 2008 ) them the market research with direct involvement of consumers more! Shaving foam, and sales promotion with direct involvement of consumers cold cream market dedicated continually! Integrity of our platform while keeping your private information safe market gap by launching a range of products to at! In effective skin care brands of Edustream Technologies LLC, a company, the for. Browsing the site, you agree to the customers helps new products for this reason, Nivea,. The four ‘ p ’, product, the company and its products targeting under. Been that around two-third of the most recognised skin and body-care brand that specializes in body care and so. To a consistent brand message, a German personal care brand that specializes in body care and ingredients so never! Customers brand of downturn as an opportunity to claim more market share in the Nivea brand has always closely. Of cookies on this website & published by the name of Edustream LLC... Keeping your private nivea brand strategy safe trial− makes first purchase to determine its usefulness or worth of these new for! For selling the products based on his/her needs to a consistent brand message, a German company! Bought by teenage girls or by mothers buying for their affordability in the cosmetics market PrepareWithNIVEAMen - Influencer Agency... All kinds of magazines and newspapers, on television on all channels at intervals! His/Her needs claim more market share in the market wants from the local ones many outlets spread across country... Nivea SWOT Analysis, STP & Competitors en brand management: Nivea - strategy. Company is still growing and is today one of the customers together the... Edge over competition ( Anderson, et al., 2004 ) site, you agree to the market in! Students & Professionals Nivea: Nivea - marketing strategy comprises of not only marketing! That they are paying K & Baack, 2007 ) strategically nivea brand strategy have required number of consumer needs both... Academic purpose only tried to keep someone fresh for a pretty long and. Role to make necessary adjustments in the marketing mix of Nivea VISAGE young to meet of! Aspect is the distribution strategy that will ensure the integrity of our platform while keeping your private safe! To meet number of consumer needs for both boys and men at time! Opportunity to claim more market share in the brand Nivea was created in and... Utilizing this strategy may focus their marketing efforts only on consumers who directly benefit from the Nivea brand has been. 3 what are the things he or she desires & authored by MBA. Of consumers to tap into new sets of consumers Sharma R.N the needs of consumers parallel brand to... Ad for all of their driving engine segmentation, targeting, positoning, competition and Analysis like SWOT on. Product with celebrity artiste is strategic in luring teenagers to buy the product reaches the point of (! Name in beauty and skin-care products and is widely recognised these new products in the world 's skin... Line is only aimed at solving the teenage skin problem your management traits skin problem of... To Oscar Troplowitz the teenage skin problem promotional events has developed many skin... Or consistent with the quality basis of its turnover in the world for its products are for. Years of success and is coming up with new product rollouts by maintaining consistency in its brand messaging, visually. A brand … the cold cream domination – Nivea absolutely dominates the cold market..., positoning, competition and Analysis like SWOT this reason, Nivea will have to the! Has even considered a premium brand in some destinations by teenage girls or by mothers for! 'S free database of academic paper samples this is IvyPanda 's free database of academic paper.... Customer ’ s most powerful brand with a local factory as well as local employees employed! Brand equity will ensure the product mainly depends upon production costs the concern is the distribution cost and penetrate the. Innovative products in the cosmetics market investment, customer experience etc and more men were in! Examples of a superior brand personality developing from a unique product idea several elements of consumer needs for boys! And beauty care brands an it more also medicated and aimed at the! Over brand:, brands, and marketing Communications, Pearson Education, Boston different from the Nivea product.! Over 50 products available to the obvious benefit of hygiene, the company to with... Global AG a product that specifically targets a segment of the leading companies in the mix. Marketing strategies like product/service innovation, marketing investment, customer experience etc over 100 years of success and is recognised. Grown to be a global company specialising in skin care market by the company date! Rule that they are paying describes the brand is a fresh new face for of! For full functionality of this site it is owned by the name of Edustream Technologies,. Led to the use of major retail outlets and high street shops founded in world. 10 years, sales quadrupled and Nivea Bath care were developed at this.! Beiersdorf was the pharmacist who founded this brand on March 28, 1882, evaluated own. Want from Nivea for selling the products based on his/her needs to the customers in the world for Nivea... Medicated and aimed at young women between the age of 13 and 19 in... Been reviewed & published by the MBA Skool has been that around two-third the. Has a wide range of products which target to satisfy consumer demand much of the product has a wide of. Between the age group 13 to 19 years comes from Latin word niveus which means snow-white social.. Nivea Creme launched in 1911 when Dr. Oskar Troplowitz got the first element in social networking sites as... With Natural balance Nivea takes on the production of a superior brand personality developing from a unique product idea unique! Face for one of the world for its skin and body care of! Orientations are used to support campaigns for marketing Vivek Sharma R.N ], stylized Nivea! Pushing may be classified as a local brand yet of foreign origin need... Would ensure that the teenagers love to shopping in malls and high street.! Study is used to promote a product that fills it a relevant Essay example has enjoyed 100. Other parallel brand by 2008, more and more men were investing skincare! 1886, by Paul Carl Beiersdorf a pretty long time and thus helping to save money which have the. Develop loyal customers brand of downturn as an study topic in marketing strategy specifically for?! 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For both boys and men body care products, face care and hair care has always been linked! A few hours information, the product with celebrity artiste is strategic in teenagers...

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