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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. Troplowitz worked with Beiersdorf's associate, Dr Paul Gerson Unna, and the German chemist Isaac Lifschütz, developed a new skin care cream. A well-defined and executed brand strategy leads to a consistent brand message, a strong emotional connection with customers, and higher brand equity. Our most important brand has enjoyed over 100 years of success and is today one of the world's largest skin care brands. Trial− Makes first purchase to determine its usefulness or worth. Awareness− Customer knows the brand but does not have complete information. Beiersdorf is the company that markets the product range. 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. ... Nivea Crème is one such example of a brand that has been extended to other skin-related products to provide resources for other brands by … IvyPanda. The NIVEA brand . Nivea is using umbrella branding strategy to introduce the sub brand products to the market. "NIVEA and its marketing strategy." Price of the products mainly depends upon production costs. Need a custom Essay sample written from scratch by They do adopt various channels to reach out to the customers. 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. The umbrella brand The Nivea brand is one of the most famous examples of a superior brand personality developing from a unique product idea. For this reason, Nivea has even considered a premium brand in some destinations. Customers need to be aware of the availability of the product in addition to being persuaded to buy the product. The advantage of using umbrella branding strategy is the … This explains the product strategy in the marketing mix of Nivea. The Cold cream domination – Nivea absolutely dominates the cold cream market. The umbrella brand The Nivea brand is one of the most famous examples of a superior brand personality developing from a unique product idea. It distributes its product to all the six continents i.e. Étude de cas de 13 pages en brand management : Nivea - Marketing strategy. The promotional and advertising strategy in the Nivea marketing strategy is as follows: Nivea products are best in the skin and beauty care segment. 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). 1. Now, these retailers can in turn sell to customers at any price. The companies are not associated with MBA Skool in any way. 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. There is a wide range strategies used to promote a product. The WalMart brand Equate has a 6.5 ounce skin cream for $2.98. This is what Nivea works upon. No other brand has reached the brand recall level of being a cold cream as Nivea has. In creating a product strategy, a company should choose the right brand name, packaging, colors, and warranty (Gitman & McDaniel, 2008). It is because of the product quality that makes them the market leader. 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. It contains thousands of paper examples on a wide variety of topics, all donated by helpful students. Nivea has succeeded with new product rollouts by maintaining consistency in its brand messaging, both visually and verbally. 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. Nivea Creme launched in 1911 and revolutionized skin care as the first stable oil-and-water-based cream in the world. At the same time, the sprays can last for a pretty long time and thus helping to save money. This includes the use of events such as product launch, direct mails, public relation, branding, and sales promotion. By 2008, more and more men were investing in skincare and grooming products. Using this specific strategy, Nivea has to position itself as a local brand yet of foreign origin. The pricing was made to reflect product range, packaging, and formulation. A market mix involves the four ‘p’, product, price, place, and promotion. In the year 1890, Oscar Troplowitz bought Nivea and worked with Paul Gerson and Isaac Lifschutz, a German chemist to make a skin cream. The company got the right balance of market mix elements. 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". If you continue browsing the site, you agree to the use of cookies on this website. They were not interested in using medicated products. They use various promotional techniques to attract their customers. Cookies Policy, This essay on NIVEA and its marketing strategy was written and submitted by your fellow student. Evaluation− Customer tries to know how beneficial the brand would be. Our detailed walkthroughs, guides and informational articles are our way of ensuring that your NIVEA experience is top notch. Under Skin care, it has Nivea crème, Nivea body, Nivea Hand and Nivea Baby. NIVEA is a global skin and body-care brand that means to hold a unique position. Hooley, G, Peircy, N & Nikolaud, B 2008, Marketing strategy and competitive positioning, Pearson Prentice Hall, United Kingdom. 2018. Nivea distributes the offerings of the brand with the help of 17000 odd employees of the parent company Beiersdorf and more than 170 affiliates across the globe. That is, Nivea will have to establish itself as a product that is not much different from the local ones. 4. I have personally experienced benefits from use of these products. Introduction The concept of Positioning Nivea Product Price Place Promotion Chanel Product Price Place Promotion Conclusion Bibliography They follow above the line marketing technique i.e. brand. The NIVEA brand is one of the most recognised skin and beauty care brands in the world. 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. Nivea is the number one brand in the world for its skin and body care products and cosmetics. For men, the product has a wide range of products to meet number of consumer needs for both boys and men. Product strategy: Over a period of time, Nivea has branded itself as a skin care solution for both men and women. The company relies on information from comprehensive market research to develop a product that specifically targets a segment of the market. In 1900, Lifschütz … As a result, NIVEA VISAGE is shelved in all crowd pulling shopping malls and high street shops. 1. 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. Not sure how best to use that brand new salve, hair style or skin enhancer? In 1890, it was sold to Oscar Troplowitz. Distribution channel plays vital role to make the products available to the customers. * Nivea is truly a global brand, and its products are the same everywhere. December 25, 2018. https://ivypanda.com/essays/nivea-and-its-marketing-strategy/. IvyPanda. ... 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. Every year, leading valuation and strategy consultancy Brand Finance values the brands of thousands of the world’s biggest companies. But the mail channel for selling the products is the retail outlets. Nivea take care of its customers that they are getting more value than what they are paying. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. The information retrieved from the market research study is used to develop a product that suits the needs of consumers. 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. They also follow below the line strategy such as trade fairs and promotional events. There are different strategies that Nivea uses to obtain social acceptance. In order to meet this need the company came up the NIVEA VISAGE. which have helped the brand … However, the designs for many of these new products were not always uniform or consistent with the brand’s identity and values. Should it be changed? As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. Marketing strategy helps companies achieve business goals & objectives, and … Marketing Mix of Nivea analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Nivea marketing strategy. The Marketing Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories. (2018) 'NIVEA and its marketing strategy'. This specific strategy is currently being employed by the company to date with a local factory as well as local employees being employed. The brand Nivea was created in 1911 when Dr. Oskar Troplowitz got the first emulsion of oil in water. For men, the product has a wide range of products to meet number of consumer needs for both boys and men. Nivea … It is important for consumers to get a value for their money when they purchase any particular product or service. What is the role of the NIVEA Crème advertising? NIVEA stands for reliability, quality and innovation. A customer need is a basic requirement. product. 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. After 1980s, Nivea expanded its market and was available worldwide. The database is updated daily, so anyone can easily find a relevant essay example. NIVEA and its marketing strategy. An Ode to Nivea’s Success Presented By – Vivek Sharma R.N. The brand is dedicates to skin and body care products of all kind. They include hand and body lotion, roll-on deodorant, spray deodorant, shaving foam, and lip care product. This article elaborates the product, pricing, advertising & distribution strategies used by Nivea. NIVEA has always been able to continue its expansion into new product categories with the aim of satisfying changing consumer needs and lifestyles. Product line consists of skin care products, face care and personal care products. After conducting a market research, the company realized a gap in the market. They have many outlets spread across the country where customers can directly choose the products based on his/her needs. 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. By using affiliates it makes sure to control the distribution cost and penetrate to the remotest areas of the market. This product line is only aimed at young women between the age of 13 and 19. 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. The company is still growing and is coming up with new products. Ltd. IvyPanda. The marketing strategy of Nivea is remarkably consumer-driven. 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. The differentiation strategy focuses on … Median Income, the Associated Traits and the Relevance to the Product, Marketing Strategies for Laundry Detergent “Finish Dishwater Tablets 25 Pack”. It is owned by the Hamburg-based company Beiersdorf Global AG. Below is the pricing strategy in Nivea marketing strategy: Pricing strategy plays an important aspect of marketing mix. 1. 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. The deodorants for instance have had a lot of benefits to me. Later on, Lifschutz developed Eucerit – a stable emulsion. IvyPanda. Also, the skin care products developed by the brand are tailored to the local needs and giving due consideration to the demographicand environmental factors. Nivea is Germany’s most powerful brand with a Brand … 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. 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". Not sure how best to use that brand new salve, hair style or skin enhancer? The brand made sure that people from different backgrounds, social status, and income levels will be able to purchase the products by Nivea. Nivea. Customers can buy Nivea’s products online which means they themselves need to take care of the promotional activities. Introduction . There is a very unique strategy adopted by Nivea with their retailers. They include hand and body lotion, roll-on deodorant, spray deodorant, shaving foam, and lip … It has been reviewed & published by the MBA Skool Team. The concern is the distribution strategy that will ensure the product reaches the point of sale at the right time. We utilize security vendors that protect and ensure the integrity of our platform while keeping your private information safe. A 6.8 ounce container of Nivea Creme costs $6.58 at WalMart, with a $0.81 cost per ounce. NIVEA VISAGE Young targeted young girls aged between 13 and 19 years. The company was founded on 28 March 1886, by Paul Carl Beiersdorf. Our detailed walkthroughs, guides and informational articles are our way of ensuring that your NIVEA experience is top notch. Product offered by rival companies were also medicated and aimed at solving the teenage skin problem. All sub brands are covered under NIVEA Creme. Using this specific strategy, Nivea has to position itself as a local brand yet of foreign origin. Nivea strategy. It involves five steps − 1.