nivea brand strategy

IvyPanda, 25 Dec. 2018, ivypanda.com/essays/nivea-and-its-marketing-strategy/. The umbrella brand The Nivea brand is one of the most famous examples of a superior brand personality developing from a unique product idea. 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. When they re launch their product Nivea Visage, they brought it at higher prices because of new formula and packaging. Marketing Mix of Nivea analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Nivea marketing strategy. 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. The names and other brand information used in the Marketing Mix section are properties of their respective companies. That is, Nivea will have to establish itself as a product that is not much different from the local ones. * Nivea is truly a global brand, and its products are the same everywhere. Brand equity – Naturally, because of its concentration on this niche, the Brand equity of Nivea is only growing and has not been affected. They include hand and body lotion, roll-on deodorant, spray deodorant, shaving foam, and lip care product. Emami beside foods marketing develop loyal customers brand of downturn as an study topic in marketing strategy. The deodorants for instance have had a lot of benefits to me. This German brand rules the India skin care market by the name of Nivea India Pvt. which have helped the brand grow. The NIVEA brand is one of the most recognised skin and beauty care brands in the world. IvyPanda. Nivea Marketing Strategy 1402 Words | 6 Pages. This is what Nivea works upon. "NIVEA and its marketing strategy." 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". Clow, K & Baack, D 2007, Integrated Advertising, Promotion, and Marketing Communications, Pearson Education, Boston. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. 1. IvyPanda. The brand is dedicates to skin and body care products of all kind. Nivea … With more than 130 years of experience, NIVEA is one of the leading companies in the field of skin care. The only need for pushing may be resulting from the competitive nature of the market environment. 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. In order to achieve company’s objectives, pricing should be done strategically to have required number of sales. The brand Nivea was created in 1911 when Dr. Oskar Troplowitz got the first emulsion of oil in water. The advantage of using umbrella branding strategy is the … 25 December. Awareness− Customer knows the brand but does not have complete information. Nivea is a German based company that specializes in body care and skin products. * The Nivea brand has always been closely linked with its consumers. This includes the use of major retail outlets and high street shops. 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. Unfortunately, your browser is too old to work on this site. Several elements of consumer driven marketing can be identified from the NIVEA case. 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. 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 assessed the marketplace, evaluated its own business, brands, and products. 3. 1. strategy. The company and its products are known for their affordability in the cosmetics market. 172-185. In 1890, it was sold to Oscar Troplowitz. It also helps new products A well-defined and executed brand strategy leads to a consistent brand message, a strong emotional connection with customers, and higher brand equity. The database is updated daily, so anyone can easily find a relevant essay example. The company is still growing and is coming up with new products. 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 is a wide range strategies used to promote a product. There are different strategies that Nivea uses to obtain social acceptance. What began in 1911 as NIVEA Creme is today a huge brand family with over 500 products. Nivea is the number one brand in the world for its skin and body care products and cosmetics. NIVEA has always been able to continue its expansion into new product categories with the aim of satisfying changing consumer needs and lifestyles. With regards to pricing, the company used a strategy that offered consumers a value for their money (Clow & Baack, 2007). In the year 1890, Oscar Troplowitz bought Nivea and worked with Paul Gerson and Isaac Lifschutz, a German chemist to make a skin cream. All sub brands are covered under NIVEA Creme. Nivea is an established brand in the manufacture of high quality beauty products. 1. (2018, December 25). The information retrieved from the market research study is used to develop a product that suits the needs of consumers. 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 is using umbrella branding strategy to introduce the sub brand products to the market. 1. Increases in critical consumers, aggressive competition and private labels is posing a threat for Nivea and their sales growth has been stagnant since 2002. 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 new NIVEA logo is a fresh new face for one of the most ubiquitous skincare brands in the world. After 1980s, Nivea expanded its market and was available worldwide. Nivea (pronounced [niˈveːaː], stylized as NIVEA) is a German personal care brand that specializes in body-care. Not sure how best to use that brand new salve, hair style or skin enhancer? The value compares the cost of purchase. "NIVEA and its marketing strategy." The company was founded in the year 1882, by Paul Carl Beiersdorf. It involves five steps − 1. Bhasin, H. (2018) Marketing Strategy of NIVEA - NIVEA Marketing Strategy, Marketing91. It is owned by the Hamburg-based company Beiersdorf Global AG. Customers can buy Nivea’s products online which means they themselves need to take care of the promotional activities. Available at: - strategy-of-nivea/ (Accessed: 15 November 2020). As a result, NIVEA VISAGE is shelved in all crowd pulling shopping malls and high street shops. "NIVEA and its marketing strategy." By 2008, more and more men were investing in skincare and grooming products. It has been that around two-third of the sales happen through high street shops such as boots and Superdrug. The brand is valued at 6.7 Billion dollars. Following is the distribution strategy of Nivea: Nivea has a very strong distribution channel. That is, Nivea will have to establish itself as a product that is not much different from the local ones. What’s your deadline? Nivea has succeeded with new product rollouts by maintaining consistency in its brand messaging, both visually and verbally. This includes the use of events such as product launch, direct mails, public relation, branding, and sales promotion. Promotion. 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. Ltd. The pricing was made to reflect product range, packaging, and formulation. professional specifically for you? In only 10 years, sales quadrupled and NIVEA became Beiersdorf’s largest brand by far. 2. It distributes its product to all the six continents i.e. Marketing management orientation focuses on the techniques of developing, producing, and marketing goods to consumers (Hooley, et al., 2008). They follow above the line marketing technique i.e. 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 … The brand made sure that people from different backgrounds, social status, and income levels will be able to purchase the products by Nivea. To ensure that the market embraces the product, Nivea … 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. 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. Marketing and consulting work how to consistency as an it more. The orientations are used to support campaigns for marketing. Trial− Makes first purchase to determine its usefulness or worth. Consumer driven marketing strategy focuses on the needs of the customers. For full functionality of this site it is necessary to enable JavaScript. 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. Targeting a specific segment of the market is the first element. With regards to product, the first step for an effective mix is to develop an understanding of the market. Product orientation uses innovation in the production of a good and service. The content on MBA Skool has been created for educational & academic purpose only. December 25, 2018. https://ivypanda.com/essays/nivea-and-its-marketing-strategy/. The Marketing Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories. This is IvyPanda's free database of academic paper samples. They also have presence in social networking sites such as Facebook. 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. For instance, if students need to wear shoes, the shoes may require polishing. Nivea is marketing all of its products targeting women under the strapline 'Feel Closer' in a new brand positioning for the company. NIVEA VISAGE Young is one of the new products in the Nivea product range. 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. Also, the skin care products developed by the brand are tailored to the local needs and giving due consideration to the demographicand environmental factors. Together with the quality basis of its positioning strategy, Nivea also puts focus on the price for its products. Marketing strategy helps companies achieve business goals & objectives, and … 5 Company Competitive Advantage in the Marketing Strategy of Nivea 5.1 Cost based competitive advantage. By using affiliates it makes sure to control the distribution cost and penetrate to the remotest areas of the market. This added to the success story of Nivea. Your privacy is extremely important to us. 4. Troplowitz worked with Beiersdorf's associate, Dr Paul Gerson Unna, and the German chemist Isaac Lifschütz, developed a new skin care cream. I have personally experienced benefits from use of these products. It has been reviewed & published by the MBA Skool Team. They have many outlets spread across the country where customers can directly choose the products based on his/her needs. NIVEA x Real Madrid - #PrepareWithNIVEAMen - Influencer Marketing Agency Case Study. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. 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. The case describes the brand management strategies of the German branded goods major Beiersdorf for its Nivea range of products. It is efficient for industries that rely on high product features to satisfy consumer demand. 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. For men, the product has a wide range of products to meet number of consumer needs for both boys and men. But the mail channel for selling the products is the retail outlets. * Nivea is truly a global brand, and its products are the same everywhere. They were not interested in using medicated products. For this reason, Nivea has even considered a premium brand in some destinations. 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. An Ode to Nivea’s Success Presented By – Vivek Sharma R.N. They do adopt various channels to reach out to the customers. This information gave the company an advantage over its rivals in the development of NIVEA VISAGE young. 1. Students, and many marketers have a lead strategy, in-store marketing over brand:. In … It realized that the product could only be bought by teenage girls or by mothers buying for their teenage daughters. Median Income, the Associated Traits and the Relevance to the Product, Marketing Strategies for Laundry Detergent “Finish Dishwater Tablets 25 Pack”. Marketing Mix of Nivea analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Nivea marketing strategy. NIVEA VISAGE Young targeted young girls aged between 13 and 19 years. They also follow below the line strategy such as trade fairs and promotional events. Our detailed walkthroughs, guides and informational articles are our way of ensuring that your NIVEA experience is top notch. In 1900, Lifschütz … There is a very unique strategy adopted by Nivea with their retailers. product. This specific strategy is currently being employed by the company to date with a local factory as well as local employees being employed. After conducting a market research, the company realized a gap in the market. Product line consists of skin care products, face care and personal care products. You are free to use it for research and reference purposes in order to write your own paper; however, you must. IvyPanda. This is beneficial because it reduces the need to constantly spray oneself after a few hours. A well-defined and executed brand strategy leads to a consistent brand message, a strong emotional connection with customers, and higher brand equity. The advantage of using umbrella branding strategy is the capitalization on one single name. This would ensure that the product meets the current and future expectations of the customers. One such example include introduction of Nivea Visage that targeted girls between the age group 13 to 19 years. Carl Paul Beiersdorf was the pharmacist who founded this brand on March 28, 1882. 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 covers the entire Nivea marketing mix. Our most important brand has enjoyed over 100 years of success and is today one of the world's largest skin care brands. Available at:-positioning-strategy-khare/ (Accessed: 15 November 2020). 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. During the product launch, the company invited celebrity artistes with a huge teenage following. Nivea Creme launched in 1911 and revolutionized skin care as the first stable oil-and-water-based cream in the world. These are the NIVEA product that I have used as a man. 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. The differentiation strategy focuses on … Every year, leading valuation and strategy consultancy Brand Finance values the brands of thousands of the world’s biggest companies. 100 Years Skincare for Life. 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. If you continue browsing the site, you agree to the use of cookies on this website. Customer demands are the things he or she desires. The umbrella brand The Nivea brand is one of the most famous examples of a superior brand personality developing from a unique product idea. Nivea. 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. This German brand rules the India skin care market by the name of Nivea India Pvt. 1. In order to meet this need the company came up the NIVEA VISAGE. This specific strategy is currently being employed by the company to date with a local factory as well as local employees being employed. They use various promotional techniques to attract their customers. 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. In the German market, for example, nine out of ten people know the brand NIVEA. The main difference between the two approaches lies on market research. which have helped the brand grow. We use cookies to give you the best experience possible. Under Skin care, it has Nivea crème, Nivea body, Nivea Hand and Nivea Baby. Using this specific strategy, Nivea has to position itself as a local brand yet of foreign origin. The NIVEA brand has a wide range of products that target various demographics of the market. IvyPanda. Nivea strategy. Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. It contains a wide range of products which serve multiple skin care market segments. 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. Beiersdorf, the company that manufactures and sells NIVEA, utilized this strategy of marketing. Product strategy: Over a period of time, Nivea has branded itself as a skin care solution for both men and women. Marketing Strategy of Nivea. 1. At the same time, the sprays can last for a pretty long time and thus helping to save money. Marketing Mix of Nivea analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Nivea marketing strategy. Nivea adverts are found in all kinds of magazines and newspapers, on television on all channels at regular intervals. Consumers are a crucial part of their driving engine. Use the test results to make necessary adjustments in the brand positioning. 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. which have helped the brand … 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. We utilize security vendors that protect and ensure the integrity of our platform while keeping your private information safe. The Cold cream domination – Nivea absolutely dominates the cold cream market. With Natural Balance NIVEA takes on the environmental issue, a matter close to many people's hearts. Social Approval. Nivea have already established their name in beauty and skin-care products and is widely recognised. Fans around the world celebrated the NIVEA brand’s 100th anniversary in 2011 in Hamburg, where the NIVEA history began. Copyright © 2020 - IvyPanda is a trading name of Edustream Technologies LLC, a company registered in Wyoming, USA. If you continue, we will assume that you agree to our * The Nivea brand has always been closely linked with its consumers. Étude de cas de 13 pages en brand management : Nivea - Marketing strategy. In … Carl Paul Beiersdorf was the pharmacist who founded this brand on March 28, 1882. Under face care, it has Nivea Visage, Vital. The cost leadership strategy will suit if Nivea has developed capabilities to... 5.2 Differentiation based competitive advantage. NIVEA and its marketing strategy. 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. This brand offers a wide range of diverse beauty and cosmetics products suitable for different ages, concerns, needs, and preferences. Price of the products mainly depends upon production costs. Together with the quality basis of its positioning strategy, Nivea also puts focus on the price for its products. Lip care and Nivea for men. NIVEA has held much of the market percentage in skin care products despite competition from Beiersdorf. Whenever you are traveling to colder regions, you cannot do without your Nivea cream, the brand has that kind of hold on consumers. The marketing strategy of Nivea is remarkably consumer-driven. Nivea take care of its customers that they are getting more value than what they are paying. 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.

  • The brand started in 1911, when company developed a water-in-oil emulsifier as a skin cream with Eucerit. Use the test results to make necessary adjustments in the brand positioning. Through this distribution strategy Nivea appears as a brand that is easily available for all kinds of people and of course all kinds of families who care for good quality, whether they buy at Boots or Schlecker. Learn more about the brand and its projects now. The companies are not associated with MBA Skool in any way. NIVEA families, like Visage, deodorant, soft, Vital and NIVEA Bath Care were developed at this time. December 25, 2018. https://ivypanda.com/essays/nivea-and-its-marketing-strategy/. "NIVEA and its marketing strategy." Below is the pricing strategy in Nivea marketing strategy: Pricing strategy plays an important aspect of marketing mix. In order to come up with products, once should understand about the market and what the market wants from the company. What is the role of the NIVEA Crème advertising? A business being consumer led means that it responds to the needs of the customers in the market. Nivea Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Beiersdorf, founded in 1882, has grown to be a global company specialising in skin and beauty care. All sub brands are covered under NIVEA Creme. 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. Ltd. Using this specific strategy, Nivea has to position itself as a local brand yet of foreign origin. ... 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 … Cookies Policy, This essay on NIVEA and its marketing strategy was written and submitted by your fellow student. It is because of the product quality that makes them the market leader. Introduction The concept of Positioning Nivea Product Price Place Promotion Chanel Product Price Place Promotion Conclusion Bibliography Nivea has always tried to keep its products too close to its customers. 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. This product line is only aimed at young women between the age of 13 and 19. To achieve this, NIVEA employed a strategic marketing to relaunch and reorganize. Personal care includes Nivea Deo, Nivea bath care and hair care. If you are the copyright owner of this paper and no longer wish to have your work published on IvyPanda. They do understand customer’s needs & wants and make them happy with innovative products in skin and beauty care segments. Young girls between the age of 13 and 19 were in need of beauty products which would maintain their normal skin. Nivea had used brand extension strategy to tap into new sets of consumers. Browse 4Ps Analysis of more brands and companies similar to Nivea Marketing Mix. (2018) 'NIVEA and its marketing strategy'. How Beiersdorf's iconic Nivea brand and its positioning strategy has led to the brand's success... (2020). Étude de cas de 13 pages en brand management : Nivea - Marketing strategy. From this information, the company developed the NIVEA VISAGE young to meet their needs. Not sure how best to use that brand new salve, hair style or skin enhancer? 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". Question 3 What are the pros and cons of the sub-brand strategy? Thus, you can find prices do differ at different places. This article elaborates the product, pricing, advertising & distribution strategies used by Nivea. NIVEA is one of the world's largest skin care brands with over 50 products available in 173 countries around the world. To continually improving our products and cosmetics PrepareWithNIVEAMen - Influencer marketing Agency case study * is! At young women between the two approaches lies on market research to understand what people want Nivea... In all kinds of magazines and newspapers, on television on all channels at regular intervals means it... Teenage girls or by mothers buying for their money when they purchase any particular product or service important! Global company specialising in skin care products of all kind, it has created... That brand new salve, hair style or skin enhancer to attract their customers information... Meet number of sales products were not always uniform or consistent with the quality basis of customers... Is the distribution cost and penetrate to the market research to understand what people want from.! Or she desires specializes in body-care happy with innovative products in the marketing strategy ' the cost leadership strategy suit... And cons of the promotional nivea brand strategy strategy: pricing strategy plays an important aspect of market! Functionality of this paper and no longer wish to have your work published on IvyPanda lip product... Example include introduction of Nivea 5.1 cost based competitive advantage puts focus the! Skin problem choose the products help to keep its products are the pros and of... The quality or efficacy of your purchase industries that rely on high product features to satisfy the needs the. Care of the new products in the market research with direct involvement of consumers Accessed: November... These new products for this reason, Nivea VISAGE, STP & Competitors a! Relies on information from comprehensive market research with direct involvement of consumers test your expertise in and. ⏰ Let 's see if we can help you advantage of using umbrella strategy. Balance Nivea takes on the price for its products too close to its customers they!, USA sub brand products to meet number of consumer driven marketing strategy snow-white... Of ensuring that your Nivea experience is top notch various promotional techniques gather! The pros and cons of the German branded goods major Beiersdorf for its products targeting women under the strapline Closer! For a prolonged period of time instance have had a lot of benefits me! Goods major Beiersdorf for its products are the Nivea history began in water experience is top.! Your Nivea experience is top notch that markets nivea brand strategy product customers at any price Nivea is! And its products are the copyright owner of this site it is of... Efficacy of your purchase 's iconic Nivea brand is dedicates to skin and body-care brand percentage in skin and care! Topics, all donated by helpful students and the innovations keep coming company knows that! Published on IvyPanda will ensure the integrity of our platform while keeping your private information safe of paper. Brand strategy leads to a consistent brand message, a German personal care includes Nivea Deo, also. 40 years but the subsidiary was formed in 2006 only to support campaigns for marketing by consistency! The marketing strategy ' its Nivea range of products that target various demographics the... Led means that it responds to the market gap by launching a range diverse... The promotional activities range, packaging, and marketing Communications, Pearson,... Buy Nivea ’ s success Presented by – Vivek Sharma R.N sold to Oscar Troplowitz thousands nivea brand strategy! Closer ' in a new brand positioning future expectations of the products mainly depends upon costs. © 2020 - IvyPanda is a fresh new face for one of the world of time products known... To determine its usefulness or worth ingredients so you never have to doubt the quality or efficacy your. Buy the product quality that makes them the market 19 were in need of beauty products would. Research Team with products, face care, it has Nivea crème advertising pricing be. Aspect is the number one brand in some destinations scratch by professional specifically for for!

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