Case Study - Nivea for Men
MARKETING MANAGEMENT
CASE STUDY – NIVEA FOR MEN
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Lecturer: Mr. George Wilds
Due Date: February 27, 2011
TABLE OF CONTENTS
INTRODUCTION………………………………………………………….………3
BRIEF HISTORY………………………………………………………..…………4
QUESTIONS AND ANSWERS……………………………………....................5-8
← QUESTION 1……………………………………………………………….5 ← QUESTION 2……………………………………………………………….6 ← QUESTION 3……………………………………………………………….7 ← QUESTION 4………………………………………………………………8
CONCLUSION………………………………………………………...……….9
INTRODUCTION
The NIVEA brand is one of the most recognized skin and beauty care brands in the world. The brand is owned by German company Beiersdorf. In 1911, NIVEA crème was introduced and the NIVEA brand now extends to 14 product ranges worldwide from sun care to facial moisturizers, deodorant and shower products.
In 1924, the brand NIVEA, was completely re-launched both in packaging and in advertising. Blue and white became the colours now representing the brand.
With more than 125 years experience in skin care and one of the world’s most modern research centres, Beiersdorf stands for innovative and high quality cosmetic products.
BRIEF HISTORY
Nivea is a large global skin & body-care brand and is owned by German company Beiersdorf. The brand started in 1911, when company developed a water-in-oil emulsifier as a skin cream with eucerit.
NIVEA presents 14 product categories in 150 countries. In 1998, NIVEA FOR MEN Brand was launched in the UK, at time total annual sales of male skin care product in UK were only £68 million.
Since the launch of NIVEA FOR MEN, the market in 2008, was worth over £117 million. In 2008, NIVEA re-launched the NIVEA FOR MEN range and developed a marketing plan to achieve its aims & objectives by:-
➢ Past Performance Data and ➢ Forecasting data to create a new marketing strategy
Overall, the Nivea brand currently holds 203 number one positions across its
54 country market.
CASE STUDY – NIVEA FOR MEN
[pic]
Lecturer: Mr. George Wilds
Due Date: February 27, 2011
TABLE OF CONTENTS
INTRODUCTION………………………………………………………….………3
BRIEF HISTORY………………………………………………………..…………4
QUESTIONS AND ANSWERS……………………………………....................5-8
← QUESTION 1……………………………………………………………….5 ← QUESTION 2……………………………………………………………….6 ← QUESTION 3……………………………………………………………….7 ← QUESTION 4………………………………………………………………8
CONCLUSION………………………………………………………...……….9
INTRODUCTION
The NIVEA brand is one of the most recognized skin and beauty care brands in the world. The brand is owned by German company Beiersdorf. In 1911, NIVEA crème was introduced and the NIVEA brand now extends to 14 product ranges worldwide from sun care to facial moisturizers, deodorant and shower products.
In 1924, the brand NIVEA, was completely re-launched both in packaging and in advertising. Blue and white became the colours now representing the brand.
With more than 125 years experience in skin care and one of the world’s most modern research centres, Beiersdorf stands for innovative and high quality cosmetic products.
BRIEF HISTORY
Nivea is a large global skin & body-care brand and is owned by German company Beiersdorf. The brand started in 1911, when company developed a water-in-oil emulsifier as a skin cream with eucerit.
NIVEA presents 14 product categories in 150 countries. In 1998, NIVEA FOR MEN Brand was launched in the UK, at time total annual sales of male skin care product in UK were only £68 million.
Since the launch of NIVEA FOR MEN, the market in 2008, was worth over £117 million. In 2008, NIVEA re-launched the NIVEA FOR MEN range and developed a marketing plan to achieve its aims & objectives by:-
➢ Past Performance Data and ➢ Forecasting data to create a new marketing strategy
Overall, the Nivea brand currently holds 203 number one positions across its
54 country market.