NIVEA: MANAGING A MULTI-CATEGORY BRAND1 BACKGROUND As 2005 drew to a close‚ executives at Beiersdorf’s (BDF) Cosmed division reflected on the growth of their Nivea brand over the last decade and a half. Nivea‚ the largest cosmetics brand in the world‚ had successfully defended its position during intense competition in its major European markets. Additionally‚ the company had expanded into many new markets in South and Latin America‚ Eastern Europe‚ and Asia. Nivea had created a number of new sub-brands
Premium Advertising Branding Brand management
Managing multi channel systems • Understanding the practical differences between intensive and exclusive distribution • Look at different forms of ‘RTM Networks’ • Understand the benefits and difficulties associated with RTM networks • How multiple RTMs might be used • Recognise the relevance of the law upon channel control • Understand how ‘grey markets’ develop within the law and what the implications aof these are for brand owners. Background factors • New norms – declining exclusivity in RTMs
Premium Brand Branding Sherman Antitrust Act
famous Nivea cream. Nivea Cream was the first true cosmetic moisturiser to be released upon the market‚ and is still Nivea’s signature product. Since then‚ the company has grown to be one of the largest skin care brands throughout the world‚ selling a range of products in over 150 countries. However‚ to meet the ever evolving customer needs and to further penetrate into the personal care and cosmetics market; Nivea extended its product range to include: body moisturisers ‚ sun care‚ Nivea for men
Premium Management Medicine Health care
Developing a Marketing Plan NIVEA FOR MEN Q-1 Describe two pieces of data that NIVEA used when preparing its marketing plan to relaunch NIVEA for men. First of all NIVEA analysis the market. Before re-launching the product they shoul know about their brand position and their position in market. NIVEA for men needs to know what its male customers wants. And they should know who are their competitors present in the market. Secondly they find the needs of the consumer. This focus on product
Premium Marketing
NIVEA Case Study Questions 1. Describe two pieces of data that NIVEA used when preparing its marketing plan to re-launch NIVEA FOR MEN. They prepared the aims and objectives as part of their marketing plan. A company should always look at what they want to achieve with the specific product and that is what NIVEA FOR MEN did. Their objective was to “increase its share of the UK male skincare market”. 2. Explain why NIVEA used football sponsorship to help increase its sales of NIVEA
Premium Marketing
NIVEA Q.1 Describe two pieces of data that NIVEA used when preparing its marketing plan to re-launched NIVEA FOR MEN? The NIVEA brand was one of the most recognised skin and beauty care brands in the world; it was first introduced in 1911. There were lots of reputed product or bases used to market or advertised this brand but the owner seems too looked disappointed to market or advertised this brand. There were also used market plan to make this brand more attractive and respond
Premium Marketing
Introduction Nivea is a well-known brand within skin care and body care. It is part of a range of brands produced and sold by Beiersdorf. Beiersdorf‚ founded in 1882‚ has grown to be a global company specializing in skin and beauty care. Nivea brand represent very high quality beauty care and skin product. Nivea products close to its customers‚ regardless of where they live. They know what customer need and coming up with new products. The numbers of consumers are becoming increasingly interested
Premium Marketing Social class Personal care
Article Evaluation on Managing Brand Evaluation of Arguments In the article‚ authors argue that in recent era‚ most of the company made some costly mistake in managing their brand value. This argument is based on the concepts of brand like brand management tactics (Berthon‚ Holbrook & Hulbert‚ 2003). Authors state that organizations divided their brands in different products categories that damaged the parent brands. It is also discussed that today‚ most of the companies adopt the concept of globalization
Premium Brand Brand management Argument
Management | NIVEA | | | | Deanne Dharmai | 5/20/2012 | | TABLE OF CONTENTS 1. Executive Summary … 3 2. Introduction … 4 3. Marketing Mix … 5 4. Ansoff Matrix … 8 5. BCG Matrix … 12 6. STP … 13 7. Promotion Strategies … 14 8. Conclusion … 16 9. Reference … 17 EXECUTIVE SUMMARY Nivea as is a leading skin care brand in the world. This report is based on how Nivea uses the various
Premium Marketing
After shave Nivea Coordonator: Lect. Dr. Anastasiei Bogdan Studenti: Avram Maricela Georgiana Stanciu Elena Magdalena Grupa 1421 CUPRINS CUPRINS.................................................................................................................................................................2 REZUMAT INTRODUCTIV.................................................................................................................................3 CAP. 1 DESCRIEREA PIETEI........
Premium