growth. This is not surprising. Beiersdorf’s NIVEA brand is so well known worldwide that it makes sense for the company to build organically on an established success story. NIVEA is the master brand that drives the success of the whole NIVEA portfolio of sub-brands. It is the No. 1 skincare brand worldwide. Beiersdorf continually strives to strengthen this position through research in products and markets. Beiersdorf UK’s development of the NIVEA brands fits in well with Igor Ansoff’s product/market
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Nivea Case 1. What is the market’s perception of the Nivea family brand on each of the a ollowing dimensions? a. Performance Nivea decided to create a family of products that symbolically could be represented as the “Nivea universe”. The company had a “mono-product” philosophy which means there would be only one product promising consumers universal application in each product category. b. Imagery Early ads established the image of the Nivea woman as
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closer to the people who make your world a better one. The sentence above is a promotion line from the website of Nivea Visage Young. Nivea is a worldwide known cosmetic brand which is owned by the German company Beiersdorf. The brand is well known for the specialised products for skin and beauty care. In the year of 2005‚ Nivea launched NIVEA VISAGE Young as a part of the Nivea Visage range. The idea behind this new product range was the focus on a new target group: the young women with the age
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Developing a marketing plan Introduction The NIVEA® brand is one of the most recognised skin and beauty care brands in the world.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. In 1980 when Beiersdorf‚ the international company that owns NIVEA‚ launched its. NIVEA FOR MEN® range internationally‚ it broke new ground with its aftershave balm product. It was the first balm on
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Samoel Haile English 1102 Professor Adams 02/11/13 In August of 2011‚ Nivea started a “giving a damn” about your looks campaign that focused on body shave. In an ad that ultimately referred to African American men with overgrown hair and facial hair “uncivilized”‚ the racy ad sparked major controversy over the true intentions of the advertisement. The ad depicts an African American man with a clean cut and casual clothing holding what looks to be the head of another African American with an
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M2: Explain the limitations of marketing research used to contribute to the development of Nivea. No matter how small or large a market research project may be‚ any type of research performed poorly will not give relevant results. In fact‚ all research‚ no matter how well controlled‚ carries the potential to be wrong. There are many reasons why research may not give good results but a common problem is deciding whether the research is really measuring what it claims to be measuring. There
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Case Study‚ NIVEA FOR MEN Submitted by: Abdulsalam Al-Souhigi Academic No.201110007 Dr. NABIL ALABSY Table of Contents 1. Question No. 1 ………………………………………………….. 3 2. Question No. 2 ………………………………………………….. 4 3. Question No. 3 ………………………………………………….. 5 4. Question No. 4 ………………………………………………….. 6 5. References ………………………………………………………. 9 Q1. Describe two pieces of data that NIVEA used when preparing its marketing plan to Re-launch NIVEA FOR MEN. NIVEA re-launched
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brand loyalty 3. Monopolize the market 4. Contained a common ‘Nivea’ message of quality and care 5. Each sub-brand promoted specific product attributes and benefits that best satisfied the needs of its target market Cons 1. Hard to administer all of the products 2. Cannot compete to the professional companies 3. Many products cannot make lot money for company‚ but company should pay lot money in the innovation 2. Should Nivea run a corporate brand or umbrella ad for all of their product
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to USE. International companies like NIVEA FOR MEN must decide how much to adopt their marketing strategy like Four PS to local and international conditions. of numerous decisions on the mix of marketing tools to use. International companies like NIVEA for MEN must decide how much to adopt their marketing strategy like four PS to local and international conditions. At ne extreme are companies that use a globally sundried marketing mix worldwide. In 1993‚ NIVEA for Men developed a fuller range of male
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Explain how and why groups of customers are targeted for selected products. [pic] The Nivea Company manufactures products with fall into the skin and personal care section with items such as lotions‚ deodorants‚ creams‚ soaps and shaving material. This company was founded in 2007 and is based in Mumbai. Nivea is currently owned by a German company named Beiersdorf which was founded in 1882 by pharmacist Carl Paul Beiersdorf. In 1900 the new owner developed a water-in-oil emulsion which
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