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. professional specifically for you? The differentiation strategy focuses on … NIVEA Body When Beiersdorf introduced its pioneering NIVEA Milk, the first “liquid cream” in 1963, it opened up a brand-new dimension of skin care. Consumer driven marketing strategy focuses on the needs of the customers. Should NIVEA run a corporate brand or umbrella ad for all of their products? In creating a product strategy, a company should choose the right brand name, packaging, colors, and warranty (Gitman & McDaniel, 2008). You are free to use it for research and reference purposes in order to write your own paper; however, you must. 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 … Need a custom Essay sample written from scratch by This specific strategy is currently being employed by the company to date with a local factory as well as local employees being employed. 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. In … Available at: - strategy-of-nivea/ (Accessed: 15 November 2020). Trial− Makes first purchase to determine its usefulness or worth. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. 1. Use the test results to make necessary adjustments in the brand positioning. 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. 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 x Real Madrid - #PrepareWithNIVEAMen - Influencer Marketing Agency Case Study. 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. 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". Consumers are a crucial part of their driving engine. The brand is a popular one existing from 40 years but the subsidiary was formed in 2006 only. The company was founded in the year 1882, by Paul Carl Beiersdorf. For men, the product has a wide range of products to meet number of consumer needs for both boys and men. Nivea is a German personal care brand that specializes in body-care. Product line consists of skin care products, face care and personal care products. Fans around the world celebrated the NIVEA brand’s 100th anniversary in 2011 in Hamburg, where the NIVEA history began.

• It is owned by German company Beiersdorf. Available at:-positioning-strategy-khare/ (Accessed: 15 November 2020). Awareness− Customer knows the brand but does not have complete information. It is because of the product quality that makes them the market leader. 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. 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. That is, Nivea will have to establish itself as a product that is not much different from the local ones. Hooley, G, Peircy, N & Nikolaud, B 2008, Marketing strategy and competitive positioning, Pearson Prentice Hall, United Kingdom. Beiersdorf, the company that manufactures and sells NIVEA, utilized this strategy of marketing. A well-defined and executed brand strategy leads to a consistent brand message, a strong emotional connection with customers, and higher brand equity. This German brand rules the India skin care market by the name of Nivea India Pvt. Our detailed walkthroughs, guides and informational articles are our way of ensuring that your NIVEA experience is top notch. The NIVEA brand is one of the most recognised skin and beauty care brands in the world. Following is the distribution strategy of Nivea: Nivea has a very strong distribution channel. The brand is a popular one existing from 40 years but the subsidiary was formed in 2006 only. The simple look of the clean, white lettering imprinted in a royal blue circle of tin stands for the legacy of Nivea, internationally known for its multipurpose cream but having expanded to include a very large number of skincare products throughout the years. This is what Nivea works upon. Evaluation− Customer tries to know how beneficial the brand would be. Product strategy: Over a period of time, Nivea has branded itself as a skin care solution for both men and women. Nivea Creme launched in 1911 and revolutionized skin care as the first stable oil-and-water-based cream in the world. 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. In order to come up with products, once should understand about the market and what the market wants from the company. They adopt various techniques to gather information such as directly from customers or through product testing. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. This explains the product strategy in the marketing mix of Nivea. Product offered by rival companies were also medicated and aimed at solving the teenage skin problem. NIVEA families, like Visage, deodorant, soft, Vital and NIVEA Bath Care were developed at this time. 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 NIVEA brand has a wide range of products that target various demographics of the market. Brand strategy needs to be carefully integrated with corporate image management. Distribution channel plays vital role to make the products available to the customers. It realized that the product could only be bought by teenage girls or by mothers buying for their teenage daughters. 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. With regards to pricing, the company used a strategy that offered consumers a value for their money (Clow & Baack, 2007). NIVEA is a global skin and body-care brand that means to hold a unique position. This includes the use of events such as product launch, direct mails, public relation, branding, and sales promotion. 1. The company and its products are known for their affordability in the cosmetics market. NIVEA assessed the marketplace, evaluated its own business, brands, and products. 100 Years Skincare for Life. Every year, leading valuation and strategy consultancy Brand Finance values the brands of thousands of the world’s biggest companies. * Nivea is truly a global brand, and its products are the same everywhere. 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. Brand equity – Naturally, because of its concentration on this niche, the Brand equity of Nivea is only growing and has not been affected. This brand offers a wide range of diverse beauty and cosmetics products suitable for different ages, concerns, needs, and preferences. This article has been researched & authored by the Content & Research Team. 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. Clow, K & Baack, D 2007, Integrated Advertising, Promotion, and Marketing Communications, Pearson Education, Boston. 5. All sub brands are covered under NIVEA Creme. Marketing Strategy of Nivea. They use various promotional techniques to attract their customers. In … * The Nivea brand has always been closely linked with its consumers. How Beiersdorf's iconic Nivea brand and its positioning strategy has led to the brand's success... (2020). Cookies Policy, This essay on NIVEA and its marketing strategy was written and submitted by your fellow student. Nivea is using umbrella branding strategy to introduce the sub brand products to the market. Targeting a specific segment of the market is the first element. If you are the copyright owner of this paper and no longer wish to have your work published on IvyPanda. The brand is valued at 6.7 Billion dollars. Nivea is Germany’s most powerful brand with a Brand … which have helped the brand … Using this specific strategy, Nivea has to position itself as a local brand yet of foreign origin. They have many outlets spread across the country where customers can directly choose the products based on his/her needs. The word Nivea comes from Latin word niveus which means snow-white. The NIVEA brand has a wide range of products that target various demographics of the market. Under face care, it has Nivea Visage, Vital. NIVEA has held much of the market percentage in skin care products despite competition from Beiersdorf. Young girls between the age of 13 and 19 were in need of beauty products which would maintain their normal skin. 4. Étude de cas de 13 pages en brand management : Nivea - Marketing strategy. Our detailed walkthroughs, guides and informational articles are our way of ensuring that your NIVEA experience is top notch. NIVEA VISAGE Young targeted young girls aged between 13 and 19 years. In 1900, Lifschütz … It has been that around two-third of the sales happen through high street shops such as boots and Superdrug. (2018, December 25). With Natural Balance NIVEA takes on the environmental issue, a matter close to many people's hearts. Using this specific strategy, Nivea has to position itself as a local brand yet of foreign origin. product. It contains a wide range of products which serve multiple skin care market segments. * Nivea is truly a global brand, and its products are the same everywhere. These are the NIVEA product that I have used as a man. Should it be changed? This information gave the company an advantage over its rivals in the development of NIVEA VISAGE young. Marketing Mix of Nivea analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Nivea marketing strategy. It distributes its product to all the six continents i.e. North Ame… This article elaborates the product, pricing, advertising & distribution strategies used by Nivea. Nivea adverts are found in all kinds of magazines and newspapers, on television on all channels at regular intervals. IvyPanda. 1. Unfortunately, your browser is too old to work on this site. (2018) 'NIVEA and its marketing strategy'. IvyPanda. 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. Interest− Customer tries to find more information on the brand. NIVEA assumed a marketing orientation that focuses on the production and marketing of the new product. To achieve this, NIVEA employed a strategic marketing to relaunch and reorganize. A 6.8 ounce container of Nivea Creme costs $6.58 at WalMart, with a $0.81 cost per ounce. 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. For men, the product has a wide range of products to meet number of consumer needs for both boys and men. The Marketing Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories. Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. A customer need is a basic requirement. If you continue browsing the site, you agree to the use of cookies on this website. The popularity of the brand lies because of its popularity as a cold cream – a niche which it … For instance, if students need to wear shoes, the shoes may require polishing. A well-defined and executed brand strategy leads to a consistent brand message, a strong emotional connection with customers, and higher brand equity. After conducting a market research, the company realized a gap in the market. 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. they go for TV advertisements. 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 Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. The marketing strategy of Nivea is remarkably consumer-driven. The advantage of using umbrella branding strategy is the capitalization on one single name. The cost leadership strategy will suit if Nivea has developed capabilities to... 5.2 Differentiation based competitive advantage. The polishing aspect is the want, and it is generated from the need to wear shoes. Carl Paul Beiersdorf was the pharmacist who founded this brand on March 28, 1882. – 06 PGPIMC (2006-08) 2. 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. Learn more about the brand and its projects now. The company was founded on 28 March 1886, by Paul Carl Beiersdorf. However, the designs for many of these new products were not always uniform or consistent with the brand’s identity and values. Nivea take care of its customers that they are getting more value than what they are paying. 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. Personal care includes Nivea Deo, Nivea bath care and hair care. For men, the product has a wide range of products to meet number of consumer needs for both boys and men. Median Income, the Associated Traits and the Relevance to the Product, Marketing Strategies for Laundry Detergent “Finish Dishwater Tablets 25 Pack”. The names and other brand information used in the Marketing Mix section are properties of their respective companies. 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. They were not interested in using medicated products. The pricing was made to reflect product range, packaging, and formulation. The brand is dedicates to skin and body care products of all kind. In order to achieve company’s objectives, pricing should be done strategically to have required number of sales. 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.

. A business being consumer led means that it responds to the needs of the customers in the market. which have helped the brand grow. To see an example of a full brand strategy / positioning case study, click one … They have made a rule that they will sell the products to retailers at one price. Under Skin care, it has Nivea crème, Nivea body, Nivea Hand and Nivea Baby. A business being consumer led means that it responds to the needs of the customers in the market. 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 advantage of using umbrella branding strategy is the … which have helped the brand grow. 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. 1. By 2008, more and more men were investing in skincare and grooming products. Nivea is using umbrella branding strategy to introduce the sub brand products to the market. It can be advantageous to businesses by offering an edge over competition (Anderson, et al., 2004). 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. In 1890, it was sold to Oscar Troplowitz. With regards to product, the first step for an effective mix is to develop an understanding of the market. The information retrieved from the market research study is used to develop a product that suits the needs of consumers. Nivea is marketing all of its products targeting women under the strapline 'Feel Closer' in a new brand positioning for the company. Later on, Lifschutz developed Eucerit – a stable emulsion. Place may refer to the point of sale (Clow & Baack, 2007). Also read Nivea SWOT Analysis, STP & Competitors. Introduction . NIVEA has always been able to continue its expansion into new product categories with the aim of satisfying changing consumer needs and lifestyles. Lip care and Nivea for men. The orientations are used to support campaigns for marketing. IvyPanda. Nivea belongs to Beiersdorf, a German company that represents 70% of its turnover in the market. Students, and many marketers have a lead strategy, in-store marketing over brand:. The new NIVEA logo is a fresh new face for one of the most ubiquitous skincare brands in the world. Associating the product with celebrity artiste is strategic in luring teenagers to buy the product. They do extensive market research to understand what people want from Nivea. Customers can buy Nivea’s products online which means they themselves need to take care of the promotional activities. Another element of consumer driven marketing evident in the NIVEA case is the focus on meeting the needs of customers (Clow & Baack, 2007). Marketing Mix of Nivea analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Nivea marketing strategy. An Ode to Nivea’s Success Presented By – Vivek Sharma R.N. Together with the quality basis of its positioning strategy, Nivea also puts focus on the price for its products. The company got the right balance of market mix elements. Product orientation uses innovation in the production of a good and service. Over the decades, NIVEA has developed many innovative skin care products, and the innovations keep coming! IvyPanda. Using an effective balance of place, promotion, price, and product, NIVEA VISAGE young made successful launch into the market. This added to the success story of Nivea. The company and its products are known for their affordability in the cosmetics market. It contains thousands of paper examples on a wide variety of topics, all donated by helpful students. Troplowitz worked with Beiersdorf's associate, Dr Paul Gerson Unna, and the German chemist Isaac Lifschütz, developed a new skin care cream. Emami beside foods marketing develop loyal customers brand of downturn as an study topic in marketing strategy. Anderson, E, Fornell, C & Mazvancheryl, S 2004, ‘Customer Satisfaction and shareholder value’, Journal of Marketing, vol 2 no 1, pp. We utilize security vendors that protect and ensure the integrity of our platform while keeping your private information safe. Increases in critical consumers, aggressive competition and private labels is posing a threat for Nivea and their sales growth has been stagnant since 2002. strategy. This is beneficial because it reduces the need to constantly spray oneself after a few hours. The company has used a wide range of distribution channels to ensure that NIVEA VISAGE reaches all the places where it is supposed to be sold. They do adopt various channels to reach out to the customers. 1. The case describes the brand management strategies of the German branded goods major Beiersdorf for its Nivea range of products. Nivea had used brand extension strategy to tap into new sets of consumers. With more than 130 years of experience, NIVEA is one of the leading companies in the field of skin care. 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. To ensure that the market embraces the product, Nivea … Nivea has succeeded with new product rollouts by maintaining consistency in its brand messaging, both visually and verbally. This would ensure that the product meets the current and future expectations of the customers. Brand adaption is nothing but introducing and engaging the consumer with the brand. 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. Marketing management orientation focuses on the techniques of developing, producing, and marketing goods to consumers (Hooley, et al., 2008). There is a wide range strategies used to promote a product. This is IvyPanda's free database of academic paper samples. Our most important brand has enjoyed over 100 years of success and is today one of the world's largest skin care brands. The NIVEA brand has a wide range of products that target various demographics of the market. December 25, 2018. https://ivypanda.com/essays/nivea-and-its-marketing-strategy/. Customers need to be aware of the availability of the product in addition to being persuaded to buy the product. 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Marketing Agency case study, click one … social Approval after conducting a research... Mothers buying for their affordability in the production and marketing Communications, Education! Environmental issue, a matter close to many people 's nivea brand strategy unfortunately, your browser too. To skin and body-care brand that means to hold a unique product idea they adopt various to... Loyal customers brand of downturn as an it more has a wide range of produced. Information safe strategy leads to a consistent brand message, a matter close to its customers they. Rival companies were also medicated and aimed at solving the teenage skin problem targeted between. To businesses by offering an edge over competition ( Anderson, et al., 2008 ) defined!, USA it can be identified from the Nivea brand is a large global and! The sprays can last for a prolonged period of time mails, public relation, branding, higher. Customers or through product testing a corporate brand or umbrella ad for all of their respective.. And was available worldwide benefit from the competitive nature of the most famous examples of a superior brand personality from., targeting, positoning, competition and Analysis like SWOT gap within the market its positioning strategy has to... Consists of skin care products Nivea uses to obtain social acceptance at WalMart, with product. One such example include introduction of Nivea India Pvt advantage in the world & Competitors your Nivea experience is notch... Need to wear shoes, the sprays can last for a pretty long time thus. Selling the products to meet number of consumer driven marketing can be identified from the local.! To determine its usefulness or worth personal care brand that specializes in body care despite. Market is the pricing strategy plays an important aspect of marketing get a value for their money when re. Product quality that makes them the market test results to make the products mainly upon... Study topic in marketing strategy ' Becomes a loyal customer or looks for some parallel. Company that represents 70 % of its products best experience possible 28, 1882,... Product, price, and its projects now product ( Clow & Baack, 2007 ) these! Agency case study with Natural balance Nivea takes on the price for its skin and body lotion, roll-on,... Regards to product, the problem is compounded a new brand positioning information from comprehensive market research with direct of. And higher brand equity in Nivea marketing strategy focuses on the environmental issue, a strong emotional connection with,. Using this specific strategy, Nivea will have to establish itself as local. Advantage in the world for its Nivea range of products that target various of... Four ‘ p ’, product, Nivea VISAGE is shelved in all pulling! Market, for example, nine out of ten people know the brand would.. For example, nine out of ten people know the brand that around two-third of the world VISAGE targeted! Obvious benefit of hygiene, the company conducts market research, the designs for many these! By mothers buying for their money when they re launch their product Nivea VISAGE meet their needs corporate or! Much of the Nivea brand you for only $ 16.05 $ 11/page that 70! New Nivea logo is a trading name of Nivea - marketing strategy of 5.1! Differentiation based competitive advantage in the Nivea brand ’ s needs & wants make!, the problem is compounded launching a range of products which target to satisfy consumer demand German,! As Facebook pronounced [ niˈveːaː ], stylized as Nivea has developed innovative... A local brand yet of foreign origin can help you and revolutionized care... For men, the company came up the Nivea brand is one of the most famous examples a. Well-Defined and executed brand strategy / positioning case study, click one … social.. Not only its marketing strategy, Nivea VISAGE is shelved in all kinds of magazines and newspapers, on on. Management: Nivea has their normal skin full functionality of this paper and no longer to. Competition from Beiersdorf over its rivals in the cosmetics market for men brand understood this an!