Beiersdorf is the company that markets the product range. NIVEA has always been able to continue its expansion into new product categories with the aim of satisfying changing consumer needs and lifestyles. Our detailed walkthroughs, guides and informational articles are our way of ensuring that your NIVEA experience is top notch. They have made a rule that they will sell the products to retailers at one price. They have many outlets spread across the country where customers can directly choose the products based on his/her needs. 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. The 50 most valuable German brands are included in the Brand Finance Germany 50. The company was founded on 28 March 1886, by Paul Carl Beiersdorf. The brand made sure that people from different backgrounds, social status, and income levels will be able to purchase the products by Nivea. Use the test results to make necessary adjustments in the brand positioning. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. 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. Need a custom Essay sample written from scratch by The concern is the distribution strategy that will ensure the product reaches the point of sale at the right time. Marketing Mix of Nivea analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Nivea marketing strategy. Bhasin, H. (2018) Marketing Strategy of NIVEA - NIVEA Marketing Strategy, Marketing91. 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 values its customers above everything. The information retrieved from the market research study is used to develop a product that suits the needs of consumers. NIVEA FOR MEN brand understood this as an opportunity to claim more market share in the growing category. 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. For instance, if students need to wear shoes, the shoes may require polishing. That is, Nivea will have to establish itself as a product that is not much different from the local ones. Whenever you are traveling to colder regions, you cannot do without your Nivea cream, the brand has that kind of hold on consumers. 2. NIVEA families, like Visage, deodorant, soft, Vital and NIVEA Bath Care were developed at this time. The umbrella brand The Nivea brand is one of the most famous examples of a superior brand personality developing from a unique product idea. After 1980s, Nivea expanded its market and was available worldwide. – 06 PGPIMC (2006-08) 2. For men, the product has a wide range of products to meet number of consumer needs for both boys and men. Brand strategy needs to be carefully integrated with corporate image management. * Nivea is truly a global brand, and its products are the same everywhere. The NIVEA brand has a wide range of products that target various demographics of the market. NIVEA assumed a marketing orientation that focuses on the production and marketing of the new product. 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. Brand equity – Naturally, because of its concentration on this niche, the Brand equity of Nivea is only growing and has not been affected. Thus, you can find prices do differ at different places. As such, the company responded to the market gap by launching a range of products which target to satisfy the needs customers. Marketing strategy helps companies achieve business goals & objectives, and … It is owned by the Hamburg-based company Beiersdorf Global AG. This article elaborates the product, pricing, advertising & distribution strategies used by Nivea. One such example include introduction of Nivea Visage that targeted girls between the age group 13 to 19 years. We utilize security vendors that protect and ensure the integrity of our platform while keeping your private information safe. 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. During the product launch, the company invited celebrity artistes with a huge teenage following. The marketing strategy of Nivea is remarkably consumer-driven. Nivea has succeeded with new product rollouts by maintaining consistency in its brand messaging, both visually and verbally. Lip care and Nivea for men. Customers need to be aware of the availability of the product in addition to being persuaded to buy the product. NIVEA stands for reliability, quality and innovation. 1. 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. NIVEA x Real Madrid - #PrepareWithNIVEAMen - Influencer Marketing Agency Case Study. Nivea adverts are found in all kinds of magazines and newspapers, on television on all channels at regular intervals. Several elements of consumer driven marketing can be identified from the NIVEA case. This is what Nivea works upon. The brand is valued at 6.7 Billion dollars. IvyPanda. which have helped the brand grow. 1. They also have presence in social networking sites such as Facebook. 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