4. Background
•Nivea is a brand of a German company Beirsdorf, overtaken by Oscar Troplowitz in 1890.
•Expanded into South & Latin America , Eastern Europe and Asia.
•Expanded the brand to a full range of skin care & personal care products.
•Became the ideal of female beauty in Europe.
•The brand had a 15% market share in the global skin care products market in 1990.
•Most trusted Skin care brand by consumers in 12 European countries.
12. Respecting Cultural Diversity While
Pursuing Global Brand Strategy
Nivea
continued its
international
expansion
with a series
of local
product
adaptations
while the
brand
appearance
was
standardized.
13.
14. Marketing mix
PRODUCT PRICE
Nivea employs extensive research to target As a price leader,the company sets the
Key market segments. It gathers information company sets the price benchmark.
About consumers’ tastes , preferences , and Nivea needs to constantly review
Feedbacks. It also launches product testing prices if any new competitor joins the
Activities with consumers. Market.
PLACE PROMOTION
Nivea distributes through a variety of outlets Nivea selects promotional techniques
That are cost effective & reach as large no. of that appeal to the tastes of its target
Consumers as possible. It takes into account market through the range of mass
The environmental effects and transportation. Media available.The company arranges
promotional techniques to be
consumer-led through the line promotion.
19. CORE VALUES
Its products meet consumers’ needs in every form.
It’s a mass market brand which offers the largest skincare
assortment to the people all over the world.
The brand has always been linked closed to its customers’
base.
It always works hard to keep its brand young , attractive and
energetic.