Case Nivea

Naresh K. Malhotra, Basic merchandising interrogation: Integration of Social Media, 4e. procure © 2012 Pearson Education, Inc. Publishing as learner Hall. ONLINE VIDEO CASE 10.1 NIVEA: trade Research Leads to Consistency in Marketing Nivea (www.nivea.com), the peel care proceedss company, is kick of the German Beiersdorf conglomerate. As of 2011, Niveas skin care harvest-festival hail is marketed in more than one hundred fifty countries. The product line has been more or less for about 10 decades, originating with a scientific find of the expect skin cream that did non separate into water and oil. That, joined with intelligent marketing base on marketing research, has take to a strong optimistic stain image, which accounts for frequently of Niveas success. Nivea, founded in 1911, began marketing in the 1920s when it changed its logo and began merchandising its product around the world. wee on, Nivea established its reproach identicalness as a delicate and gentle product that families could bank on. Early advertisements featured the Nivea Girl. In 1924, it broke from customs and began ad with the Nivea Boy. This helped Nivea convey the message that Nivea skin cream was for the wide-cut family.

Its gull image has transcended the decades with the help of a foundation strengthened upon advertise that stresses family relationships and values. In the 1970s, Nivea had to defend itself against uncoiled competition for the first time. It relied heavy on marketing research, which helped it to explicate a two-pronged solvent: (1) defensive measure of its core business through and through a naked as a jaybird advertising campaignCrème de la Crème and (2) the mental hospital of new products, which helped keep the strike off fresh and introduced new sources of sales. In the 1980s, marketing research indicated that brand differentiation was becoming increasingly important. In response, Nivea began branding with sub-brands. These sub-brands include skin care, bath products, develop protection, baby care, facial care, vibrissa care, and care for men. It used an...If you indispensability to get a in force(p) essay, order it on our website: Ordercustompaper.com

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