Case Nivea

Naresh K. Malhotra, Basic merchandising Research: Integration of Social Media, 4e. gain © 2012 Pearson Education, Inc. Publishing as Prentice Hall. ONLINE VIDEO CASE 10.1 NIVEA: market Research Leads to Consistency in Marketing Nivea (www.nivea.com), the skin dole out proceedss company, is quit of the German Beiersdorf conglomerate. As of 2011, Niveas skin sustainment harvest-festival follow is marketed in more than 150 countries. The harvesting caper has been around for about 10 decades, originating with a scientific note of the front skin cream that did not separate into water and oil. That, coupled with intelligent marketing based on marketing look for, has led to a strong positive stain image, which accounts for oftentimes of Niveas success. Nivea, founded in 1911, began marketing in the 1920s when it changed its logotype and began selling its product around the world. Early on, Nivea established its distinguish identity as a pure and gentle produc t that families could rely on. Early advertisements featured the Nivea Girl. In 1924, it broke from impost and began advertising with the Nivea Boy. This helped Nivea convey the message that Nivea skin cream was for the extensive family.

Its brand image has transcended the decades with the help of a foundation alter upon advertising that stresses family relationships and values. In the 1970s, Nivea had to defend itself against true competition for the offshoot time. It relied heavily on marketing research, which helped it to formulate a two-pronged resolvent: (1) defense of its core business through a crude as a jay bird advertising campaignCrème de la Crème! and (2) the mental hospital of new products, which helped life the brand 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 included skin care, bath products, solarise protection, baby care, facial care, hair care, and care for men. It used an...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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