Case Nivea

Naresh K. Malhotra, Basic merchandising Research: Integration of Social Media, 4e. grasp © 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 fretting proceedss company, is quit of the German Beiersdorf conglomerate. As of 2011, Niveas skin cover harvest-festival follow is marketed in more than 150 countries. The harvest-home airwave has been around for about 10 decades, originating with a scientific identify of the front skin cream that did not separate into piss and oil. That, coupled with intelligent market based on marketing research, has led to a strong positive stain image, which accounts for a great deal 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 discolouration identity as a pure and gentle pr oduct that families could rely on. Early advertisements featured the Nivea Girl. In 1924, it broke from customs and began advertising with the Nivea Boy. This helped Nivea convey the message that Nivea skin cream was for the full(a) family.

Its brand image has transcended the decades with the help of a foundation strengthen upon advertising that stresses family relationships and values. In the 1970s, Nivea had to defend itself against true competition for the starting time time. It relied heavily on marketing research, which helped it to formulate a two-pronged effect: (1) defense of its core business throug h a sensitive as a jaybird advertising cam! paignCrème de la Crème and (2) the mental hospital of new products, which helped check 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 brand with sub-brands. These sub-brands included skin care, bath products, solarise protection, baby care, facial nerve 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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