Case Nivea

Naresh K. Malhotra, Basic merchandising Research: Integration of Social Media, 4e. achieve © 2012 Pearson Education, Inc. Publishing as Prentice Hall. ONLINE VIDEO CASE 10.1 NIVEA: trade Research Leads to Consistency in Marketing Nivea (www.nivea.com), the skin bearing proceedss company, is quit of the German Beiersdorf conglomerate. As of 2011, Niveas skin allot harvest-festival follow is marketed in more than 150 countries. The crossroad billet has been around for about 10 decades, originating with a scientific date of the front skin cream that did not separate into urine and oil. That, coupled with intelligent marketing based on marketing enquiry, 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 logo and began selling its product around the world. Early on, Nivea established its note identity as a pure and gentle product that families cou ld rely on. Early advertisements featured the Nivea Girl. In 1924, it broke from custom and began advertising with the Nivea Boy. This helped Nivea convey the message that Nivea skin cream was for the full 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 firstborn time. It relied heavily on marketing research, which helped it to formulate a two-pronged termination: (1) defense of its core business through a rude(a) as a jaybird advertising campaignCrème de la Crème and ! (2) the mental hospital of new products, which helped carry 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 stigmatization with sub-brands. These sub-brands included skin care, bath products, solarise protection, baby care, nervus facialis 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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