...------------------------------------------------- Chosen Competitor; Beiersdorf AG (NIVEA) SWOT Analysis for NIVEA Strengths * ------------------------------------------------- Strong brand name * ------------------------------------------------- Internationally active * ------------------------------------------------- Availability of multiple language setting on homepage * ------------------------------------------------- Strong appeal on environmental responsibility (animal testing/use of palm oil) * ------------------------------------------------- Customer loyalty – high ratings on net-based markets * ------------------------------------------------- Affordable prices * ------------------------------------------------- Strong distribution network * ------------------------------------------------- Had staff with relevant skills – researchers with the scientific skills to develop products that men want and marketing staff with the skills to help promote these products effectively. * ------------------------------------------------- Have enough financial resources to market a product efficiently * ------------------------------------------------- Large range of products: Skin care (Nivea Visage, Nivea Body, Nivea Sun, Nivea Soft, Nivea for Men), Personal care (Nivea Lip-care, Nivea Shower Soap, Nivea Deo). Strong brand name: NIVEA Creme, the starting point of NIVEA, was created in 1911 by the German company Beiersdorf. At that time it was a breakthrough...
Words: 746 - Pages: 3
...Marketing of Nivea 1911 was the year NIVEA CRÈME was born. In fact, NIVEA CRÈME required the work of three resourceful men: Dr. Oscar, Dr. Isaac and Prof. Paul, not just one for its development. Dr. Oscar had acquired Beiersdorf in Hamburg from its founder Carl Beiersdorf in 1890. After a lot of research, they developed the first stable grease and moisture cream in the world – NIVEA CRÈME. It contained: 1. Fragile oils 2. Water 3. Glycerine 4. A little citric acid 5. Oil of rose 6. Lily of the valley to give it a fine perfume. Dr. Oscar called his crème NIVEA, meaning snow white because of its color. Shortly after its invention the crème was sold in yellow tin. 1920: As early as the Twenties, the NIVEA brand was associated with youth, freshness and leisure in the sun and in nature. They made their advertisements and lively by using young, attractive and fit women tanning herself in the sun. 1930: In 1930, the NIVEA range was expanded with the addition of NIVEA OIL. The skin oil was usually used by sportspeople and for massage. In their advertisements as well they used masculine model athlete which bought about an attractiveness and youth image in the minds of the consumers. The NIVEA product range had expanded considerably – hairdressers, as well as pharmacists and chemists had now been supplied since the mid-twenties. Between 1929 and 1931, NIVEA launched solid brilliantine, shaving cream, shaving soap, facial toner, hair oil and for the first time – NIVEA SHAMPOO...
Words: 1824 - Pages: 8
...Business Foundation, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. Copyright © 2013, Richard Ivey School of Business Foundation Version: 2013-03-04 On April 26, 2012, Stefan F. Heidenreich walked into the conference center in Hamburg, Germany, for Beiersdorf’s annual stockholder meeting. There, he would officially be introduced as the new chief executive of the NIVEA producer and take the reins in a time of transition and complex challenges. His predecessor, Thomas-Bernd Quaas, was to give his farewell speech in front of 800 shareholders. Quaas had been the CEO for the past seven years and had led the company’s international expansion. The company’s flagship brand, NIVEA, had turned 100 years old last year and consumers around the world were familiar with the cream in the signature blue tin. The expansion was not only geographical but also categorical: a number of innovations had resulted in a broad product range under the NIVEA brand. However,...
Words: 8147 - Pages: 33
...Introduction The NIVEA® brand is one of the most recognised skin and beauty care brands in the world. NIVEA creme was first introduced in 1911 and the NIVEA brand now extends to 14 product ranges worldwide from suncare to facial moisturisers, deodorant and shower products. In 1980 when Beiersdorf, the international company that owns NIVEA, launched its NIVEA FOR MEN ® range internationally, it broke new ground with its aftershave balm product. It was the first balm on the market that did not contain alcohol, which can irritate the skin. It proved to be very popular with consumers. In 1993, NIVEA FOR MEN developed a fuller range of male skincare products. This reflected the growing social acceptance of these products with male consumers. The brand was able to exploit its knowledge of the skincare market. The company’s research showed men mainly wanted skincare products that protected the face after shaving. Men were willing to buy products that helped calm and soothe irritated skin caused by shaving. The NIVEA FOR MEN brand was launched in the UK in 1998. At that time total annual sales of men’s skincare products (facial and shaving preparations) in the UK were only £68 million with the male facial product sector worth only £7.3 million. Sales of male skincare products have grown steadily since the launch of NIVEA FOR MEN and the market in 2008 was worth over £117 million with male facial products worth £49 million. NIVEA FOR MEN wanted to increase its share...
Words: 2032 - Pages: 9
...Nivea must have a serious lack of diversity on their marketing team, because there is no other explanation for why an ad like this got approved. The ad (see full image here) features a preppy, groomed black man holding the head of his former self, who's sporting a beard, an afro, and a pissed-off expression. The words "Re-civilize Yourself" are scrawled across the image, with the smaller phrase "Look like you give a damn" on top. The message couldn't be clearer: natural hair on a black man isn't a style preference or a nod to afrocentrism—it's straight-up uncivilized. It occurred to us that there might be an entire campaign based around the tagline, "Re-civilize yourself." No such luck. Although Nivea has several other ads with the words "Look like you give a damn," and one where a white guy is holding a long-haired mask, none of them mention anything about civilization. The fact is, the ad itself is still racist even if it is part of a larger campaign. A person flipping through a magazine won't know the context. All they'll think of is avicious stereotype of black people that still endures, and all they'll see is a black man trying to fit into a white world by shedding his former "uncivilized" self. This isn't the first time a company has blithely unveiled a bigoted ad campaign, only to be shocked when the public is outraged. How long will it take for companies to realize that racism is not only morally wrong but bad for business? Nivea is currently trending on Twitter, and...
Words: 293 - Pages: 2
...Amanda Fornes MKT 3600 – Professor Wayman November 3, 2014 Nivea Case 2. If Nivea’s management decision problem is “how can we increase market share?”, an appropriate marketing research problem is “ which segment should we target for our product?” This will allow the researcher to determine what needs to be done and what information is needed to solve the management decision problem. 3. Nivea should use a descriptive research design, specifically the survey method, if they want to understand the preferences of American consumers for skin care products. By using the survey method, Nivea will be able to reach more consumers than, for example, a focus group. Also, administering the survey is relatively easy, whether it be through social media or email. The survey method keeps things simple for both the respondent and the researcher. Ultimately, the survey method allows Nivea to ask consumers specific questions regarding their preference for skin care products. 4. Qualitative research plays a major role in understanding the preferences of American consumers for skin care products. It allows the researcher to gain a qualitative understanding of the underlying reasons and motivations of consumers. In other words, it provides researchers with not only the preferences of the American consumers in regards to skin care products but also the reasons why they prefer/choose certain skin care products. The qualitative research technique that should be used is focus groups because it...
Words: 612 - Pages: 3
...------------------------------------------------- NIVEA Présentation : La marque NIVEA a été crée en 1911 à Hambourg. C’est une marque de produit de soin appartenant au groupe allemand Beiersdorf. Son activité est celle de l’expertise de la peau et du soin. Le Groupe emploie aujourd’hui 19 000 collaborateurs à travers le monde, dont 350 en France. Nivea visage et body ont la 1ère place européenne et Nivea Sun la première place mondiale. Nivea a différentes politiques : * Politique de prix : les prix sont abordables. Il y a eu très peu d’évolution depuis son introduction sur le marché : * Politique de distribution : Nivea se trouve partout depuis la parfumerie de luxe jusqu’au souk… * Politique de communication : le conseil et la pub qui lui permet de consolider sa position et de gagner des parts de marché * Politique de produit : ils proposent plus de 300 produits pour le soin. L’OFFRE * Depuis sa création, Nivea vends des produits et des gammes répondant aux évolutions et aux besoins des consommations. * Elle crée de nouveaux marchés. Exemple en 1998 : l’anti-âge, Nivea propose des produits antirides en lançant sa gamme de soin Q10. * Elle augmente et renouvelle souvent son offre. Exemple en 2010 : « la marque se donne un coup de jeune » : emballages modernisés ; logo harmonisé sur l’ensemble de sa gamme. * Elle fait de la recherche pour toujours améliorer son offre, Beiersdorf possède un des plus grands centres de recherche...
Words: 1039 - Pages: 5
...Integrated Case study AN ANALYSIS OF THE CASE: BEIERSDORF AG: EXPANDING NIVEA’S GLOBAL REACH Sasipim Viriyajaroen STUDENT ID: C0346RCRC1013 Submitted in fulfilment of the requirements of the Masters’ degree to the London School of Commerce, for the degree of Master in Business Administration (MBA) Supervisor: Dr K V Shenai September 2014 ICS: BEIERSDORF AG: EXPANDING NIVEA’S GLOBAL REACH Contents page Acknowledgements Executive Summary Chapter 1: Introduction 1 Chapter 2: Case brief 4 Chapter 3: Problem statement and Analysis 9 3.1 Statement of the problems in the case 3.2 Relevant literature review 3.3 Proposed plan of analysis 3.4 Sources of data 3.5 Ethical issues Chapter 4: Analysis and Findings 19 4.1 An assessment of the current position 4.2 Alternative future scenarios 4.3 Resource Constraint Evaluation Chapter 5: Proposed solution to Problems 32 5.1 Integrated discussion of the analysis 5.2 Recommendations and proposed plan of action 5.3 Critical assumptions to the analysis 5.4 Implications for stakeholders 5.5 Limitations of the study, scope for further research Chapter 6: Application to another case 38 6.1 Description of the comparator company’s situation 6.2 Testing the recommendations on the comparator company Appendices References Acknowledgements The making of dissertation period is one of the most...
Words: 11790 - Pages: 48
...What is the brand image and sources of equity for the Nivea brand? Does it vary across product classes? How would you characterize the brand hierarchy? Brandul se identifica a fi un ingrijitor al pielii. Caracteristicile principale ale brandului sunt grija, blandetea produselor, increderea, protectia, caltatea inalta, starea de bine si preturi accesibile. De-a lungul timpului Nivea a devenit un simbol al protectiei si al ingrijirii pielii, iar in reclamele acestui brand s-a mereu ideea de curat, natural, nou si proaspat. Sursele capitalului brandului Nivea pot fi multiple. Printre ele se numara si caracterul de inovator si unic dat de procesul de cercetare si dezvoltare continua, respectiv de introducerea pe piata a produselor anti-imbatranire reprezentante in mod special de coenzima Q10. La momentul lansarii pe piata a acestui tip pe produs nu exista un alt competitor astfel incat Nivea a creat acea impresie de unic si revolutionar in materie de ingrijire a pielii. De asemenea, asocierea produselor cu anumite categorii de varsta( persoane varstnice, copii, bebelusi) sau asocierea brandului cu anumite idei, precum relaxarea cu familia in vacante, reprezinta o alta sursa de capital al brandului. Totodata, de-a lungul timpului, Nivea a reusit sa isi creeze o imagine favorabila pe piata produselor de ingrijire personala si astfel brandul este considerat unul puternic. Prin aceasta imagine creata Nivea a reusit sa scoata in evidenta si sa comercializeze dorintele consumatorilor...
Words: 1344 - Pages: 6
...NIVEA * Best-known and most successful skin care brand in the world* – more than 100 years of skincare expertise * NIVEA records global growth of 6.4% in 2012 NIVEA is a brand icon with a massive global appeal and an unparalleled success story. It allbegan in Hamburg, where NIVEA, the first-ever industrially produced oil-and-water-based cream, was launched in December 1911. Today, NIVEA is the largest skin care brand in the world, and is available in over 200 countries*. Awareness of NIVEA is virtually 100 percent in Germany, and European consumers trust it like no other skin care brand. This is confirmed, for example, by the “Reader’s Digest Most Trusted Brands 2012” study, in which more than 27,000 male and female consumers from 15 European countries voted NIVEA the most-trusted skin care brand for the eleventh year running. NIVEA has always stood for reliable quality, good value for money, and ease of use. Security, trust, closeness, and credibility are the brand’s core values. NIVEA is the most important and most valuable of all Beiersdorf’s brands. NIVEA products contributed approximately €3.7 billion to the Beiersdorf Group’s total sales (€6.040 billion) in 2012. The aim is for NIVEA to secure leading market positions in the individual product categories in as many countries as possible. NIVEA already holds around 150 number one positions in different product categories worldwide, including Men, Face, Hair, and Deodorants. The legendary blue tin has been...
Words: 1204 - Pages: 5
...Name Instructor Course Institution Date Brand Strategy BRAND NAME: Nivea Sun-Kissed Radiant Skin Lotion Dollar Tree Inc. is among the biggest dollar stores in America selling a wide variety of products (Plunkett's Retail Industry Almanac 2009, 50). The picture of the Nivea Sun-Kissed Radiant Skin Lotion product sold at the Dollar Tree Inc is shown below. [pic] Retrieved 26 August 2014 from: https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcTCU-qEMJMc0lMV6YFk1zl9imAibUHoaPQss0PWB2-FwyJL0FO32g STRATEGIC PLAN: BRAND HISTORY • Company’s industry Dollar Tree Inc. operates within the industry of Dollar and variety Stores, which provides cheap products to consumers in different locations. The Dollar and variety stores industry has been in existence since time immemorial to offer low price products to consumers in order to supplement the big chain stores and supermarkets since they are closer to the consumers. Business analysis in America reveals that the Dollar and variety stores industry has experienced a significant growth over the last five years as at 2014. This industry offer employment to more than 270,449 people in America as depicted by the industry research report (Britt 35). • Company’s competition The Dollar and variety industry contains many companies, which compete among one another in search for consumers and increase in revenue...
Words: 1065 - Pages: 5
...Page 1: Introduction The NIVEA brand is one of the most recognized skin and beauty care brands in the world. NIVEA creme was first introduced in 1911 and the NIVEA brand now extends to 14 product ranges worldwide from sun care to facial moisturizers, deodorant and shower products. In 1980 when Beiersdorf, the international company that owns NIVEA, launched its NIVEA FOR MEN range internationally, it broke new ground with its aftershave balm product. It was the first balm on the market that did not contain alcohol, which can irritate the skin. It proved to be very popular with consumers. In 1993, NIVEA FOR MEN developed a fuller range of male skincare products. This reflected the growing social acceptance of these products with male consumers. The brand was able to exploit its knowledge of the skincare market. The company's research showed men mainly wanted skincare products that protected the face after shaving. Men were willing to buy products that helped calm and soothe irritated skin caused by shaving. The NIVEA FOR MEN brand was launched in the UK in 1998. At that time total annual sales of men's skincare products (facial and shaving preparations) in the UK were only £68 million with the male facial product sector worth only £7.3 million. Sales of male skincare products have grown steadily since the launch of NIVEA FOR MEN and the market in 2008 was worth over £117 million with male facial products worth £49 million. NIVEA FOR MEN wanted to increase its share of the UK...
Words: 1805 - Pages: 8
...marketing are important in terms of how an organisation and its products are perceived by customers and employees, and can affect the overall ethos and ultimate success of the organisation. This unit will enable learners to investigate and examine how exemplar organisations have been affected by ethical issues, how they deal with them, and how ethical issues should be taken into account when developing marketing plans. On completion of this unit learners will be able to produce a marketing plan for a product, a service or an organisation that is realistic, in terms of objectives and resources, and effective in terms of the current situation in the marketplace. Specification of Assessment Developing a marketing plan: a nivea case study The NIVEA brand is one of the most recognised skin and beauty care brands in the...
Words: 3503 - Pages: 15
...of Nivea Submitted by Jacques Epangue BIC Class of 2015 Introduction The reputation of a brand is a key element of its relationship with its consumers. A strong brand reputation and positioning is built on both the brand identity and the brand image, which is the consumer’s perception of the brand. In fact, two thirds of consumers adopt a brand because they feel like they are connected to its image or its identity. Brand identity is what the brand truly represents, the tangible and intangible values that make a brand distinguishable from other brands. Therefore, the challenge of the brand is to preserve its identity while keeping up with marketing trends and strategies. The history of advertising has seen many controversial campaigns, to say the least, in which the brand has kept itself away from its identity involving its reputation. In 2011, Nivea cream-maker of the German firm Beiersdorf and largest skincare brand in the world, along with its business partner, global marketing communications agency Draftfcb rolled out a global campaign entitled “100 Years Skincare for Life” signing up international singing star Rihanna to be the voice of its 100 year celebrations, and the song “California King Bed” accompanied the whole anniversary campaign internationally. The campaign created a tremendous value for the brand but also drew widespread criticism in online and social media as being jeopardized the well-respected image of Nivea. 1- The problem In 2011 Nivea turned...
Words: 1201 - Pages: 5
...technique | Summary of how Nivea use the technique | Comparison (what are the differences, similarities etc. in their approaches | Market Penetration | Alton towers have used market penetration in many ways. They have used this technique by putting in new rides every now and again which would attract more and more customers as well as the customers they already have. They also do the themes according to the events such as Halloweens, bonfire nights etc. they also have shops at the end of each ride which is another way of market penetration as people would want to buy their own pictures or even souvenirs of that ride. One last way could be the fast track system where people can skip the queue by paying extra which will help Alton towers gain more profit. | NIVEA lip care has developed the brand through observing styles in the market and matching these with its existing core abilities in skin care. The core products of this range are 'Essential', 'Repair', 'Rose' and 'Sun'. However, NIVEA has extended the product range with:Strawberry and CherryPearl & ShineGold & Shine and Care Gloss & Shine | The way in which they are both similar is they are both themed as Alton towers theme their events according to the different things happening throughout the year whilst NIVEA have also themed their products for example the ‘sun’ was made for the summer.The way in which they are different is Alton towers are based and focused towards rides whilst NIVEA are focused on makeup products...
Words: 1201 - Pages: 5
