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Nivea Essay

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Below is an essay on "Nivea" from Anti Essays, your source for research papers, essays, and term paper examples.

Content Analysis of Facebook Data

Brand-Nivea

Marketing Management-III

Submitted to: Prof. Sandip Anand
Name | Subhranshu S. Panda |
Roll | U112053 |
Section | A |

Xavier Institute of Management, Bhubaneswar

Contents
Introduction 3
Data from Nivea’s Facebook page ..4
Comments and benefits………………………………………………………………………………………………………..4
Overall attitude towards Nivea 13
Summary table 13
Interpretation of the findings 13
Managerial Action Imperative………………………………………………………………………………………………………….14

Introduction
Nivea is a one of the most recognized skin and beauty care brands globally. Launched in 1911, Nivea was introduced as the first stable white skin cream that provided real moisturising benefits to the consumer. Even though it has been continually updating its products in line with the latest scientific developments, the base of all innovation practices that led to its inception still remains the same after 100 years.
Over the years, Nivea has acquired a unique and universal brand identity as a caretaker of skin, primarily through Nivea Creme. Nivea is synonymous with protection and caring for the skin. “Mildness”,”reliability,” “gentleness,” “protection,” “high quality,” and “value for money” are all strongly associated with the Nivea name.
In this report, a content analysis of the Nivea’s facebook page is presented. This analysis is based on random comments by facebook users on the brand’s facebook page. Following is the methodology adopted:
  * The facebook page for Nivea was visited and comments were picked from there. These comments spoke about the brand, ranging from its benefits to complaints related to the same.
  * These comments were collected and classified under categories M1, M2 and M3. These categories aid in measuring the perception of a brand in the following way:
  * Functional Benefits: Those features that give physical benefits to the customer, characterized by M1(+ve or -ve).
  * Emotional Benefits: Those...

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