Nivea Marketing Strategy

Nivea Visage Q10 a worldwide revolution

Table of Contents 1. General presentation - Nivea and anti-aging products 3 1.1. Nivea - company information 3 1.2. The anti-aging creams market 4 2. Nivea product lines 5 3. Nivea points of difference 10 4. Nivea marketing strategy 11 4.1. Nivea marketing strategy focus 11 4.2. Marketing Mix for Nivea Visage Q10 11 References 14

1. General presentation - Nivea and anti-aging products

1.1. Nivea - company information NIVEA is the most important and valuable of all Beiersdorf brands. Nivea products contributed just under €3.7 billion to the Beiersdorf Group’s total sales (€5.971 billion) in 2010. The aim is for Nivea to secure leading market positions in the individual product categories in as many countries as possible. The brand already occupies 138 number one slots in different categories throughout the world, including Men, Face, Hair, and Deodorants. The brand enjoys strong growth rates above all in key growth regions such as China, Russia, Brazil, and India. As early as the 1920’s, 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 in the sun. In 1930, the Nivea range was expanded with the addition of Nivea Oil. 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 shaving cream, shaving foam, facial toner, hair oil and for the first time, Nivea shampoo. In the early 1940’s, Nivea launched its Nivea milk. The dual benefits of Nivea milk which were highlighted and made clear were cleansing the skin and facial massage. The 1950’s werehard times for Europe. The rebuilding of Germany, the cold war,