Niva-Case Essay

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Case Study: Nivea Nives (www.nivea.com) skin care products are part of the German company Beiersforf. As of 2008, the company’s line of skin care products is marketed in about 100 countries. The product line has been around for over a century, originating with a scientific breakthrough – the first skin cream that did not separate into water and oil. That coupled with intelligent marketing led to a strong positive brand image, which accounts for much of their success. The company’s continual success is due to the marriage of marketing and research and development within the company. Research and development is continual and the latest findings in dermatology, product technology, and raw materials are applied to existing products. The goal of improved product performance and quality is central to the Nivea product line. They help ensure this quality through constant testing and consumer feedback obtained via marketing research. Nivea began marketing in the 1920s when they changed their logo and began selling their product around the world. Early on they established their brand identity as a pure and gentle product on which families could rely. They advertised with a picture of the Nivea Girl. In 1924, they broke from tradition and began advertising with the Nivea Boys. This helped them convey the message that Nivea was made for the entire family. Their brand image has transcended decades with the help of a foundation built upon advertising that stresses family relationships and values. In the 1970s Nivea had to defend itself against true competition for the first time. They relied heavily on marketing research, which helped them formulate a two-pronged strategy. The first part was the defence of their core business through a new advertising campaign – 1 Crème de la Crème. The second part was the introduction of new products, which helped keep the brand

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