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Marketing Mix |

Table of Contents

Table of Contents 2
Company History 3
Market segmentation and targeting 5
Market positioning 6
Product Life Cycle 7
New Product development 9
Branding and Brand Strategy 10
Online marketing 11
Advertising 12
Sales promotions 13
International Marketing 14
Conclusion and recomindations 16
Bibliography 17

Company History

The NIVEA® brand is one of the most recognized skin and beauty care brands in the world. NIVEA crème 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. (Nivea.co.uk)

1911 was the year NIVEA Creme was “born”. It owes its development to the product “Eucerit”. After decades of research Dr. Isaac Lifschütz discovered this revolutionary emulsifier, which meant that a product was now available which could combine an active substance, fat and water to give a stable base for ointments. The highly creative Dr. Oscar Troplowitz of the Beiersdorf company used Eucerit, originally discovered for the medical field, as the base for a completely new kind of cosmetic cream. Shortly after its invention, in December 1911, NIVEA Creme was sold in a yellow tin. The fanciful decoration of green tendrils reflected a popular artistic trend of the period. (Nivea.co.uk)

In 1919 the NIVEA assortment was expanded by the first NIVEA Soap. (Nivea.co.uk)

In 1922 the first NIVEA product specifically for men was developed: The NIVEA shaving soap, a forerunner of the Shaving foams and gels. (Nivea.co.uk)

In 1924 a completely new advertising style for NIVEA was developed. In the Europe of the twenties people were hungry for life. They wanted to live life to the full. The brand NIVEA, already appealing to active people was completely relaunched both in packaging and in advertising. Blue and white became the colours now representing the brand.
Instead of showing elegant ladies...

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