NIVEA CASE STUDY
Nivea is a German personal care brand that specializes in body care. The brand first began its cream-based
production in 1911. Initially, it developed its stable oil-and-water skin cream, boomed as a brand with
numerous products, and now is a household name globally.
Primarily, Nivea catered to women and marketed products that grabbed women’s attention. Later, the brand
repositioned itself and launched Nivea Men, and with its brilliant campaigns and meticulous marketing
strategy the brand came out with flying colors. Despite economic hardships and a competitive environment,
the brand continued to grow and initiated umbrella brands under Nivea, to name a few Nivea family, Nivea
Men, and Nivea bath care. It includes categories like body care, face care, sun care, Nivea men and many
more in this category. In recent years, Nivea has boarded various famous individuals for its campaigns on
traditional media and digital media. Now that we understand the company, let’s understand Nivea’s
marketing mix.
Today, customers center around confiding in more dependable brands, service benefits, and are buyer
driven. To interest its shoppers with new products Nivea does a broad examination to target key market
sections which recognize similar gatherings of people with similar qualities like age, attitude, personality, and
so on. It completes its market search in various manners which incorporates research strategies, utilizing
focus groups to tune in to purchasers straightforwardly, gathering information from shoppers, and product
testing in these sectors. For instance, from market surveying, the organization had the option to build up
that youthful female buyer required a marvel item that keeps up their typical skin and not a cured product.
From this data, the brand built up the Nivea Visage Young to address the issues.
QUESTIONS
1. Which of the five strategies for adapting products and promotion for the global market does Nivea
employ?
2. How does Nivea market its products differently in different countries? How does the company
maintain the consistency of it brand?
3. How is Nivea’s consistent brand message relevant to different target markets?
ANSWERS
1. Which of the five strategies for adapting products and promotion for the global market does Nivea
employ?
Nivea is a German personal care brand that specializes in body care. The brand first began its cream-based
production in 1911. Initially, it developed its stable oil-and-water skin cream, boomed as a brand with
numerous products, and now is a household name globally.
Primarily, Nivea catered to women and marketed products that grabbed women’s attention. Later, the brand
repositioned itself and launched Nivea Men, and with its brilliant campaigns and meticulous marketing
strategy the brand came out with flying colors. Despite economic hardships and a competitive environment,
the brand continued to grow and initiated umbrella brands under Nivea, to name a few Nivea family, Nivea
Men, and Nivea bath care. It includes categories like body care, face care, sun care, Nivea men and many
more in this category. In recent years, Nivea has boarded various famous individuals for its campaigns on
traditional media and digital media. Now that we understand the company, let’s understand Nivea’s
marketing mix.
Today, customers center around confiding in more dependable brands, service benefits, and are buyer
driven. To interest its shoppers with new products Nivea does a broad examination to target key market
sections which recognize similar gatherings of people with similar qualities like age, attitude, personality, and
so on. It completes its market search in various manners which incorporates research strategies, utilizing
focus groups to tune in to purchasers straightforwardly, gathering information from shoppers, and product
testing in these sectors. For instance, from market surveying, the organization had the option to build up
that youthful female buyer required a marvel item that keeps up their typical skin and not a cured product.
From this data, the brand built up the Nivea Visage Young to address the issues.
QUESTIONS
1. Which of the five strategies for adapting products and promotion for the global market does Nivea
employ?
2. How does Nivea market its products differently in different countries? How does the company
maintain the consistency of it brand?
3. How is Nivea’s consistent brand message relevant to different target markets?
ANSWERS
1. Which of the five strategies for adapting products and promotion for the global market does Nivea
employ?
