NIVEA Marketing Strategy – Marketing Strategy of NIVEA: The first water and oil base revolutionized cream brand was created in the company’s parent Beiersdorf in 1911. The reasoning for the reason behind “Nivea,” is that it’s an abbreviation of the Latin word “nix”nivis” which translates to snow white.
The original formula for the cream consisted of water, oil, citric acid, glycerine, and rose perfume. The formula has not changed significantly over more than 100 years.
In the year 1980, as a result of growing confidence in the brand from customers, the company launched innovative products for skincare, bath and products for men, and bath care. items businesses.
Did You Know About NIVEA?
Company : NIVEA
CEO: Vincent Warnery
Founder: Paul Carl Beiersdorf
Year founded: 28 March 1882
Headquarters: Hamburg, Germany
Annual Revenue: 7.653 billion EUR
NIVEA Fun Fact: The majority of these lotions are water, about 70 to 80 percent.” Nivea cream is different; it is a water-in-oil emulsion (W/O) where the oil phase comprises a much larger portion of the emulsion.
NIVEA Marketing Strategy – Segmentation, Targeting, and Positioning
The customer groups based on gender (Menor women) or age (Baby or Millennial) has been identified by the company to provide these products based on the stage of life they are a part of. The income bracket for which the product offerings are most suitable is middle and upper-middle-income social class.
Nivea has always designed its products intending to sell to the masses by offering different options to a diverse set of consumers and offering it in SKUs ranging from large to small (stock conserving units).
The brand has established itself around the concept of moisturizing and products that are not harmful to hair or skin.
NIVEA Mission Statement
NIVEA Vision Statement
“To be the number one in skin care in our relevant markets and categories.”
“Trusted, loved, and always reliable – For more than 100 years”
NIVEA Marketing Strategy – Competitive Advantage
Bouquet of items:
The company can offer a robust portfolio of products range that caters to each segment such as Women, Men, and Babies and it’s helping the business to increase its value in terms of TRV (Total relationship value) of its customers over the customers’ life cycle, which ensures repeated purchases, as well as across, sell possibilities to existing customers for the company.
Experience infused through the main company
As the parent company for the Brand, they are already involved with 7 brands within the body and skincare market, so it’s simple for them to study what is happening in the marketplace and to come up with the best products suitable for the evolving demands of customers, and in the same time, cannot be copied by rivals.
Marketing Strategy of NIVEA – BCG Matrix
The brand is present in four business segments that can be reported i.e. Suncare, Body Care Men products, as well as face cleansing and healthy business.
The body care and face cleansing and nourishing products from the brand have been bread and butter since the beginning and, consequently, considered to be a star within the BCG matrix. The Baby care products are the latest business segment the brand is entering into as well. Nivea 2017 has begun to build its Suncare products, and both the product line is trying to establish themselves on the market, and, as such, there is an issue within the BCG matrix.
NIVEA Marketing Strategy – Distribution Strategy
Nivea is a distributor of the brand through the assistance of 17000 employees from their parent corporation Beiersdorf as well as more than 170 affiliated companies around the world.
Through affiliates, you certainly control the cost of distribution. distribution costs and extend to the most remote areas on the market.
Additionally, the products for skincare created by the brand are specifically designed to meet the local requirements and give attention to population and environmental aspects. The brand distributes its products to all six continents i.e. North America, Australia, Asia, Europe, Africa, and America.
NIVEA Marketing Strategy – Brand equity
To gain a larger part of the market in the grooming industry, the brand has created an image of moisturizing, and caring, with no chemicals, and appealing branding.
The blue color of the packaging of the band was introduced in 1925 and was the first time it became a visual trigger to create a connection to the company. Today, more than a million clients use these products for different skin types and climatic conditions.
Marketing Strategy of NIVEA – Competitive Analysis
Nivea can compete because of the wide range of products it offers for different groups of customers that help them stay close to the customers in all phases of the customer’s life i.e. Men’s products when the buyer is not married, women’s products when they get married, and baby items after they have a baby child.
Nivea competes with its parent company’s skin and body care brands like Labello, La Prairie, Eucerin, Florena, Hansaplast, and 8*4 as well as peer brands that are available like the Loreal, Ponds, Jhonson & Jhonson, and Lakme.
NIVEA Marketing Strategy – Market Analysis
With the increase in the use of social media sites as well as people being awed by their acceptance of their personalities on social media, there has been a growth in the skincare and beauty care sector. Nivea has been adhering to the same product line expansion and development of market expansion, as well as the development of products, plan such as the introduction of Nivea Baby Care products including licorice extract body lotion in India in 2017. Urban Skin detox, Deep moisturizing serum, and sunscreen with cooling effects.
To learn more about the developed and emerging economies better, our Company has 600 researchers who work in research and development labs across Brazil, Japan, the USA, and China.
Marketing Strategy of NIVEA – Customer Analysis
The customers of the brand are extra careful about your skin’s appearance, clean as well as softening and tanning. A majority of the people who purchase the product are within the 20-45 age bracket years old. The brand is focusing on men’s & Women’s grooming products for those in the upper-middle – or upper-income group and either employed or are enrolled in college.
Customers purchase brand products since they feel they will soften the hard screen and cause minimal side effects and help customers feel more confident.
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