The company relaunched the nivea visage young range in june 2007 further optimising its position in the market. This case study examines how naive relaunched the naive for men range in 2008. It shows how the company developed a marketing plan for the reliance and organized its marketing activities to achieve its aims and objectives. This also took a very detailed look and analysis of internal strengths as well as weaknesses of business plus the external opportunities as well as threats in. Germany has long been a center for skin care and cosmetics, and nivea was the leader and has continued to be one of the most recognized products in the market. This was part of its overall plan to develop the range in the ij. Scribd is the worlds largest social reading and publishing site. Nivea a nivea case study of segmentation prof s a kulkarni. Research design the research design that will be most suitable for nivea would be descriptive research as the company wants to increase its market share in india and to do it will have to get good knowledge about the indian customer.
Nivea exploits the potential of a fullscreen takeover to create a perfect product showcase environment and encourage use of the facebook store built for its male consumer audience. That is, nivea will have to establish itself as a product that is not much different from the local ones. Nivea then proceeded to launch different music on myspace such as i. Managing a multicategory brand1 nivea, one of the oldest and biggest cosmetic brands in the world has by the entire family. Across countries, consumers are different in terms of culture and lifestyle. This case study can very effectively be used to debate on what can be the unique platforms for competitive advantage in consumer durable industry. This case study will give you a clear picture of how market research has helped new product development npd. Download as pptx, pdf, txt or read online from scribd. A case study of nivea for men facial wash in bangkok. Nivea beiersdorf has its foothold in europe and penetrating the british market would not be that hard given that the cosmetics and lifestyle company has been there for about sixty years. Business case studies teaching business studies by real life examples. Once you are comfortable with the details and objective of the business case study proceed forward to put some details into the analysis template. Nivea business marketing case study case study template. It is part of a range of brands produced and sold by beiersdorf.
Dunlop, on the flip side, invested a few of his pneumatic tyre cash and funds from his productive veterinary exercise. First and most significant is the major shift in the demographics of their target markets, with the to 19yearold young women representing a. Over the past 10 years the company has grown rapidly in the uk by developing a balanced and well managed portfolio of brands. Articla also present nivea background, nivea history, nivea ssgg analysis, nivea marketing mix. Apr 09, 2015 like all enduring brands, nivea has laid a solid foundation on which it wishes to build. Nivea is an established name in high quality skin and beauty care products. How market research supports the new product development.
Nivea nivea, one of the largest skin and face care brands in the world, was established in 1912 and introduced to the german markets. It was the first balm on the market that did not contain alcohol, which can irritate the skin. Optimised means the product had a new formula, new design, new packaging and a new name. Back to case studies the supply chain consulting group executes warehouse design for beiersdorf beiersdorf is the home of leading skin care brands nivea, eucerin, elastoplast and atrixo, providing innovative, highquality products trusted by millions of consumers globally. With its brand image based on its products being clean, fresh, and. This specific strategy is currently being employed by the company to date with a local factory as well as local employees being employed. Marketing plan it contains the following points swot and competitive analysis to assess where the business or brand is currently and what competitors are doing objectives what the plan needs to achieve the marketing strategy how the objectives will be achieved sales forecast by. Nivea case study research design the research design that will be most suitable for nivea would be descriptive research as the company wants to increase its market share in india and to do it will have to get good knowledge about the indian. Developing a marketing plan nivea case study introduction the. Using case study set a proper swot analysis for nivea s position merely before relaunch of the nivea for men. Nivea creme was first introduced in 1911 and the nivea brand now extends to 14 product ranges. This article analysis theoretical aspects of marketing mix.
Feb 16, 2017 the nivea brand is one of the most recognised skin and beauty care brands in the world. In niveas case, that foundation is the european skincare and cosmetics market, where the brand is wellknown and considered a source of highquality, reasonably priced products. Nivea case study research design the research design that will be most suitable for nivea would be descriptive research as the company wants to increase its market share in india and to do it will have to get good knowledge about the indian customer. The range of mens products was launched in 1980 with an aftershave balm.
Outdoor advertising association of america nieva ooh case study 1. In the conclusion for your book, who fixes it, how reliable is memory itself our individual memory, or our culture. The railway engine within the nivea case study answers iron way, and the bicycle and tricycle to the macadamised streets, has place his nose out of joint. This case study examines how nivea relaunched the nivea for men range in 2008. The plan included 3 spectacular screens that were synced to display nivea messaging with a live feed from the kissing booth and from facebook. Pdf case studies on marketing case catalogue thien. Produce quality pdf files in seconds and preserve the integrity of your original documents. The case describes the brand management strategies of the german branded goods major beiersdorf for its nivea range of products. This case, set in 2008, attempts to analyse how to build brand in a hyper competitive industry like consumer durables industry where brands matter the most and marketing efforts matter even more. Using case study set a proper swot analysis for niveas position merely before relaunch of the nivea for men. The cosmetics industry consists of companies that offer products and care substances that are used by the consumer to enhance the appearance or odor of the body.
Introduction beiersdorf is the international skin care company behind the leading brands nivea, elastoplast, atrixo and eucerin. This case study follows the development of a new nivea deodorant called pearl and beauty aimed at young women. Nivea case study, entrepreneurship and sustainability issues, vsi entrepreneurship and sustainability center, vol. Nivea creme was first introduced in 1911 and the nivea brand now extends to 14 product ranges worldwide from suncare to facial moisturisers, deodorant and shower products. Nivea is one of the family of brands owned by beiersdorf, the international skincare company. Nivea creme was first introduced in 1911 and the nivea brand now extends to 14 product ranges worldwide from. Expanding niveas global reach case solution, in 2012, two years after a major restructuring began a german manufacturer of skin care, beiersdorf, the process was ongoing. Nivea the use of the marketing mix in product launch introduction nivea is an established name in high qua. Nivea managing an umbrella brandmarketingcase study.
This reflected the growing social acceptance of these products with male consumers. Specification of assessment developing a marketing plan. Nivea for its new product intended for men used the swot analysis towards helping itself to access market in a superior way. Nivea brand strategy positioning case study if you want to get access to nivea brand strategy analysis including brand essence, brand values, brand character, brand archetype and. Edition the use of the marketing mix in product launchthis marketing mix case study shows how a carefully balanced marketing mix provides the platform for launching and relaunching a brand onto the market. Using the case study, highlight how the soot analysis could be used for 11. A copy of this case study will be provided to you in the exam. The range targets different market segments to meet individual consumer needs. Developing a marketing plan nivea case study introduction the nivea brand is one of the most recognised skin and beauty care brands in the world. Expanding nivea s global reach sasipim viriyajaroen student id. Using this specific strategy, nivea has to position itself as a local brand yet of foreign origin. Nivea case study sample size determination sampling. Beiersdorf is the home of leading skin care brands nivea, eucerin, elastoplast and atrixo, providing innovative, highquality products trusted by millions of consumers globally.
How market research supports the new product development process. By knowing your customer it will enable the company to develop strategies accordingly be it regarding the advertising, budgeting and promotion. You can do business case study analysis by following fern fort university step by step instructions company history is provided in the first half of the case. Nivea business marketing case study research paper 683 words. Jun, 2018 segmentation, targeting, positioning in the marketing strategy of nivea. The case examines in detail beiersdorfs twinstrategy of brand extension and globalization. Nivea a case solution and analysis, hbr case study. The case examines in detail beiersdorfs twinstrategy of brand extension and globalization, which made nivea the number one skin care brand in the world. Nivea brand strategy positioning case study if you want to get access to nivea brand strategy analysis including brand essence, brand values, brand character, brand archetype and expert commentary register or log in. Marketing strategy of nivea nivea marketing strategy. Managing a multicategory brand1 nivea, one of the oldest and biggest cosmetic brands in the world has successfully. Discuss about the case study of nivea for retail marketing.
Nivea a case solution and analysis, hbs case study. Nivea managing an umbrella brandmarketingcase studycase. A brand portfolio should consist of a range of products which support each. Dunlop, on the flip side, invested a few of his pneumatic tyre cash and funds from his productive veterinary exercise within a merino sheep farm in australia. Background awardwinning skincare brand nivea launched a campaign in 2011 to encourage women to buy nivea for men products as christmas gifts for males through. How to convert pdf to word without software duration. In 1980 when beiersdorf, the international company that owns nivea. Nevertheless, the company presence in thailand, given its totally different demographics than that of the uk, as well as its highly competitive cosmetics. C0346rcrc10 submitted in fulfilment of the requirements of the masters degree to the london school of commerce, for the degree of master in business administration mba supervisor. Studies of marketing organization focused largely on its. Article submit study data about nivea marketing mix.
Case study on nivea for men click now to get free sample. Competition restricting nivea s sale in other segments where nivea is absolutely dominating in the cold cream segment and not allowing others to enter, others are not allowing nivea to enter in their territory. Best practice cases in branding, kavin lane keller, 3rd edition, 2008, pearson nivea is a brand of german company beirsdorf by. The entire experience was solely driven by social media and word of mouth, without any external drivers to the kissing booth. Hence nivea is finding it hard to establish itself in personal care segment with body care and facial care products because there is huge.
In the deodorant category, nivea used many secondary research sources to discover. This case study looks at how nivea uses market segmentation to ensure the success of its sun care products. Retail marketing mix includes assortment, private labels, price and acquisition finance, customer service, communication, store environment, store location, customer loyalty policy. Customer groups on the basis of gender men women and age baby millennial has been defined by the company to offer them products as per the life stage to which they belong to. Nivea segmentation targeting and positioning essay example.
The 20 ibea, international conference on business, economics, and accounting 20 23 march 20. Edition 14 developing a marketing planthe study focuses on how a company can respond to changes in consumer expectations, external. This was part of its overall plan to develop the range in the uk. Presntation on case study on nivea authorstream presentation. Case study on nivea case study assignment there are several key competitive forces within nivea that are very relevant to their current sales and future growth prospects as defined in the case. It shows how the company developed a marketing plan for the relaunch and organised its marketing activities to achieve its aims and objectives. Beiersdorf, founded in 1882, has grown to be a global company specialising in skin and beauty care. Beiersdorf group headquarters is based in hamburg, with the uk hq in birmingham. The nivea brand is one of the most recognised skin and beauty care brands in the world. Nivea sun is a major international sun care brand, recognized worldwide as a leader in sun care research and development. Beiersdorf case study the supply chain consulting group. In 1993, naive for men developed a fuller range of male skincare products. Nivea s journey from being a oneproduct brand to a range encompassing fourteen product categories and over 300 products by the beginning of the 21st century is explored.
This case study shows how a carefully balanced marketing mix provides the platform for launching and relaunching a brand onto the market. The article takles ict impact on entrepreneurship by putting emphasis on theoretical aspects of social network, social network marketing. It already boasts strong brands in all the relevant skin care categories, including nivea, in the mass market. Expanding niveas global reach sasipim viriyajaroen student id. Desiree baldree, reid breck, dominic gallelli, brooke stoller, eunice tan.
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