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Marketing Research
This is how NIVEA reached the top using marketing research.
Nivea skin care products are part of the German company Beiersdorf. The company’s line of skin care products is marketed in about 100 countries. The product line has been around for about nine decades, originating with a scientific breakthrough with 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, products 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 1920's 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 70's, 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 defense of their core business through a new advertising campaign "Crème de la Crème". The second part was the introduction of new products, which helped keep the brand fresh and introduced new sources of sales.
In the 80's, when marketing research indicated brand differentiation was becoming increasingly important, Nivea began branding with sub-brands. These sub-brands included skin care, bath products, sun protection, baby care, facial care, hair care, and care for men. They used an umbrella strategy with the sub-brands, which means that they were using their core brand to encompass all of the sub-brands. The goal was to establish individual images that were distinct but consistent with the core image of Nivea and were focused on not diluting the brand name and wanted to link the new sub-brands with the traditional values of the core brand.
The result was an explosion in sales.
Nivea was able to continue their success in the 90's as their sales grew rapidly throughout the decade. The growth was due in large part to the introduction of new products, each based on extensive marketing research. The most successful products were their anti-wrinkle cream and an entire line of cosmetics.
Nivea entered the new millennium as the number one skincare and Cosmetics Company in the world with $2.7 billion in revenues. However, they still face challenges and their greatest challenge is in U.S. market, where their brand is not as strong as it is in other parts of the world. The U.S. market poses many obstacles because it is the largest and most dynamic market in the world. Nivea hopes to overcome these obstacles through the use of extensive marketing research. This research will lead Nivea to conduct more product launches and to develop focused marketing strategies.
Nivea focuses on consistency in their marketing, which is another difficulty because it can be troublesome for them to communicate the same message across various cultures.
However, Nivea will do whatever it takes to maintain this consistency because they believe it gives them an edge over competitors. It helps consumers relate all their products to their core brand and identity. Nivea will continue to rely on marketing research to retain and refine the consistency in their marketing across global markets.
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