2. INTRODUCTION
Established – 1882
Founder – Paul C Beiersdorf
Established as a manufacturer for medical plasters
First skin care cream in 1911
Nivea derived from Latin word nivis
Nivis means snow white
9. PRICE
Nivea is market leader so the
company sets the price that
competitors will either follow
or undercut
10. PRODUCT
Nivea implements it’s market
research efforts with
consumers in three different
ways
Feedback from the
consumers directly
Gathers data from various
research companies
Product testing activities
with consumers
11. PLACE
Nivea distributes the product through the cost effective
outlets that are also able to reach the largest possible
amount of customers.
Nivea also don’t distributes through it’s online platform as
the cost of delivering small orders will be impractical .
12. PROMOTION
Nivea believes in
communicating directly
with the consumers
Nivea distributes the
product samples and take
feedbacks from their
customers directly
13. What were the key steps in maintaining Nivea's leading position in
the global facial market ?
14. Nivea applies the
principle of point of
difference.
Nivea continuously
changes it’s core
values with
constant product
innovation.
Nivea focuses
heavily on the
research and comes
out with new
products to cater
the needs of
customer .
15.
16. What is Nivea’s strategy in respecting cultural diversity while
Pursuing global brand strategy ?