Question

Nivea

1- what were the key steps in maintaining Nivea's leading position in the global facial care market?

2- Explain the connection between cultural norms and product choice.What is Nivea's strategy in respecting cultural diversity while pursuing a global brand strategy?

3- Discuss Nivea's future. What should Beiersdorf do next with its product line? Where is the future growth for the brand?

Answer 1

1

●Product: Pioneers in innovating & adding new products to the portfolio in line with the rapidly changing market.

●Place:

1.Geographical: Global expansion with global standards yet catering to the wants of the local

2.Demographic: Introduction of new range of products for Men

●Packaging Design: Since 1925, Nivea has been continuously innovating on its appearance to look more modern and global. Ergonomic designing as additional advantage

●Pricing : Maintaining low pricing of products with maximum profits.

●Target-centric: Removal of around 25 % of the products which don’t meet the core values: Trust, care and closeness

2-  

●Culture is an important factor in how a product will be perceived by the consumers.

●Comprehensive market research before releasing a product into particular market.

●High focus on Core value : Trust, Care and Closeness - which emphasizes reliability of being a global brand in every step.

●Release of Products catering fair complexion requirements in S.E Asia, Sun tan to the western-world markets

3

•New Product Line: Nivea’s exploration into professional skin care products. Current market segment: Personal skin care products.

Benefits: Builds a robust product platform under one umbrella

•Ecology compliant: organic and nature-friendly raw materials in the products’ ingredients and packaging.

Benefits: Conservation of the environment

•Aqua-friendly: Beiersdorf should be the fore-runner in effective water management during the production of its skin care products.

Benefits: Enhancement of the Product’s value

•Experiential retail stores: Opening of exclusive stores for Nivea that allows consumers to test, feel and purchase.

Benefits: Enhances penetration into all segments