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Presentation Nivea

Nivea's marketing strategy focuses on product expansion into new categories and geographic regions using a standardized approach. They aim to provide high-quality, safe products while decreasing environmental impact. Their promotion strategy relies on consumer-led approaches like product samples and identifying ways to connect with key demographics. Recently, Nivea has expanded consumer research and redesigned their bottle and logo looks to strengthen their brand identity.

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Ruxy MiHa
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954 views17 pages

Presentation Nivea

Nivea's marketing strategy focuses on product expansion into new categories and geographic regions using a standardized approach. They aim to provide high-quality, safe products while decreasing environmental impact. Their promotion strategy relies on consumer-led approaches like product samples and identifying ways to connect with key demographics. Recently, Nivea has expanded consumer research and redesigned their bottle and logo looks to strengthen their brand identity.

Uploaded by

Ruxy MiHa
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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NIVEA marketing strategy

1.Company information
1.2Company information

 Nivea Creme over 100 years ago marked the beginning of a


unique success story and the birth of the most famous skin
care brand in the world
 The “mother of all creams” was named for its pure white colour,
and the word NIVEA is derived from the Latin word “nix, nivis”
meaning snow.
 So NIVEA means “snow white.”
2.Vision,Mision,Values

 Our vision is to be the number one in skin care in our


relevant markets and categories.
 Our mission is: CARE, SIMPLICITY, COURAGE and TRUST –
these apply to the way we run our business, the way we treat
our employees and the way we want our colleagues to treat
one another.
 Our core Values are:
 -Security
 -Trust
 -Credibillity
3.Marketing department

Marketing and sales

Digital Marketing&E-
Commerce Finance&Controlling

Research&developement Supply Chain Management Human Resource Pharmacy Busines


4.Marketing strategy

 Our product strategy is to continue providing high-quality, safe


and reliable products that are sourced responsibly. Through
ongoing product development we aim to progressively
decrease the environmental impact throughout the entire life-
cycle of our products
4.Marketing strategy
4.Marketing strategy

 1.Product Expansion:
4.Marketing strategy

 2.Geographical Distribution/placement
 NIVEA expanded to the United States, Canada, Latin
America, South America, and Asia, etc. They are using a
standardized approach, because they are focusing on
similarities rather than on differences, because they say
every one has a skin and most of them will have the same
need and wants for their skin.
4.Marketing strategy

 3.Price
4.Marketing strategy

 4.Promotion
 The promotion of NIVEA is consumer-led. Using
various below-the-line routes, NIVEA identifies
ways of talking to teenagers (and their mums)
directly.
 A key part of the strategy is the use of product
samples. These allow customers to touch, feel,
smell and try the products.
4.Marketing strategy
 4.Promotion
5.Client satisfaction
6.Marketing strategy improvement

 Being close to consumers is fundamental to our


product development. In fact, since 2009 we have
significantly expanded our product evaluation and
consumer research department to understand their
needs at an even deeper level.
6.Marketing strategy improvement

 We have also made a major change to the look of our


products.

 The new bottle is pretty sharp looking – The old Nivea logo (left) vs. the new Nivea logo (right).
 note that the logo is reproduced
 in the (easy open) cap.
7.Auto-evaluation

What should we improve?


A.team work
B.information
C.presentation
Thank you for your attention! ^_^

Maftei Roxana
Danciu Cristina
Andrei Mihaela Madalina

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