Nevia
Introduction:
Nivea (1911) is a worldwide body-skin care well known brand. A German company named Beiersdorf, which is founded on 1882, owns it. Nivea is a Latin word (niveus/nivea/niveum), which means “Snow White” [1]. The most important aims of Beiersdorf is to have its products as close as possible to its consumers and understand them in its many different markets and satisfy them with skin-body beauty care advanced products [1]. In return, Beiersdorf is gaining the trust and appeal from its customers.
Case synopsis:
Beiersdorf is one of the companies that seeks continuous and regular market development. Market can be developed by finding the gap (need) in the market and trying to fill the gap by developing a new product (satisfying the need through market-oriented approach), or through product-oriented approach by creating good quality product and introduce it to the market.
Beiersdorf market research have identified a market gap which led to NIVEA VISAGE young (product) introduction in 2005 to the market in order to fill the this gap (market-oriented approach). After developing a balanced and effective marketing mix the company re-introduced the NIVEA VISAGE young range in 2007 where the product had new formula, new design, new packaging, and new name.
Statement of the problem:
Beiersdorf market research have identified a market gap which led to NIVEA VISAGE young (product) introduction to the market in order to fill this gap (market-oriented approach) [2]. The company needed to develop a balanced and effective marketing mix (product, price, place, promotion) in order to well suit the product, target market, and to meet its own objectives.
Causes of the problem:
Beiersdorf wanted to develop a balanced marketing mix (product, price, place, promotion) specifically for further optimizing of the company position in the market. Each marketing mix variable have been addressed carefully to achieve the company goals and targets.
Case analysis:
Nivea (1911) is a worldwide body-skin care well known brand. A German company named Beiersdorf, which is founded on 1882, owns it. Nivea is a Latin word (niveus/nivea/niveum), which means “Snow White” [1]. The most important aims of Beiersdorf is to have its products as close as possible to its consumers and understand them in its many different markets and satisfy them with skin-body beauty care advanced products [1]. In return, Beiersdorf is gaining the trust and appeal from its customers.
Case synopsis:
Beiersdorf is one of the companies that seeks continuous and regular market development. Market can be developed by finding the gap (need) in the market and trying to fill the gap by developing a new product (satisfying the need through market-oriented approach), or through product-oriented approach by creating good quality product and introduce it to the market.
Beiersdorf market research have identified a market gap which led to NIVEA VISAGE young (product) introduction in 2005 to the market in order to fill the this gap (market-oriented approach). After developing a balanced and effective marketing mix the company re-introduced the NIVEA VISAGE young range in 2007 where the product had new formula, new design, new packaging, and new name.
Statement of the problem:
Beiersdorf market research have identified a market gap which led to NIVEA VISAGE young (product) introduction to the market in order to fill this gap (market-oriented approach) [2]. The company needed to develop a balanced and effective marketing mix (product, price, place, promotion) in order to well suit the product, target market, and to meet its own objectives.
Causes of the problem:
Beiersdorf wanted to develop a balanced marketing mix (product, price, place, promotion) specifically for further optimizing of the company position in the market. Each marketing mix variable have been addressed carefully to achieve the company goals and targets.
Case analysis: