1. What is the market’s perception of the Nivea family brand on each of the following dimensions? a. Performance
b. Imagery (user, usage situations, personality, heritage) c. Judgments
a. Nivea is one of the world’s largest family trusted skincare brands. Since company has been built, Nivea has been making a series of skincare products for customers. They keep innovation ability to create new products and consumers can see Nivea as a quality brand. Nivea has a “mono-product” which means it would be only one product promising consumers’ general application in each product category. b. Nivea has many different kind groups of consumers. Such as men, women and children. It has moisture body lotion for women and men. Smooth Sensation nourishes rough skin for smoother, softer skin. It also has sun-kissed products for provides a natural looking tan all year round. Nivea has many products for men, such as body wash, shaving gel, and hydration lotion. Nivea has many different flavors lipstick for different function. Nivea has many different kinds of bath products. It also has high level skin cream for women keep health, younger and anti aging, such as Q10. Nivea has a health, clean, and natural image in society. Over time, Nivea ads were altered to reflect change in self-images and lifestyle. Also, Nivea brand has a high degree of goodwill, high quality and trust in society. Nivea built a strong brand personality that is family values, pure and fair price. c. Most users grew up with Nivea and knew it was a good product could be used by the whole family to take care all kinds of needs. Because of consumers’ own personal history with the brand and the company’s advertising, Nivea had become strongly associated with shared family experiences and had a rich set of other brand associations such as “care,” “protection,” “mildness” etc. But Nivea still has its problem such as how to keep traditional Nivea cream and make...
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