NIVEA: MANAGING A MULTI-CATEGORY BRAND1 BACKGROUND As 2005 drew to a close‚ executives at Beiersdorf’s (BDF) Cosmed division reflected on the growth of their Nivea brand over the last decade and a half. Nivea‚ the largest cosmetics brand in the world‚ had successfully defended its position during intense competition in its major European markets. Additionally‚ the company had expanded into many new markets in South and Latin America‚ Eastern Europe‚ and Asia. Nivea had created a number of new sub-brands
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Management | NIVEA | | | | Deanne Dharmai | 5/20/2012 | | TABLE OF CONTENTS 1. Executive Summary … 3 2. Introduction … 4 3. Marketing Mix … 5 4. Ansoff Matrix … 8 5. BCG Matrix … 12 6. STP … 13 7. Promotion Strategies … 14 8. Conclusion … 16 9. Reference … 17 EXECUTIVE SUMMARY Nivea as is a leading skin care brand in the world. This report is based on how Nivea uses the various
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NIVEA Q.1 Describe two pieces of data that NIVEA used when preparing its marketing plan to re-launched NIVEA FOR MEN? The NIVEA brand was one of the most recognised skin and beauty care brands in the world; it was first introduced in 1911. There were lots of reputed product or bases used to market or advertised this brand but the owner seems too looked disappointed to market or advertised this brand. There were also used market plan to make this brand more attractive and respond
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introduce you more closely to the brand of NIVEA‚ its core brand values‚ way of operating its business and strong relationship with its customers. The legacy skincare brand Nivea can be easily found in 150 countries around the world. Approaching its 100th birthday‚ " Nivea" derives from the Latin word " nivius‚ meaning snow-white." The first brand to bring skincare products from the privileged elite to the mass market‚ its initial product offering‚ Nivea Crème‚ was created by a team of dermatologists
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Market Segmentation‚ Targeting and Positioning Market Segmentation Concept : Market segmentation is a concept in economics and marketing. A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function. A true market segment meets all of the following criteria: it is distinct from other segments (different segments have different
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Table of Contents Market Segmentation and Product Positioning 2 1.1. Introduction 2 1.2. Product the company will offer 2 1.2.1. Motorcycle industry an overview 2 1.2.2.Motorcycle industry in US an overview 3 1.3.Marketing Objectives of the Motorcycle Company: 4 1.4.Primary Characteristics of the Motorcycle 4 1.5.Branding Strategy 5 1.6.Product Positioning: 6 1.6.1.Short-run Strategy: 6 1.6.2.Longer-Run Strategies 6
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Market segmentation‚ targeting and positioning Introduction You must have ever wondered why marketers only target certain markets and how these markets are identified. Think about universities: how do they identify which students to touch with about degrees schemes? What criteria or base (variables) do they use? Do they base it on where you live‚ your age‚ or your previous schooling scores? Do they market to postgraduate and undergraduate groups differently‚ what about international and domestic
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Introduction Abstract Steps in market segmentation‚ targeting and positioning Market segmentation Why does segmentation required? Steps in segmentation process Stages of Identifying Market Segments Market Segmentation of Consumer Market ‚ Business Market and international marketing Target market Targeting strategies Evaluating segmentation for targeting Evaluating Market Segments Process of choosing target market Factors to be considered while target market selection Decision involved in
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equity. In the face of today’s changing business ‚ to success ‚ this expand model of marketing is very much helpful. All steps of this marketing process is important. As a first step‚ marketers need to understand customers needs and wants and the market place within which they operate. Once its fully understood ‚ consumers and marketplace‚ Marketing management design a customer driven marketing strategy. In the next steps‚ marketers construct a marketing program that actually deliver superior
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Target Market A target market is a specific‚ well-defined segment of consumers that a company plans to target with its products‚ services and marketing activities. Target marketing orients all of the various components of the marketing function toward a single group‚ maximizing the appeal of brands to specific markets. The term "target audience" is a bit narrower; it refers specifically to the group of consumers targeted by advertisements. Outside of the context of business‚ target audience can
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