Marketing Project
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Transcript of Marketing Project
![Page 1: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/1.jpg)
Katie IlariaMelissa Luneau
Julie MoodyLaura Shook
![Page 2: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/2.jpg)
The start…
• Dr. Oscar Troplowitz bought the company Beiersdorf in Hamburg, Germany, from its founder Paul C. Beiersdorf in 1890.
• The company didn’t start out being lotions, it started being adhesives.
• A scientific advisor named, Professor Paul Gerson Unna alerted Dr. Troplowitz to the invention of Eucerit.
![Page 3: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/3.jpg)
Product Variety
• 500 different types of skincare• Target Market includes almost every age and
category• It is present across all cosmetics and toiletries
except oral hygiene through its different lines: Nivea Visage, Nivea Beauté, Nivea Hair Care, Nivea Creme, Nivea Soft, Nivea Body, Nivea Sun, Nivea For Men, Nivea Hand, Nivea Deodorant, Nivea Vital, Nivea Bath Care, Nivea Lip Care, Nivea Baby and Nivea Intimate Care and most recently Nivea Vital, which is targeted at the older consumer.
![Page 4: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/4.jpg)
Product Quality
• Nivea products are all made up of recyclable plastic and no animal testing takes place.
• Beirsdorf is currently in the process of removing alcohol from their products and adding natural elements.
• Over 98% of the ingredients within NIVEA Creme are natural.
• One challenge Nivea is facing is their
new line of hair products and still
maintaining mostly natural ingredients.
![Page 5: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/5.jpg)
Product Brand Name• Nivea is known as Western Europe's "most trusted brands" list
according to a Reader's Digest survey
• Their known development for sub-brands ( Nivea Visage, Nivea Vital) help emphasize brand indentity and for consumers to personally pick a sub brand that is most beneficial to their specific needs.
• Since all the sub-brands range from every target market and age, a loyal consumer can change their sub-brands as they age and mature.
• Nivea’s sub-brands range from all ages and gender, it promotes family values as an aspect to their name. Along with family linked values, it focuses on newly and upcoming trends such as the Nivea “Goodbye Cellulite” product under the sub-brand Nivea Body. It guarantees results after only 2 weeks of using the product.
![Page 6: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/6.jpg)
Product Design
• Depending on the product and certain sub-brand, the design varies with the target market. It always includes the original blue and white Nivea title but includes character and personality into each line.
• Along with all these different designs of each sub brand. On the website , men, women, kids and teenagers all have different links to view according to what they are looking for. Advice, games and information according to the consumer is given.
![Page 7: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/7.jpg)
Depending on the product and certain sub-brand, the design varies with the target market.
GirlsKids
Men Women
![Page 8: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/8.jpg)
Product Services
• Nivea provides numerous advice, information, games and personal attention to each consumer.
• Beiersdorf opened the world's first 'House of NIVEA' in Hamburg, Germany. The house offers different accommodations to its customers such as massages, and product.
• There is a monthly newsletter available to sign up for free for customers to keep track of new product lines and news.
![Page 9: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/9.jpg)
Nivea Visage
![Page 10: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/10.jpg)
Nivea Beaute
![Page 11: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/11.jpg)
Nivea Haircare
![Page 12: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/12.jpg)
Nivea Creme
• The first Nivea Crème was invented in 1911.
• The substance Eucerit was originally created for the medical field.
• When creating the name they
chose Nivea, because of the
meaning.
• “niveus/nivea/niveum”,
which means snow white.
![Page 13: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/13.jpg)
Nivea Creme
![Page 14: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/14.jpg)
Nivea Soft
![Page 15: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/15.jpg)
Nivea Body
![Page 16: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/16.jpg)
Nivea Body
![Page 17: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/17.jpg)
Nivea Sun
![Page 18: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/18.jpg)
Nivea Sun
![Page 19: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/19.jpg)
Nivea Soft
![Page 20: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/20.jpg)
Nivea Body
![Page 21: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/21.jpg)
Nivea for Men
• Nivea for Men covers all categories of men's grooming products, except razors and blades.
• Deodorants and skin care account for the two fastest growing categories of men's grooming products.
• Nivea for Men is present in all regions, although close to 60% of its sales are made in Western Europe, the
• largest and one of the fastest growing regions for men's grooming products.
![Page 22: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/22.jpg)
Nivea for Men
![Page 23: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/23.jpg)
Nivea Hand
![Page 24: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/24.jpg)
Nivea Hand
![Page 25: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/25.jpg)
Nivea Deodorant
![Page 26: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/26.jpg)
Nivea Deodorant
![Page 27: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/27.jpg)
Nivea Vital
![Page 28: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/28.jpg)
Nivea Bathcare
![Page 29: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/29.jpg)
Nivea Lipcare
![Page 30: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/30.jpg)
Nivea Lipcare
![Page 31: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/31.jpg)
Nivea Baby
![Page 32: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/32.jpg)
Nivea Intimates
![Page 33: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/33.jpg)
Statistics
• Skin care is said to be their most important product area as of now, the second largest is deodorants with a growth of 7% in 2006. The third is men’s grooming products with a growth rate of 8%.
![Page 34: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/34.jpg)
Global
• The company has focused on globally expanding and remaining an international product since 1913, in which they were already successfully producing 42 percent of their sales abroad.
![Page 35: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/35.jpg)
Celebrity EndorsementsDuffy…
![Page 36: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/36.jpg)
Kristin Cavallari…
![Page 37: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/37.jpg)
Interesting Marketing Idea…• In Bangkok, a Nivea truck drove around with a stage and
a woman showering in a frosted shower. This was to promote the new shower product. This angered some of the people of Bangkok.
![Page 38: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/38.jpg)
Compare Commercials
Nivea Sun Commercial
Nivea Creme Commercial
![Page 39: Marketing Project](https://reader035.fdocuments.in/reader035/viewer/2022062300/554cc74fb4c905a5208b4afa/html5/thumbnails/39.jpg)
Bibliography
• http://www.prnewswire.com/mnr/nivea/35987/images/35987-hi-DNAge_pressad.jpg
• http://www.ameinfo.com/166764.html