NIVEA: SOFTENING AND STANDARDIZING GLOBAL MARKETS

Jun 21st, 2015
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Just as healthy skin requires the proper pH balance to flourish, a strong global brand must find the right balance between marketing efforts that build consistency in overall worldwide positioning and the need to appeal to specific geographic and cultural markets.

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HTTP://PAKISTANMBA.JIMDO.COMFOR DOWNLOADING THIS REPORT AND FOR MORE PROJECTS, ASSIGNMENTS, REPORTS ONMARKETING,MANAGEMENT,ECONOMICSMARKETING MANAGEMENT,ACCOUNTING,HUMAN RESOURCE,ORGANIZATIONAL BEHAVIOR,FINANCIAL MANAGEMENTCOST ACCOUNTINGVISITHTTP://PAKISTANMBA.JIMDO.COMVIDEO CASE 16 (ACCOMPANIES CHAP. 19)NIVEA: SOFTENING AND STANDARDIZING GLOBAL MARKETSJust as healthy skin requires the proper pH balance to flourish, a strong global brand must find the right balance between marketing efforts that build consistency in overall worldwide positioning and the need to appeal to specific geographic and cultural markets. Beiersdorf (BDF), the German manufacturer of Nivea skin care products, seems to have mastered that balancing act with all the skill of an Olympic gymnast. Introduced in 1912, Nivea Creme was a unique water-in-oil emulsion, a formulation that set it apart from the fat-only creams available at the time. The brands positioning also made it distinct from other products on the market: It was a multipurpose cream sold at a price that made it available to the masses, rather than to only the upper-class women who were the competitions target market. Over the years, Niveas positioning strategy has remained as simple and steadfast as the now-familiar blue-and-white package. Despite all the technological developments the company has introduced in skin care products, and all the markets it has sold in, Niveas marketing alw

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