Nivea is a multinational company headquartered in Germany that deals in the domain of skin and bode care products. It is owned by the Beiersdorf group that operates a global skin and body care products.
Peter (2008) explores the history of Nivea and illustrates that Nivea, as brand of skin care products, was established in the 1911 when a water-in-oil emulsifier was developed in a skin cream by a Beiersdorf. Nivea received its name from a Latin word Niveus/Neveum. The meaning of this word is “snow white”.With its start in 1911, Nivea never looked back and have developed a range of skin and body care products i.
e. shaving creams, shampoos, variety of lotions etc. Nivea got benefits from the internationalization and globalization that started in early 1980s and at present Nivea is a multinational company and stands as a global brand with presence in almost every continent. (Peter, 2008). Significance of skin care: No one can deny the significance of skin as it is one of the most vital and the largest organ of an individuals’ body. It performs various function in human body.
Infiltration of harmful pathogens and agents into our body is a constant natural process and it is skim that acts as a blockade against these infiltrations. Additionally it also facilitates the extraction of unnecessary spin-off from our bodies in form of sweat. This process helps to temperature is regulated (Richmond, 2005). As we all are aware of the fact that to look beautiful is a craze for every woman. Same is the case with men now a days.
Beside this obsession, looking beautiful is a necessity for some as for a movie star his /her physical appearance is the most important thing, a biggest asset for him.Presently, business corporations and companies only recruit those salesman who are attractive physically. But good skin never comes by chance. Proper skin care is mandatory to have a glowing skim. Various things were used in the past that were naturally available e. g.
herbs, oils, emulsifiers etc. But now skin care is a developed field and it can be done by utilizing artificial and synthetically prepared chemicals. Both these types of skin care ingredients i. e. natural and artificial have been developed and produced Nivea.
Nivea produces a range of every product with certain alternative i. . natural, artificial according to the demand and need of the customers. Nivea have won the confidence of the customer as their products have taken into consideration the health and safety principles. Mostly other companies do not take this aspect into consideration and their products harms the skin instead of nourishing it. Richmond (2006) manifests that women who use these artificial and damaging products that are sold under the banner of ‘regaining that youthful look’ can harm the body.
In fact these products are harmones that disturbs the natural systems. Richmond, 2005). Nivea has produced a variety of skin care products that suit a variety of skin types.To take care of its customers in a proper way, Nivea has recommended for its customer to follow three basic steps. (Richmond, 2005).
1. cleanse skin using a loafer and not soap 2. hydrate and tone the skin 3. moisturize and tone. Some Nivea products: Nivea have introduced a variety of product and each product is further divided into various sub-categories for a variety of users.
Nivea conducts extensive and intensive research before the development of a product.For example Nivea Visage Q10 involved testing on over 2500 people in clinical trials and home test. That’s the reason that their products are considered reliable, better and safe. Nivea products are as under; 1. Creams: Nourishment protection for our skins.
Dry skin care products 2. Nivea men oil: it is a control face wash is a treatment designed for use by men having oily skins. 3. The skin toners: it works by tightening the pores and ultimately reducing the wrinkles and fine lines that usually develops on the face (Peter, 2008). Success of Nivea brand:Nivea’s success in the global market is based on a variety of things.
1. Its very well established brand management techniques. 2. To respond and meet the changing demands/trends of the customers. 3. Availability of a variety of products with variety of options at a good price Brand technique includes its positioning.
For example it says that Nivea is “World’s number one in skin care”. This refers to a feeling of security and elevation. Syque (2007) describes that this promise by Nivea to deliver and feeling by customer makes Nivea the most popular brand in skin care. Changing trends means emergence men’s obsession with appearance and Nivea’s response to it by creating products for men.
Both male and female concern about Aging and Nivea’s introduction of Nivea Age Defying Lotion.The price factor and promotions also remain important ingredients of Nivea’s branding strategy. Above-mentioned facts, arguments and supporting evidence clearly manifest that Nivea is a well-recognized, respected and celebrated brand in the world.
