Nivea - Managing an Umbrella Brand
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
The Marketing Gameplan for Nivea
Millions of customers across the world have been familiar with the Nivea brand since their childhood. The visual (color and packaging) and physical attributes (feel, smell) of the product stayed on in their minds. According to analysts, this led to the formation of a complex emotional bond between customers and the brand, a bond that had strong positive undertones...
The 'Global-Local' Strategy
From 1910 onwards Nivea was made available in Europe, and from 1920 onwards, it was made available in the US markets. Over the next few decades, the number of countries in which Nivea had a presence kept on increasing due to Beiersdorf's focus on global expansion. The cream's rapid acceptance in many parts of the world highlighted its truly global appeal...
Exhibit I: A Brief Note on Beiersdorf
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