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Nivea Case

Satisfactory Essays

A NEW TREND ON RETAIL: NIVEA 'S TEMPORARY SHOP

Outline

I. Introduction to Consumer Behaviour

II. The consumer decision process

III. Case study: “Nivea” firm

i. History and products

ii. Strategy

iii. Marketing Mix and Positioning

iv. Innovative strategy: “Nivea Temporary Shop”

v. The “Nivea Hair Care Experience Tour”

vi. Consumers’ reaction

IV. Conclusions

V. References

I. Introduction to Consumer Behaviour

The definition of consumer behaviour is "The study of individuals, groups, or organizations and the processes they use to select, use, and dispose of products, services, experiences, or ideas to …show more content…

Nivea brand with its last innovation “The Temporary Shop” is a good example of the way of creating a marketing strategy that directly involves customers to experience the products and brand’s values, immerging them into the brand’s atmosphere and exposing them to several stimuli ( most of all visual, tactile and emotional ) that encourage them to buy.

i. History and products

Nivea is one of those firms that has not only become part of our daily life, but has also become part of our history.
The company’s success story began on March 28, 1882 in Germany, the date represents the first patent for medical plasters manufactured by the pharmacist Paul C. Beiersdorf.

Afterwards, in 1890 Oskar Troplowitz bought Beiersdorf from company founder Paul C. Beiersdorf. He was already successfully producing medical plasters but his scientific advisor, Professor Paul Gerson Unna, brought to his attention a discovery made by Dr. Isaac Lifschütz: the emulsifying agent "Eucerit", the first water-in-oil emulsifier able to produce a long-lasting ointment base.

Eucerit, a discovery originally destined for medical applications, was now used in an innovative cosmetic cream – the world’s first long-lasting moisturizer: NIVEA Cream. Thanks to its consistency, the cream was pure white and the name NIVEA is actually derived from the Latin term “nix/nivis”, meaning snow. The formula has

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