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
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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
Dr. Grove later moved to Paris, Tennessee in 1874 becoming a druggist and establishing the Paris Medicine Company. Also, in 1877 Grove formulated Ferrine, a bitter crystalline compound used as a tonic, a precursor to his famous chill tonic. Later, in 1880 Grove bought Dr. Caldwell’s drug store and established Grove’s Pharmacy. The company was moved to St. Louis,MO
Hofmann worked for Bayer, which then named acetylsalicylic acid compound aspirin. Aspirin became commercially available in 1899 and today it is estimated that over a trillion aspirin tablets have been consumed by those in need of its curative effects.
problems in 1888. Aspirin was developed in 1899 by Felix Hoffman. Aspirin is a juice from
The manufacturing of Neoprontosil and other products took place at the Winthrop Chemical Company Inc.. The company was a 50/50 joint venture of Sterling-Winthrop, also known as Sterling Drug, and I.G. Farben, a conglomerate formed in 1926 through the merging of eight leading German chemical manufacturers including Bayer, a German chemical and pharmaceutical company. [6, 13] I.G. Farben was notorious for its role in the Holocaust as it was involved in many war crimes. The company produced large quantities of Zyklon B, a cyanide-based pesticide, necessary for the gas chambers at various concentration camps during the Holocaust. [14] Sterling-Winthrop was an American pharmaceutical company founded in 1901 by William E. Weiss and Albert H. Deibold to manufacture and sell a pain-relieving preparation called “Neuralgine”. [15]
Fleming did not have enough of this “miracle drug” to test, so it was dismissed. After ten years, Oxford University scientists discovered Fleming's work. They used the remarkable powers of penicillin the Oxford scientist brought the drug to America to be mass-produced. Atabrine was a yellow pill shaped medical drug discovered in the 1930’s was used to treat and cure malaria. Other World War Two innovation and inventions were morphine and plasma.
The “Early Life and Career” of John Pemberton stated that he was born on January 8, 1831 in Knoxville, in Crawford County. Pemberton grew up and attended the local schools in Rome. His family lived there almost thirty years. He studied medicine and pharmaceutical practices at the Reform Medical College of Georgia in Macon. In 1850, at age nineteen, he was licensed to practice with Thomsonian medicine and the Botanic Principles. And such pharmaceutical practitioners during that time relied heavily on herbal remedies and on purifying the body of toxins that seemed commonly suspicious to the general public. Pemberton, “otherwise known as Doc,” practiced medicine and surgical prodecures first in Rome along with the surrounding areas and then afterwards in Columbia. In 1855 he established a wholesale retail drug business specializing in material media. Before the Civil War he acquired a graduate degree in pharmacy, but the exact date and place are unknown. Pemberton and the Columbus Company were part of the analytical and manufacturing laboratories which were unique in the south. While Pemberton had one great obsession which was to create medicine and the perfect beverage, he although invented a lot of patent medicines and owned a successful chemist’s store. He wanted to do something more, something bigger. At age fifty, his chief interest in life was to patent a so-called medicated drink which could not only make him a fortune but also secure a place in scientific history
Howard Florey, a future Nobel Laureate , and three of his partners at Oxford University began research on penicillin and found penicillin ability to swiftly kill deadly bacteria. Unfortunately the ongoing war against Germany in World War II had stretched the Allies resources to far so when it became time for human testing the importance was placed on weapons not medicine. Lucky, Florey had had a Flame ignited in him to finish the research and save lives. Florey asked the United States for help and was referred to the Peoria Labs and on July 9, 1941, Florey and his colleague Norman Heatley arrived in the U.S.A. along with one of the most important inventions in history, a small of penicillin for the Americans to work on. After a intense worldwide search for the best strain of penicillin it was a cantaloupe in a market Peoria itself that was improved and modeled for use outside of the lab. Finally, on November 26, 1941, Andrew J. Moyer, with assistance from one Dr. Heatley, had succeeded!
In Canada a man named Fredrick banting and two other men the invention is called Insulin.
The Listerine corporation was named after Dr. Joseph Lister who is known as the founding father of antiseptics and performed the first antiseptic surgery in 1865 (Munsey, 2006, p. 1). Originally, the use of Lister’s antiseptic was created for surgical purposes, but it was also marketed to dentists as an
The company’s roots go all the way back to 1973 and the company has since grown to have pharmacies around the UK, but also elsewhere in Europe and even Brazil. It has won a number of awards in recent years.
They were working on it around World War II, they believe that the medicine had potential. They wanted to find a way to use the medicine on humans to help reduce the bacteria infections in a wound. When they did find a way, it mass-produced and used in the war. The medicine saved many lives. The scientist Florey, Chain, and Fleming were awarded the Nobel Prize. Fleming was alone credited with the penicillin discovery. Even though the discovery of penicillin was a simple accident, but all the series of events that led up to being a very useful medicine.
July 31 2001 Samuel Hopkins was issued the first patent. His patent was for the
Nthrive formerly known as Med Assets an American company headquartered in Alpharetta Georgia it was founded in 1998.
Consumption can be illustrated in different ways, but is usually best defined as the final purchase of goods and services by individuals. Consumer behavior is the study of how people make decisions which they
The field of consumer behavior studies how consumers (individuals and groups) select, buy, use, and dispose of goods, services, ideas to satisfy their needs.