The paper "Market Response and Marketing Mix Models" is a perfect example of a Marketing Case Study. Nivea also applies a pull and push strategy to attract sales (Bradley, 34). A push strategy involves personal selling. It is mostly applicable in business to business transactions. This is recommended if the product is not doing well. It helps the producers to understand where the product may be failing consumers. Shankar, V., & Carpenter, G. S. (2012), The pull technique involves building identity through different means which ensures that consumers have the interest and desire to buy a product.
It is mostly applicable to consumer markets. Nivea brand has already been able to perfectly apply this method. 17 Other Marketing Mix Elements17 Recommendations / proposals18 Conclusion18 Abstract The following paper analyzes the marketing mix of Beiersdorf AG Company which is a skincare care firm based in Hamburg Germany. Nivea, which is one of the company’ s brands, has been discussed to offer an insight into the application of different marketing mix elements. It also includes the benefit and features of Nivea products (Paley, 2006). Product channels have also been briefly explained including recommendations of the areas that the brand can improve.
Finally, the paper ends with a concluding paragraph that summarizes the entire paper in a few sentences Overview Beiersdorf is a skincare product company that was started more than a century ago. It is based in Hamburg Germany and in more than 40- countries around the globe. It currently has more than sixteen thousand employees worldwide. It is one of the main companies that are in this industry. Some of the brands within the company stores include; Nivea, Euicerine, and La Prairie, Hansaplast or Elastoplasts among others.
Most of its products have been successful and have won the trust of its customers. Beiersdorf international has invested so much in research and development Paley (2006), a good example is dermatological research, which has helped the company to produce products which favor their customers in many respects. These efforts have paid back in regard to some of its brands such as the NIVEA Crè me. The company continues to invest a lot in this field including technology so that it can retain its competitive advantage. NIVEA A brief history As mentioned above, Beiersdorf has different brands that have helped its name to be a notch higher.
One of these brands is Nivea. This category of products was started more than a century ago and has continued to attract more customers each and every day. Several individuals such as Dr. Oscar, Prof. Paul, and Dr. Isaac introduced the brand as a result of efforts. Nivea Crè me was started in 1911 (Viardot, 2004). After this, they did research and developed stable moisture and grease crè me. This was the first of that kind in the world.
It contained citric acid, fragile oils, Glycerin, Water, Oil of rose and Lily of the valley, which gives this product a fine and excellent perfume. NIVEA is a name given to this product meaning ‘ white snow’ , as a result of its color. The product was later sold in the yellow tin. For many years, Nivea has beam associated with freshness, leisure in sun or in nature and youthfulness Kotler, P., & Scheff, J. (2006), The advertisements of this product were made involving youthful, smart and energetic women tanning themselves in the sun.
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