Barka Nazir

Maaz Shah
Nivea Case study
Laiba Mansoor
Assignment 10 Taha Imran

Maha Hamid

Halla Shoaib

Section D, BBA-III

Ques 1.  What were the key steps in maintaining Nivea’s leading position in the global facial care

market?

Ques 2. Explain the connection between cultural norms and product choice. What is Nivea’s strategy in

respecting cultural diversity while pursuing a global brand strategy?

Cultural norms are really imperative in all societies and hence the choice in product manufacturing, its

marketing and then the customer’s buying decisions. Any company need to keep in mind and strictly adhere to

the culture of their target market in order to have their product accepted. The chances of a product being

accepted and then performing well is heavily reliant on whether it complies with the values and culture of the

society and Nivea, as described in this case also tries to do that by carefully studying the cultural and

psychological stance of each country they market in and then base their marketing on giving solutions of the

problems specific to that country. An example, as stated, can be the marketing facial products with whitening

ingredients in Asian countries or using musk fragrance for products sold in the Middle East. In hot countries,

Nivea actively promotes their sun protection and tanning issues related products to both adults and parents

since it is needed there. Another example can be how they released the “Busy Hands” hand cream in India

around Holi and Diwali wit the idea of promoting hand care when it is needed the most. Understanding the

culture of a country like Nivea has enables companies to efficiently fill in market gaps and take benefit of that
and it also helps the company create a positive image of itself in the consumer’s mind which then results in

higher loyalty and eventually, higher sales.

Ques 3. Discuss Nivea’s future. What should Beiersdorf do next with its product line? Where is the

future growth for the brand?

Nivea wants to move its world with its own brand, so they are expanding its product range. The

international environment also encouraged Nivea to come up with a wide range of product and

Nivea has brought many similar products to market so that consumers have more options and the

company name is more prominent on the shelves of the big market. There is a wide range in the

depth of the Nivea product line.

The Pyramid of Influence Strategy is also used by Nivea in this it creates its own product line of

high-end consumer segments where sales may be lower but profits is higher, it adds special

offers and services to High Class customer services such as sponsoring a fashion event and

inviting its loyal and senior customers to the events regularly. This will encourage middle-class

people to be loyal to Nivea and maintain their long-term relationship with it. Nivea can also go

beyond Online marketing and Digital Marketing for all its products on a large scale as most of

the products are unknown to people because people believe that Nivea is only part of the face

cream. They can focus on big countries for people to sell their products like China, India, Russia

and they can earn more money.