Ultraviolet and Nivea Essay

4812 Words May 8th, 2012 20 Pages
Nivea’s Background

In 1911 a German consumer company named, Beiersdorf brought out the now the very famous Nivea cream. Nivea Cream was the first true cosmetic moisturiser to be released upon the market, and is still Nivea’s signature product. Since then, the company has grown to be one of the largest skin care brands throughout the world, selling a range of products in over 150 countries.

However, to meet the ever evolving customer needs and to further penetrate into the personal care and cosmetics market; Nivea extended its product range to include: body moisturisers , sun care, Nivea for men, hair care, and deodorants to name but a few. This strong global presence, along with continuous innovation and product development has
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In Nivea’s case, it was that of Nivea sun Kids, the fact that it’s a children’s sun cream makes the matters even worse. This bad publicity is a huge threat to Nivea, as it could question consumer’s loyalty. (See table page 6)

Socio-Cultural:

• People are not travelling abroad as much as they use too. http://www.euromonitor.com/travel-and-tourism-in-the-united-kingdom/report This report showed that the number of people flying from 2007 to 2010 had dropped significantly.

Although this may have been a significant factor in the decline of sun care sales, and could be seen as a threat. If Nivea invested in the amount of advertising they do for some of their other products and show people that it is important to wear sun cream all year round, this could help increase their status.

• Increasing their sun care portfolio to more than just sun cream. http://www.nivea.co.uk/products/Sun-Care By introducing new products into the brands portfolio such as; sun care for kids, after sun and protect and bronze. This represents an opportunity for the company as it has meant loyal customers are more likely to purchase these products, as well as potential customers who are not specifically looking for a sun cream, but an after sun. If this is done correctly and new customers like the specific product, this may consequently end in repeat custom. Which is Nivea’s overall goal.

Technological:

• Increased advertising and

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