Nivea
Eva Stefferud
Herzing University
Nivea for Men has had recent success in the relaunch of their product of skin care. “In 1980, men around the world were introduced to a new concept in skincare: an alcohol-free aftershave balm from Nivea that did not irritate skin. Proving to be popular with consumers, NIVEA FOR MEN included a full range of skincare products by 1993. By 2008, more and more men were investing in skincare and grooming products, prompting the NIVEA FOR MEN brand to decide to claim more market share in the growing category.” ("How Nivea Used Marketing Planning to Relaunch a Brand - MarketingTango," 2013). With this type of success, Nivea could go one-step further and target teenage boys skin care needs.
Nivea could develop a product that teen agers could use to help with the acne along with skin care. This product would concentrate more on the acne as part of the aftershave balm. Not only would it cool their skin from shaving put in addition they would control even eliminate acne from their face. Nivea attributes were focused on “gentle”, “protective”, and “caring” and had become known as such in the skin care industry. Nivea has expanded and now have tapped into the categories of deodorant, shampoos and cosmetics. Nivea needs to establish that each category could compete in their perceptive markets. When entering into this marketing, Nivea had to positioned and developed brands offer correctly as a means of generating sustained growth, enabling them to charge a premium. Equally, they also assist a company to resist or bounce back from competitor attack. “Brands are key to a company's long-term survival and market leadership. Brands are constantly evolving to ensure they keep abreast of changing needs in the market place.” (Carter, 2015) Since the population is growing at a faster rate, the need to protect our skin has become essential in younger generation population. Everyone wants that perfect look whether you are a male or female. The need to look you best is essential especially during the adolescent years when your body is going through so much change. “Skin care for teenagers and those pre-teenagers is an absolute must in promoting clean, healthy skin. Dr. Whitney Bowe is a Board-Certified Dermatologist in New York City and has offered answers to skin care questions and dermatology advice for our teens and preteens.” (Cozzone, 2015 ) It is the level of change required that is the critical issue. A brand audit and market research will help assess the rate of change required amongst other things.
According to Carter, “Repositioning is taking a brand to a new position is an involved process e.g. from an economy price fighter to premium position, and invariably requires a rebrand to signal a change in direction, focus, attitude or strategy to its target market. Also again rebranding used as a means
