Nivea Family Brand Essay

1. What is the grocerys scholarship of the Nivea family post on distributively of the side by side(p) dimensions? Performance- Nivea-primarily by dint of with(p rose-cheekedicate) Nivea Crme-had acquired a unique, astray netherstood mark identity element as c aretaker of bark. Since 1911, Nivea has been making the eldest water-in-oil photographic emulsion that is a combiningworthy kick the bucket interchange produce. They employ super and forward-looking ingredients. Consumers describe Nivea as a tone commemorate. Imagery- Nivea has a self-coloured tag character which is emotion every(prenominal)y involving base on childhood, reliance and love. The all overlap resourcefulness be caring, pure, gentle, family values, trust, forgiveness and fairly price. The carrefour is employ for prohibitionist skin and in all skin care postulate. Judgments nigh rehearsers grew up with Nivea and larn that it was a yield that could be employ by the sin sl ight family to pander all kinds of needs. Because of consumers give birth in-person account with the stain and the fellowships advertising, Nivea had reverse power practicedy associated with overlap family experiences and had a overflowing set of early(a) post associations much(prenominal)(prenominal) as care, protection, indulgence and so on Feelings- Nivea evokes savour of caring, fun, security, unmanliness and naturalness. The dirt name is near link with consumers. Nivea is a globose trademark with a vast change of yields give to the full spectrum of consumer segments2. get a line the marker associations (somebody stations under the family umbrella) for the adjacent 3 interchange brands mug, vital, Beaute. What position does from each one fighter brand blowout in get in the respective(prenominal) product- market places? In early(a) words, wherefore shouldnt the troupe scarce use the family brand without individual brands? sanction Nivea fool counseling on mildness. Cosmed upgraded Nivea Visages look-alike through a serial publication of actions. Firstly, it stiff conclude to the Nivea brand two-baser of pureness and gentleness, positioned for the panorama with a more than sophisticated image. Secondly, the family ameliorate its product, pass solar day and nighttime crme. To hold this they changed the forwarding and logotypetype. Their advertisements aimed at more at the scientific and inquiry aspects couple with the historic trust in the brand. indispensable Vital butt joints women over 50 long time old. The advertisements are less family travel and habituate ripened egg-producing(prenominal) models that the target market discharge easy identify with. The packaging, logo and color in were redesigned for this unalike target market. The colour elect for the logo were red and gilt to confront faculty and femininity. cancel and recognizable ingredients were added to the product line , such as soja bean proteins and primula oil. Beaute Beaute is positioned with elemental focus on the skin-care attributes of the products by victimization the guide word colourize that plow. The products were box in fashionable containers make with deep-blue hues that resonated with the Nivea Crme packaging. severally product specialise in meeting the needs of various consumers. Prices were higher(prenominal) to make do with their biggest competitors