It concentrates, however, on organic growth. This is not surprising. Beiersdorf’s NIVEA brand is so well known worldwide that it makes sense for the company to build organically on an established success story. NIVEA is the master brand that drives the success of the whole NIVEA portfolio of sub-brands. It is the No. 1 skincare brand worldwide. Beiersdorf continually strives to strengthen this position through research in products and markets. Beiersdorf UK’s development of the NIVEA brands fits in well with Igor Ansoff’s product/market expansion grid.
The company continues to build a successful business by developing new and existing products and markets as well as diversifying into new markets with new products. PART 2: BEIERSDORF’S GROWTH STRATEGIES NIVEA Visage Soft Facial Cleansing Wipes In 1999, NIVEA launched the NIVEA Visage Soft Facial Cleansing Wipes. Market research at the time showed only 66% of UK women used a facial cleanser, whilst only 27% has a face care regime (cleanse, tone, moisturise).
Women were looking for an easy, convenient, face care routine.
NIVEA’s Soft Facial Cleansing Wipes remove eye make-up and cleanse and tone in one simple step thus meeting customers’ known requirements. Not surprisingly, NIVEA rapidly became the No. 1 brand. NIVEA Lip Care The core products of the NIVEA Lip Care range are ‘Essential’, ‘Repair’, ‘Rose’ and ‘Sun’. NIVEA Lip Care has developed the brand by putting samples on beauty magazines in order to reach more effectively the target market and by finding new outlets through which to sell the products.
Asics has been developing sports shoes for more than 50 years and yet there principles haven?t changed. Everything Asics undertakes at its research and development center in Kobe, Japan is developed on the basis of scientific work with the intensive cooperation of male and female athletes, and with a very clear objective: To enable professional and recreational athletes all over the world to ...
Furthermore, NIVEA also has extended the Lip Care product range with Strawberry&Cherry, Pearl&Shine, Gold&Shine and CareGloss & Shine. Pearl&Shine has become the market’s best selling product. NIVEA FOR MEN NIVEA introduced the NIVEA FOR MEN range. The development of this range results from several trends. These include: •The softening and blurring of “male” and “female” gender roles; •Increased spending on lifestyles with more people attending gyms and caring about their appearance; •New media developments, e. g. the revolution in men’s magazines provide direct contact with men through advertising.
NIVEA was the first mass-market brand to set out to develop male facial care/moisturising. The NIVEA FOR MEN range provides straightforward practical solutions to men’s skincare needs. It targets men who value their appearance and who see it as a key contributor to self-confidence. NIVEA Deodorant The UK deodorant market is a highly competitive market, dominated by one major manufacturer, Unilever, who account for over 60% of all sales. NIVEA believes its traditional skincare expertise will help to bring new UK consumers into the brand.