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I chose Nivea as an example for my shop strategy because it has had a strong presence from the beginning. This product has a great image and has known how to maintain it. Also, gained our trust for allways being there and taking care of us throughout the years.

One of Nivea´s first achievements was the development of Eucerit, invented by Dr. Isaac Lifschütz, which was the basis for NIVEA Creme. Now, Nivea was able to remain stable over the years and therefore by 1914 it was transported and sold to other continents. Dr. Oscar Troplowitz had the vision of making of Nivea a high quality cosmetic cream which was affordable and this is still the case. Consequently, the investigators at Nivea began developing creams which adapted to the necessities of different people. They also had a rapid international expansion and adapted the publicity and the product.

The appearance of the blue Nivea cream tin can was also modified in the UK, and made it into plastic packaging so that they stopped associating nivea to shoe polish. Various creams were made by the laboratories for the needs of the customer, because in the northern countries, creams which protected the skin from the cold weather and wind where needed. Also, in the southern continents creams with sunblock were needed and that is why they developed Nivea Sun. In Asia for example, they like light skin and Nivea created Nivea Whitening Paste which could lighten the skin and it is still a big seller.

Before, Nivea received thousands of letters with questions, suggestions and today the old-fashioned letters are replaced with social networks, e-mail and the phone. “And thanks to social networks like Facebook, it’s never been easier for fans of NIVEA to connect with us from anywhere in the world”, quoted from the webpage. Nivea has adapted wonderfully with the digital marketing strategies and has made a great presence on the digital world as well as the real world. The blue tin with the white Nivea written on it brings back childhood memories. It is a magnificent cream for everybody in the family and their ads demonstrate it. I will analyze how Nivea uses social networks to be a top business.

By Akena Andonegui

Bibliography:

NIVEA History – 100 Years in the Making – NIVEA. (n.d.). Retrieved December 13, 2012, from http://www.nivea.co.uk/about-us/beiersdorf/NIVEAHistory

Protect & Bronze Sun Lotion – NIVEA. (n.d.). Retrieved December 13, 2012, from http://www.nivea.co.uk/products/Sun-Care/protect-and-bronze/Protect-Bronze-Sun-Lotion?nvem=/modules-components/ext/sk-SK/expertise-modules/NSU Protect and Bronze

Resultados de la Búsqueda de imágenes de Google de http://www.nivea.com.ar/-/media/NIVEA/es-AR/sun/final/home/Current_site_family_big.ashx. (n.d.). Retrieved December 13, 2012