| Ullatil, P. (2003): Nivea plans product rejig, retrieved | | | | This means that the packaging had to be of equal |
| from accessed on 5th July 2008 | | | | standards. They utilized the nature of the logo to |
| This article is about the performance of the Nivea | | | | make the product attractive. Additionally, they |
| brand in India. The article is clearly written and | | | | employed a creative marketing story to ensure |
| gives an insight into the performance of the Nivea | | | | that the new product would do well. |
| brand worldwide. This article will be particularly | | | | The article is also insightful in that it allows the |
| useful in analysis whether other companies, other | | | | reader to familiarize himself/ herself with some of |
| than the German Based Beiersdorf are doing well. | | | | the characteristics that made the brand succeed |
| In summary, the article highlights the fact there is | | | | in the world market. The article outlines three |
| a conflict between the Indian based company and | | | | major issues; |
| the mother company on German. The latter want | | | | - Functionality |
| to stick to a traditional product range while the | | | | - Simplicity |
| former believe in diversity. This suggestion came | | | | - Beauty |
| after a time when the Indian producers started | | | | These are the qualities that caused Nivea's |
| recording low performances and their finances | | | | crème to emerge as a global leader. |
| were below par. So in response to imbalanced | | | | The article is also useful in revealing a little history |
| finances, the Indian based company decided to | | | | about the Nivea brand in that it was established in |
| introduce different product ranges such as | | | | a variety of European countries. The product |
| deodorants and talc into the market. At a certain | | | | under consideration; Nivea Beaute was created |
| point, the company had offered a range of thirty | | | | during the year 1997. The author also reveals the |
| different products such as baby lotions and soap. | | | | procedures used by Nivea in launching a new |
| The mother company felt that these product | | | | product in that they incorporate both old and new |
| dilutions could have been the cause of the | | | | concepts into the design. All in all, this article is |
| subsidiary's poor performance. Therefore, the | | | | important on giving some insight into the product |
| Beiersdorf suggested that the subsidiary should | | | | launch techniques. |
| instead stick to the face cream that is now | | | | Landler, M. (2003): P& G weighs German |
| synonymous with the company. Additionally, the | | | | Maker of Nivea, Harvard Business Review16th |
| Indian cosmetic market was already saturated | | | | October, 2003 |
| and Nivea's new products would have to battle it | | | | The report provides an insight into the corporate |
| out with all the clutter in the market. | | | | strategy of the Nivea company. In summary, the |
| The article is also particularly useful in identifying | | | | article, illustrates how vulnerable the German |
| the reason behind the company's failure. The | | | | based Beiersdorf is to international buy-outs. |
| article cites the issue of product positioning; that | | | | Proctor and Gamble is an international company |
| Nivea's thick and creamy nature caused potential | | | | that intends on upsetting the shareholding rights of |
| clients to categorize it as a winter product or a | | | | the major Nivea owner. According to the article, |
| product for elderly women. Additionally, the | | | | Beiersdorf intends on selling their forty three |
| company was not innovative enough to modify its | | | | percent share to P& G given the fact that |
| products in line with consumer trends. The | | | | they are not doing particularly well in the |
| company offered deodorants when talcs were in | | | | international market. The article reveals that the |
| season. Product branding was also done poorly in | | | | Nivea brand can be transferred from one owner |
| the Indian subsidiary. | | | | to another after a specific agreement on the |
| This article gives the reader a sneak peak into | | | | price. This is especially possible because there are |
| performances in international markets. It also | | | | some loopholes in German takeover laws. In |
| gives an in-depth analysis of some of the | | | | Germany, it is always favorable to be an existing |
| marketing failures of the Nivea brand overly. | | | | shareholder rather than being an external one. |
| Pitman, S. (2008): Nivea a Packaging secures prize | | | | This article is also instrumental in revealing the |
| for designer, The Times (30th October 2006) | | | | fact that the German owner of Nivea was |
| The article is a description of the new brand | | | | responsible for employing over four thousand |
| offering Nivea beaute. The article gives a lot of | | | | eight hundred employees and that these |
| information about the nature of the product brand | | | | employees would loose their jobs after their |
| and the way the company has done well in this | | | | takeover bid. Overly, this report will be important |
| section. | | | | in establishing employee practices thin the |
| In summary, the article explains how the German | | | | company. It may not be as useful as the former |
| based company Dieter Bakic won an award for | | | | mentioned ones. |
| best packaging after creating an exemplary | | | | Reference: |
| product package for Nivea's new product offering. | | | | Ullatil, P. (2003): Nivea plans product rejig, retrieved |
| The company asserted that the main reason | | | | from accessed on 5th July 2008 |
| behind the award was that the product had a | | | | Landler, M. (2003): P& G weighs German |
| lucrative appearance and good design of the | | | | Maker of Nivea, Harvard Business Review16th |
| packaging material. The packaging company | | | | October, 2003 |
| reveals that they had a tough time doing the job | | | | Pitman, S. |
| for Nivea because they called Nivea a brand icon. | | | | |