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Principles of Marketing Assignment
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OverviewBeiersdorf is a global skin care company. Its headquarter is situated in
Hamburg, Germany. Beiersdorf develops, manufactures and disperses products in the
areas of skin care. The company was established on 28th March 1882. It was
originally founded by German pharmacist, Paul Carl Beiersdorf.
The mission statement of Beiersdorf is “We at Beiersdorf understand our
consumers and delight them with innovative products for their skin and beauty care
needs. This strengthens the trust and appeal that our brands enjoy. Every day.
Worldwide”. Moreover, their vision is to be the number one in skin care in their
relevant markets and product categories.
Beiersdorf reported international sales of over DM 6.2 billion in 1997, up over
DM 500 million from its 1996 results. Cosmetic and personal care products accounted
for 54.4 percent of the organization's sales that year, drove by its popular Nivea line
of skincare products. Beiersdorf was active in more than 100 markets around the
world. Beiersdorf has been caring about skin over 130 years. Throughout their history,
they have constructed trust by staying close to their consumers and creating inventive
skin care brands that are uniquely designed to their consumers' needs. They fill in as
one worldwide group, with one focus: making people feel awesome in their skin.
Everywhere. Every day. Their passion for skin care is what drives them and makes
them unique. Their brands and skin care products are trusted by consumers, both
locally and regionally.
Besides Nivea, Beiersdorf is proprietor of various different brands. For
instance, 8x4, Eucerin, Labello, La Prairie, Hansaplast and Florena. Beiersdorf
defines itself as a brand with family values, it has several corporate social
responsibility projects likes the worldwide social initiative "NIVEA cares for family".
Nevertheless, the beauty brand under Beiersdorf Company that we have
selected is “NIVEA”. “NIVEA Intensive Moisture Body Milk” is the beauty product
, that we chose to analyse. “NIVEA Intensive Moisture Body Milk” nourishes and
repairs dry, rough and cracked skin for a smoother and softer skin. It will gives you
visibly moisturized skin within 7 days. “NIVEA Intensive Moisture Body Milk”
enriched with highly concentrated Vitamin E and grape seed oil which will repair
signs of dull and dry skin. It provides effective and natural care for smoother and
softer skin with 24-hours non-stop moisture.
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