Positioning: Analyse how the two brands NIVEA and CHANEL have been positioned in their respective markets.

Essay from the year 2002 in the subject Business economics - Offline Marketing and Online Marketing, grade: very good, University of Wales, Aberystwyth, course: Marketing Principles (Msc Management), language: English, abstract: In 1911 the German consumer goods company Beiersdorf brought the now very famous skin cream named Nivea onto the market. Nivea has now grown to be one of the biggest skin care brands in the world, selling products in some 150 countries. The Nivea brand encompasses a wide range of body care products. Its assortment includes baby care, bath care, body care, cosmetics, deodorants, face care, hair care, hair styling, hand care, lip care, mature skin care, men's care and sun care. Nivea has clearly been successful in creating strong attributes which people associate with the Nivea product and especially with the blue tin and its white capitals. Nivea has created the image of being genuine, environmentally friendly and offering good quality at a reasonable price. Offering a wide range of products and serving all generations it suggests being an ideal choice for the entire family. In order to analyse how Nivea has achieved this position in consumers minds, this essay will be looking at the marketing mix and how Nivea has dealt with the four P s.