How NIVEA uses the marketing mix to expand worldwide

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Seminar paper from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,...

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Seminar paper from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, Ashcroft International Business School Cambridge (Anglia Ruskin University), language: English, abstract: This paper provides a critical analysis of the strategy that NIVEA follows to introduce its product in different markets worldwide. It is discussed to which extent the company choses to standardise or adapt certain areas of its marketing mix across international markets. Furthermore, different internationalisation strategies are explained and the internationalisation process undertaken by NIVEA is analysed. The paper concludes by evaluating the country of origin effect in case of NIVEA and how it influences consumer brand perception.