Marketing Plan - New Nivea Product Essay

1529 Words Jun 30th, 2005 7 Pages
Executive Summary:
Youth, timeless beauty and the pursuit of perfection seem to be on the forefront of everyone's agenda. From television portraying reality shows such as "Extreme Makeover" and fictional dramas such as "Nip and Tuck", it is no wonder Americans are obsessed with finding the ultimate secret to looking flawless. The beauty industry is a 40 billion dollar enterprise,
(News Target, 2005) dedicated to helping women look their best so it is no wonder companies such as Nivea is re-evaluating their posture in the U.S. market, positioning themselves to take advantage of the growing interest in cosmetic remedies to turning back the clock. Research conducted by the American Society for Aesthetic Plastic Surgery in 2003
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In addition, with its impeccable reputation for quality products and innovation, Nivea continues to lead the market in cosmetic, non-evasive, topical remedies.
Due to the influx of corrective cosmetic procedures, Nivea believes that providing convenience, effectiveness, availability, and affordability in an age of youthful pursuance will give them an advantage in the market of non-surgical corrective cosmetic remedies.
Market Research: Below the American Society for Aesthetic Plastic Surgery (ASAPS), release the highlights of 2003 cosmetic surgery statistics on February 18, 2004. ASAPS is the nation's leading organization for cosmetic surgery education and research:
There were nearly 8.3 million surgical and non-surgical cosmetic procedures performed in 2003, according to the most comprehensive survey to date of U.S. physicians and surgeons by the American Society for Aesthetic Plastic Surgery

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