Nivea and Procter & Gamble's global brand positioning strategies

Marketing

Because we can purchase products from all over the world at our local stores, we live in a global marketplace. Because we can look for international job posts offered by multinational corporations, we live in a global marketplace. We can now buy medical services abroad, proving that the global marketplace is a way of life.

Nivea maintains brand consistency in several ways: by repeating some of the same images of models using their products, of repeating similar themes such as smiling people, and also of promoting similar skin care products to different geographic and cultural locations. The color scheme and overall look of the products remains the same in spite of language variations on product labels. However, cultural differences do influence Nivea's marketing strategies. For example, "whitening" products are common in the Asian market whereas "tanning" products are common in the North American and European markets.

I have at least ten different Proctor and Gamble products in my household. They include deodorant, dish soap, laundry soap, and razors. However, I had to look at the P&G Web site to find out which other products I might have without knowing they were made by a Proctor and Gamble company. Duracell batteries are a Proctor and Gamble company but one would not know from reading the labels. Some household products and toiletries -- like Secret deodorant and Tide detergent is clearly marked as a Proctor and Gamble company but others are not, such as Boss fragrance. I have many P&G products I would not have known about without visiting their Web site including the Swiffer cleaner, Charmin toilet paper, and Vicks cough drops.