Nivea is Beiersdorf's largest brand in terms of sales, product and geographical reach. The brand is a market leader in a number of product
areas, including skin care and sun care, especially in Europe.
Questions
1. Which degree of market responsiveness and global coordination/integration does Nivea represent?
2. Do you think that the Nivea Vital commercial (shown in the video) is able to cross borders without any adaptation? If not, which elements should be adapted?
3. Which marketing problems does Nivea anticipate when penetrating the US market