Question

Explain the connection between cultural norms and product choice. What is Nivea’s strategy in respecting cultural diversity while pursuing a global brand strategy? (Marketing Strategies and Policies)

Answer 1

As we know that culture is a quite effective and important force in our day to day lives thus it has a lot of effect or influence on the perception of the common customers and people and it also affects the manner in which the individual thinks in a certain manner about the various elements along with the products which they consume. Cultural norms determine what are the things which are considered as correct and normal in a given society. The products which are related to the cultural norms are widely accepted by the customers on the other hand the products which are against the cultural norms find it very tough to sustain in the given society.

Nivea mainly focuses on its global expansion theory with the local adaptation in the products and at the same time maintaining the standard product globally. For instance, in Asian countries, the company uses the ingredients which improve the complexion while in the Middle East, it uses musk to attract customers.