“With Nivea we are trying to be present everywhere, in all cities, as well as in rural areas, in every store, both in modern and in traditional retail,” says Hageleit, in one of his first interviews with the Romanian press, although he has been at the helm of Beiersdorf for four years.
Hageleit says sales are distributed quite evenly in traditional and modern retail, with the balance tipped slightly in favor of modern retail, a sector that has seen significant expansion lately. Last year alone saw the opening of 120 stores, to a total of nearly 730 stores, with 150 new store openings expected this year.
“Traditional retail will not die, this form of retail actually
has its advantages, such as the fact that in these stores the sales
assistants are also consultants, who advise customers when making a
purchase.”
The Nivea brand reaches all corners of Romania both through its
presence in stores and through promotion on TV, in the printed
press, and online. Nivea is investing EUR1 billion worldwide in the
company’s new 100th anniversary campaign.
Last year, the rate card budget (which does not include discounts) of Nivea, the brand that contributes over 50% of Beiersdorf Romania’s revenues, was EUR67.4 million, 21% lower than in 2009, according to the Media Fact Book report, an analysis of the media market conducted by Initiative Media Romania, part of Lowe communication group.