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Nivea presentation

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  • + great work, good structure, principles well derived, suggestion: try streamlining principles and phrase as action oriented implications (eg. instead of principle of promotion > effectively combine above- and below the line initiatives)

    Great work!
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  • I’m sorry I pressed the comment button too quick ;)…time for my cup of coffee I guess ;)

    Content
    Stefanie I really liked the idea of adding the Reader’s digest to the company’s information slide. I also think Slide #5 very clearly describes Nivea’s product and goals. Nivea is very successful, especially due to their marketing segmentation and product expansion. The example of tanning products vs. whitening products specifically underlines that idea, great example! Further the Marketing Principles are clearly presented in the slideshow and are very detailed. I would suggest maybe dividing them into more general groups for example the Principle of Consumer Knowledge can include: understanding and satisfying the consumers; recognition and awareness, cultural differences etc; the principle of Brand Building and Development can include: product quality, points-of-difference, principle of focusing etc.; principle of understanding the competition can include: competitive advantage, principle of competitors etc.

    Presentation Structure
    In general the presentation has great structure and is very detailed and also has a lot of images to associate with the company presented. Slides 10-12,15,16 seem a bit busy, it might be better to only underline the main ideas. I really like the pie chart used for the Beauty is Campaign AIM, it is clear and easy to understand.

    Thanks for sharing, I really enjoyed looking at it!
    Lidiya
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  • Very detailed and well structured presentation, showing different aspects of Nivea’s research and how the company derived to their marketing principles. Lidiya
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    Nivea presentation Nivea presentation Presentation Transcript

    • NIVEA’s marketing strategy and the campaign „Beauty is...“
    • Executive Summary This presentation was commissioned to examine a marketing strategy of a company and furthermore to choose a campaign which the company launched and their promotion activities for this campaign. The research “pays attention to the fact that the company NIVEA developed their marketing strategies based on product expansion and geographically expansion. The product expansion helped NIVEA to reach every customer segment in every age stage of their live cycle and respond to their personal needs. This is proved that they developed over 500 different products. Moreover the geographically expansion helped NIVEA to become recognized all over the world, and reached consumers in different markets with mostly similar needs all around the world. NIVEA rather focuses on similarities instead of differences, because everybody around the world has a skin with common needs and preferences. NIVEA’s campaign “Beauty is…” which was launched all around the world, further helped NIVEA to strengthen the image, and to become more connected to the consumers and better respond to their needs and wishes. The “Beauty is”…” campaign was promoted by below and above the line promotions, which helped NIVEA to create high brand awareness. The presentation concludes with different principles for marketers, which were derived form the presentation and that should help companies to build brand equity and a brand image. It is recommended for a company to think of every single principle and use it in their marketing processes, and that they should develop promotions that integrate the consumers to create better values for them and create a brand loyalty. Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 2
    • Overview 1.  Company Information 2.  Marketing Strategy 3.  Campaign: “Beauty is...“ 4.  Promotion Activities – „Beauty is...“ campaign 5.  Marketing Principles 6.  Questions 7.  References Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 3
    • 1. Company Information Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 4
    • 1. Company Information Environmental Good quality friendly Resonalbe prices IMAGE Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 5
    • 2. Marketing Strategy Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 6
    • 2. Marketing Strategy Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 7
    • 2. Marketing Strategy Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 8
    • 2. Marketing Strategy Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 9
    • 2. Marketing Strategy 1 Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 0
    • 2. Marketing Strategy 1 Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 1
    • 2. Marketing Strategy . 1 Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 2
    • 3. Campaign: “Beauty is...“ 1 Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 3
    • 3. Campaign: “Beauty is...“ 1 Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 4
    • 3. Campaign: “Beauty is...“ Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 15
    • 3. Campaign: “Beauty is...“ Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 16
    • 3. Campaign: “Beauty is...“ Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 17
    • 3. Campaign: “Beauty is...“ Link
Video
 Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 18
    • 4. Promotion Activities - „Beauty is...“campaign 45 second image spots in TV (for Above the example people form all over the world were shown to reflect the diversity of the line countries, by ethnic, and age group) Print ads in magazines (where consumer could see, interpersonal relationships between people, and statements such as “beauty is love, beauty is a moment, beauty is care…”. 20.000 city light posters in about 85 countries (used to develop a better uniformity of the NIVEA brand (Rousseau, 2007, The campaign was translated into different languages, because it was shown world wide, and NIVEA wanted to create a common understanding Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 19
    • 4. Promotion Activities - „Beauty is...“campaign Internet project: where consumers could enter the homepage of Below the NIVEA, and share with everybody line around the world the experiences with beauty, and what it means for them. Here also the worldwide dialogue, and the connection between NIVEA and the consumers was really high. Point of Sales Promotion (were consumers can directly see the images when they are purchasing the products (Rousseau, 2007) Those were shown in the shop-in- shops and salespersons who where giving postcards as a gift away (Rousseau, 2007) Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 20
    • 4. Promotion Activities - „Beauty is...“campaign Link Video Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 21
    • 4. Promotion Activities - „Beauty is...“campaign Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 22
    • 4. Promotion Activities - „Beauty is...“campaign Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 23
    • 5. Marketing Principles Principle of understanding and Principle of satisfying consumers needs: fully understand the customers’ needs in order to be innovative and create new products and within that satisfy the needs for your customers Principle of recognition and awareness: a company should have positive associations which the consumer can recognize and recall, and expand within their product lines and geographically to become globally known Principle of response: a company has create an awareness and image in consumer’s mind, which will lead to a response to the brand in a positive way (buy it or recommend it) Principle of points-of-difference: for example as NIVEA did with its campaign “beauty is…” they created points of difference, which consumers could not find at competitors’ products and competitors were not able to create such p-o-d’s Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 24
    • 5. Marketing Principles Principle of personal selling: a company should directly communicate with their customers for example with shop-in-shop system, to get knowledge and consumer insights about them (supports the principle of understanding and satisfying) Principle of superior quality: To deliver the best quality and value to the consumers, companies should heavily invest in market research, and integrate consumers in their research and developing process Principle of competitive advantage: Differentiation is another point with should be considered, and to create a competitive advantage over competitor companies’ need to invest a lot in their marketing, and product development Principle of cultural differences: To create a strong brand and brand equity, marketers of a company should take into account the differences of consumers around the world, and integrate that into the marketing plan Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 25
    • 5. Marketing Principles Principle of customer relationships: a company should treat every consumer the same, and respond to their local needs and want, while sustaining an overall unique image. Principle of competitors: A company should always look and analyze the competitors marketing strategies campaigns and new products launches/developments Principle of focusing: To focus on your core values and always tracking on your marketing strategies companies need control and monitor everything they do, and checking the market share, do see if the make profits or losses, and based on that respond in a correct way Principle of promotion: This should include above the line promotions and below the line promotions to reach consumers via al lot of different channels. Below the line includes ensuring recall of the brand and showing features to the consumers, and above the line promotions promotes the brand via mass media Principle of core values: A company should always focus on the core values in every step they make. Those core values should be included in every campaign and marketing activity the company does Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 26
    • 6. Questions Thank you, for your attention!! If you have any question, feel free to ask, or read my summary Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 27
    • 7. References References: Beiersdorf Homepage (2010) Homepage (Online) available at: www.beiersdorf.com (accessed at: 28/10/2010) Beiersdorf Hompepage (20010 The Beiersdorf Group – Annual Press Conference Brands – 2007 (Online) available at: http://www.beiersdorf.com/Press_Media_Relations/Press_Releases/2007-03-28%20The %20Beiersdorf%20Group%20%E2%80%93%20Annual%20Press%20Con.html (accessed at: 28/10/2010) Bird, 2007 “Beiersdorf launches global brand campaign for Nivea“ (Online) available at: http://www.cosmeticsdesign-europe.com/Products-Markets/Beiersdorf-launches-global-brand- campaign-for-Nivea, accessed at 10/28/2010 CMD global, 2008 “Smoothly does it“, CMD Global (Online) available at: http://www.cmdglobal.com/analysis/brand_experts/Nivea/Smoothly/does/itople.html (accesses at 29/10/2010) Euromonitor (2007) Beiersdorf AG - Cosmetics and Toiletries – World Euromonitor (Online) available at: www.euromonitor.com/pdf/C&T-BEIERSDORF.pdf (accessed at: 28/10/2010) Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 28
    • 7. References Fasse (2009) „NIVEA“ Word Document (Online) available at: http://www.niveapolska.pl/GetFile.ashx?id=522 (accessed at: 27/10/2010) L’Oréal (2010) Homepage (Online) available at: www.loreal.com (accessed at: 29/10/2010) NIVEA Homepage (2010) Homepage (Online) available at: www.nivea.com (accessed at: 28/10/2010) NIVEA Annual Report, (2007) “Annual Report 2007”, (Online) available at: http://annualreport.beiersdorf.com/2007/en/executive-board-strategy/we-are-close-to-pe (accessed at: 29/10/2010) Quass, T., B. (2006) „Report to the Annual General Meeting of Beiersdorf AG“, (Online) available at: www.beiersdorf.com/GetFile.ashx?id=68 (accessed at: 27/10/2010) Reader’s Digest. „Trusted Brands“ http://www.rdtrustedbrands.com/trusted-brands/results/ brands.shtml, 2010 Rousseau, M. (2007) “Beauty is…” Homepage Beiersdorf, (Online) available at: http://www.beiersdorf.com/Press_Media_Relations/Press_Releases/2007-08-27%20Beauty %20is.html (accessed at 29/10/2010) Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 29