Brand Building Strategy for Nivea
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Brand Building Strategy for Nivea

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Its a Brand Building Strategy for Nivea; A Strategic Brand Management Project

Its a Brand Building Strategy for Nivea; A Strategic Brand Management Project

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Brand Building Strategy for Nivea Brand Building Strategy for Nivea Presentation Transcript

  • BRAND BUILDING STRATEGY FOR NIVEA
    A Strategic Brand Management Project
    4/2/2011
    STEVENS B SCHOOL
    Presented By:
    Nikita Sanghvi
  • Flow of Presentation
    4/2/2011
    STEVENS B SCHOOL
  • BRAND INVENTORY
    4/2/2011
    STEVENS B SCHOOL
  • INTRODUCTION
    Nivea is a German brand marketed in India by NIVEA India Pvt. Ltd.
    NIVEA India Pvt. Ltd, owner of the No.1 skin care brand in the world, started operations in India in 2006, as a 100% affiliate of the global cosmetics & toiletries giant Beiersdorf AG
    The Nivea brand, has been present in India for about 40 years but the subsidiary was set up only in 2006.
    This brand has a history of around 100 years. Nivea came into existence in the year 1911.
    4/2/2011
    STEVENS B SCHOOL
  • HISTORY
    4/2/2011
    STEVENS B SCHOOL
  • BRAND ELEMENTS
    Name:
    The brand has derived its name from the Latin word
    Nivius meaning "Snow White".
    Logo:
    The dainty art nouveau design of the original NIVEA tin was replaced by a much simpler look: The blue tin with the word NIVEA in white celebrated its debut in 1925.
    • NIVEA’s visual identity:
    World-famous blue and white color combination
    • NIVEAblue - is not just any old blue, but “Ivocart NIVEA Blue B 65711”
    A special color mixed exclusively for NIVEA in a complex development process
    Blue = sympathy, harmony, friendship and loyalty
    White = external cleanliness as well as inner purity
    Blue and White = ideal for honest and appealing brand
    4/2/2011
    STEVENS B SCHOOL
  • MARKETING PROGRAM: PRODUCT
    4/2/2011
    STEVENS B SCHOOL
  • MARKETING PROGRAM: PRODUCT
    4/2/2011
    STEVENS B SCHOOL
    • Nivea Creme is an iconic beauty classic used by millions of women all over the world. It was the first true cosmetic moisturiser and is still the brand's signature product.
  • MARKETING PROGRAM: PRODUCT
    4/2/2011
    STEVENS B SCHOOL
    • Nivea has expanded significantly to offer a comprehensive choice of moisturising, protection and care expertise in the face, body, hand, lip, men's, sun and deodorant markets.
    Skin Care—NIVEA Body, NIVEA Visage, NIVEA for Men, NIVEA Sun, NIVEA Baby, NIVEA Crème, NIVEA Vital, NIVEA Soft, NIVEA Hand, and NIVEA Lip.
    Personal Care—NIVEA Deo, NIVEA Beauty, NIVEA Hair Care, NIVEA Bath Care, and NIVEA Intimate Care.
  • MARKETING PROGRAM: PRODUCT
    Product: Tag Line
    Nivea Sun – The New Nivea Sun Makes The Sun Gentle
    Nivea Visage - Get Fair, Stay Fair
    Nivea Shower And Bath-delightfully Gentle And Creamily Mild
    Nivea Hair - Entire Care For Frequently Washed Hair
    NiveoDeo: Aqua & Cool-the Deo That Even Cares For Your Skin
    4/2/2011
    STEVENS B SCHOOL
  • MARKETING PROGRAM: PRODUCT
    2006 has seen the launch of several innovative new products.
    Nivea transferred its nourishing, tanning and firming expertise into the new and rapidly growing gradual tanning segment with the launch of Nivea body Sunkissed Skin, a daily moisturiser with a hint of tan, which also helps firm the skin.
    Nivea body Age Defying Lotion, formulated to replenish the levels of Creatine in skin, helping boost the skin's natural anti-ageing process.
    Nivea Deodorant Pearl & Beauty, a deodorant offering 24-hour protection along with pearl extracts designed to leave underarms feeling smooth and cared for.
    Also new for the 2006 Sun market is immediate protection for children in spray and lotion formulations, forming part of the new NIVEA Sun Children's SPF 50+ range.
    4/2/2011
    STEVENS B SCHOOL
  • MARKETING PROGRAM: PRODUCT
    Nivea for Men line included
    Two new fairness products - a Whitening Moisturizer and Multi-White Whitening Facial Foam.
    Deodorant Aqua Cool,
    Multi Protecting Facial Foam,
    Moisturizing Shaving Foam,
    Shaving Gel and
    Cooling Gel Moisturiser, a light hydro gel, with Iso Magnesium and Mint Extracts
    Less alcohol, more care
    4/2/2011
    STEVENS B SCHOOL
  • MARKETING PROGRAM: PRICE
    • Segment: Mass premium sector
    Nivea Cream 150ML
    MRP : Rs. 148.00
    Nivea Cream - 100 ML
    MRP : Rs. 109.00
    Nivea Cream (200Ml)
    MRP : Rs. 179.00
     
    Combo-Nivea Cream 60ML
    MRP : Rs. 118.00
    Nivea Visage:
    Rs 109 and Rs 329
    4/2/2011
    STEVENS B SCHOOL
  • MARKETING PROGRAM: PROMOTIONS
    NIVEA India: First TV Commercial on Air
    The newly founded Beiersdorf affiliate NIVEA India aired the first TV commercial in major TV-channels and cinemas in 2006.
    The massive integrated campaign showed uplifting results: NIVEA Creme sales in July and August like-for-like increased by 143.2 %. Total NIVEA sales grew by 121.8 % in the same period.
    In collaboration with TBWAIndia, the NIVEA marketing team produced two scenes to add some "Indian Masala" to the highly successful international NIVEA Creme spot.
    The TV spots flanked by a print campaign as well as extensive point-of-sale material and consumer promotions 
    Official face care partner of IPL team Chennai Super Kings
    4/2/2011
    STEVENS B SCHOOL
  • MARKETING PROGRAM: PROMOTION
    To launch a new skin care campaign to mark the 100th year celebration of renowned cream brand Nivea. (With the business strategy “Focus on Skin Care. Closer to Markets)
    The campaign titled “100 Years Skincare for Life” will be launched in May. 
    To reach new target groups, Nivea will launch its largest ever digital mobilization campaign in social media along with International star Rihanna and it is expected to generate over one billion page views per week.
    Another focus in Nivea’s 100th birthday year is the support of a special project for socially disadvantaged children undertaken by Nivea in global partnership with the children aid organization Plan International.
    Aiming to take the 100th anniversary straight to the consumer NIVEA will be throwing a “thank you” event to celebrate with consumers from around the globe.
    4/2/2011
    STEVENS B SCHOOL
  • BRAND EXPLORATORY
    4/2/2011
    STEVENS B SCHOOL
    “In many countries, consumers are convinced that Nivea is a local brand, a mistake which Beiersdorf, the German makers, take as a compliment.”
    As quoted on leading brand consultancy Wolff-Olins' website, www.wolff-olins.com
  • Building Brand Equity
    4/2/2011
    STEVENS B SCHOOL
  • QUALITATIVE RESEARCH
    Free Association
    Brand Personality & Values
    4/2/2011
    STEVENS B SCHOOL
  • Free Association
    4/2/2011
    STEVENS B SCHOOL
  • Questionnaire
    4/2/2011
    STEVENS B SCHOOL
    1.Which Brand(s) comes to your mind when you think of Personal Care ?
    2. Which brand "do you use"/ "would you prefer" in Personal Care category in general?
    3. NIVEA is targetted to: (Multiple Selection)
    a. Female (Under 40yrs)
    b. Male (Under 40yrs)
    c. Kids
    d. Old age (M/F & 40+ years)
    3. Do you know the product portfolio of NIVEA?
    4. If Yes to the above Question, please mention its product portfolio?
    5.In what ways is NIVEA Brand similar and different from Personal Care Brands?
    6. When & Where do you use NIVEA & please mention the product category also.
    7.If the brand were to come alive as a person, what would it be like (You can give the name of any known personality with his or her characteristics)? What would it talk about?
  • Questionnaire
    4/2/2011
    STEVENS B SCHOOL
    8. Rate the NIVEA on the scale of 1-5 (where 1= Least and 5= Highest) over the following parameters:
    a. Gentle e. Sticky
    b. Protective f. Oily
    c. Smooth g. Value for money
    d. Caring
    9.If I say NIVEA what feeling does it evoke in you?
    a. Happy e. Like
    b. Satisfied f. Good
    c. Joy g. Fresh
    d. Soft h. If Any other ---pls specify
    10. Do you remember the TV commercial of NIVEA ? Y/ N
    11. Rate the personality of NIVEA on the scale of 1 - 5 (where 1 = not at all descriptive and 5= Descriptive) over the following parameters:
    a. Sincerity ( down-to-earth, honest, wholesome, cheerful)
    b.Excitement ( daring, spirited, imaginative, up-to-date)
    c. Competence ( reliable, intelligent, successful)
    d. Sophistication ( upper class, charming)
    e. Ruggeddness ( outdoorsy, tough)
  • KNOWLEDGE STRUCTURE
    4/2/2011
    STEVENS B SCHOOL
  • SFU Association
    4/2/2011
    STEVENS B SCHOOL
  • CBBE Pyramid
    4/2/2011
    STEVENS B SCHOOL
    Resonance: Commitment: Continuous use in winter; Brand Switching
    Judgments:
    Wide range of products, Reliable, Consistent, Better products at low cost available
    Feelings: Freshness, Good , Satisfied, Soft, Sophistication Unsatisfied
    Performance:
    Caring & Protective, High Cost, Attractive Packaging, Pleasant Fragrance, High Quality, Mild, Gentle, Smooth, Less knowledge about its multiple functions
    Imagery: Blue tin & white logo, Used in winter since childhood, For dry skin, Sincere, Sophisticated, Targeted to males & females of age under 40 yrs
    Salience:
    Various products and purposes, Less recall
  • Inference
    Salience: Nivea is not a top of the mind recall brand; it doesn’t fall into consideration set also ; no mention of the company
    Synonym with high quality and consistent performance but at high cost
    The white logo and blue tin is the ultimate brand image
    The knowledge about the brand breadth and depthis considerably good but the nodes are weak
    Targeted to males & females of age group under 40 yrs
    It is observed that Nivea cream can only be used in winter because of its characteristics of oiliness and stickiness
    The brand personality: Caring, Protective, Sincere, Reliable, Consistent, Sophisticated
    Resonance:Upto a limit
    IMC Campaign: Frequency is too less; no ad of collectives product; not describing multiple uses of the product; difficult to relate with the Indian consumer
    4/2/2011
    STEVENS B SCHOOL
  • IMC PLAN
    4/2/2011
    STEVENS B SCHOOL
  • Steps in Developing Effective Communication
    4/2/2011
    STEVENS B SCHOOL
  • Communication Objective
    Informative:
    Explaining multi-purpose uses of Nivea crème & similar product range
    Telling the market about the targeted segment
    Describing the wide spectrum of products
    To create the high visibility among the target segment
    Building a brand & company image
    Positioning it as the only companion for all times in the skincare category
    4/2/2011
    STEVENS B SCHOOL
  • Designing a Message
    MESSAGE CONTENT
    Musical Appeal: Captures the listener’s attention, can be linked with emotions, memories, & other experience
    MESSAGE STRATEGY
    Cognitive Strategy: Generic message
    EXECUTIONAL FRAMEWORK
    Slice of Life
    Testimonials
    4/2/2011
    STEVENS B SCHOOL
  • Designing a Message
    MESSAGE STRUCTURE
    Close ended conclusion
    One sided argument
    Strongest argument last
    4/2/2011
    STEVENS B SCHOOL
  • Communication Tools Selection
    FACTORS TO SELECT ADVERTISING MEDIA
    • Reach - Mass Premium Segment
    • Frequency - high / intense
    • Continuity: Continuous Campaign
    BASIS FOR MEDIA SELECTION
    • Target-audience media habits
    • Product characteristics
    • Message characteristics
    • Cost
    4/2/2011
    STEVENS B SCHOOL
  • Communication Tools
    MEDIA
    Print Media
    Newspaper – Times of India, The Economic Times
    Fashion/ Personal Care magazines – India Today, GruhShobha
    Supplements – The Strategist
    Broadcasting Media
    TV advertisement – 3 Phases: Involve common people
    Films oriented to youth: F.A.L.T.U., Break KeBaad, Aisha
    Electronic Media
    Social Networking Websites
    Youtube – Broadcast the multiple use of Nivea by different peplethat will create involvement
    4/2/2011
    STEVENS B SCHOOL
  • Communication Tools
    Sponsorship
    TV Serial;
    Skin Care Awards: Most Beautiful Face, Most Smooth Skin, Most Gentle Skin
    Sales Promotion
    Bundling
    4/2/2011
    STEVENS B SCHOOL
  • Communication Tools
    TV Ad
    Multiple Uses of Nivea Cream;
    It protects my skin from the cold
    It helps small injuries heal faster
    It smoothes areas of dry skin
    It gently removes make-up
    Its fragrance make us feel fresh
    It is perfect for any occasion
    My dry hands long for it
    It soothes the skin after shaving
    Demonstrate all the products all together;
    Around the World Tour and the only companion all the times
    4/2/2011
    STEVENS B SCHOOL
  • Communication Tools
    In-Store Promotion
    Kiosk: Displaying the products in attractive manner; may be the whole range can be displayed all together: Visibilty at Point of Purchase
    New Media Technique
    Advertorials - An advertorial is an advertisement in the form of an editorial.
    The Strategist, The Times Life
    4/2/2011
    STEVENS B SCHOOL
  • Thank You
    4/2/2011
    STEVENS B SCHOOL