This is a mini case study review of NIVEA uploaded as an assignment for the marketing internship under Prof. Sameer Mathur.

1. BLUE FOR “NIVEA”
A CASE STUDY

2. what’s in the name?
Nivea was derived from the Latin words nix, nivis , meaning “snow” or “of
snow.”
The skin which stays white as snow

3. Nivea has come a long way..

4. Background
•Nivea is a brand of a German company Beirsdorf, overtaken by Oscar Troplowitz in 1890.
•Expanded into South & Latin America , Eastern Europe and Asia.
•Expanded the brand to a full range of skin care & personal care products.
•Became the ideal of female beauty in Europe.
•The brand had a 15% market share in the global skin care products market in 1990.
•Most trusted Skin care brand by consumers in 12 European countries.

5. EVOLUTION OF THE BRAND

6. How has Nivea become the strongest
skin care brand?
It’s
my
Thinking
Time …

7. Performance Quality

10. PRODUCT LINE ANALYSIS
Nivea Hand

11. ADVERTISEMENTS
THEN
AND
NOW

12. Respecting Cultural Diversity While
Pursuing Global Brand Strategy
Nivea
continued its
international
expansion
with a series
of local
product
adaptations
while the
brand
appearance
was
standardized.

14. Marketing mix
PRODUCT PRICE
Nivea employs extensive research to target As a price leader,the company sets the
Key market segments. It gathers information company sets the price benchmark.
About consumers’ tastes , preferences , and Nivea needs to constantly review
Feedbacks. It also launches product testing prices if any new competitor joins the
Activities with consumers. Market.
PLACE PROMOTION
Nivea distributes through a variety of outlets Nivea selects promotional techniques
That are cost effective & reach as large no. of that appeal to the tastes of its target
Consumers as possible. It takes into account market through the range of mass
The environmental effects and transportation. Media available.The company arranges
promotional techniques to be
consumer-led through the line promotion.

15. Great Design
Packing up to 3
layers
Attractive design
Unique color

16. Let’s
buy
This !

17. Elaborately designed graphic
Carries information or brand name
Helps to identify the product
Describes the product
Grade the product

18. Giving information is getting trust

19. CORE VALUES
Its products meet consumers’ needs in every form.
It’s a mass market brand which offers the largest skincare
assortment to the people all over the world.
The brand has always been linked closed to its customers’
base.
It always works hard to keep its brand young , attractive and
energetic.

20. SUMMARY

21. DISCLAIMER
MADE BY:
NANDITA ARORA
(KANORIA COLLEGE, UNIVERSITY OF RAJASTHAN)
MARKETING INTERNSHIP UNDER PROF. SAMEER MATHUR