Phillip Kotler book case study

1. PragatiAgrawal (Group Leader)
SanyuktaAkoskar
Prakriti Budhwani
Rahul Jha
Pranshi Mahana
SaloniTapadia
HimaniTewani
Ramandeep Singh Pall
Omkar Rajpurkar

2.  Nivea is most recognized skin and beauty care brand in the
world.
 Nivea is a brand of Beiersdorf a German based company
which owns a various cosmetic products.
 Beiersdorf sold his company to OscarTroplowitz.
 By 1911, Oscar had developed the world’s first stable skin
cream based on a water-in-oil emulsion.
 Nivea has a brand image and value, largest skin care provider
in world.

3. Intense competition in skincare segments
 Popularity of other skincare brands
Criticism faced by Nivea
Brand image

4. STRENGTH
Market Leadership
Fame for Creative Messages
Affordable Price
WideVariety of Fragrances
EffectiveAdvertisement
WEAKNESS
Sublimal Publicity
Advertise only specific Products
OPPORTUNITY
Create New women products
Better Quality Standards
Continuous Innovation
THREATS
Risk of enhancing men sex appeal
Duplicacy of Products
SWOT

5.  Territory expansion
 Market potential is
growing
 Product Innovation
 Better Marketing
Techniques

6. •Global
•Product Line
Expansion
•Cultural Change
•Customer Needs
Strategies

7. Strategising
With Respect
To Customer
Diversification
as per market
Demand
Manufacturing
Customised
Product
Adapting
Social Changes

8. BRAND
MODERNISATION
INNOVATIOVE
APPROACH
PRODUCT RANGE
CONSUMER
SEGMENTATION
OVERSEAS
EXPANSION

9. Products are introduced as per the cultural
and national differences.
Convey message of mother child relationship.
Advertisements done strategically according
to customer targeted.
Series of local product adaptation.

10.  Improved product line up.
Nivea can stretch its product line for high
class consumer segment.
Nivea's future growth is in skincare products.
Nivea can use its brand image and good
reputation to increase product portfolio.