This is a creative presentation about 'NIVEA'.It covers its marketing strategy,innovations,competitors,SWOT analysis along with the CASE STUDY of Kotler and Keller book.The three questions of case study are answered briefly.

1. Guys, what is
topic of
PRESENTATION
WHAT IS
THE
TOPIC!!!!
Ok,WAIT!! LET
ME TELL YOU
TOPIC BY A
STORY..
HURRY UP,GO
TO NEXT SLIDE

2. FEAR OF
SUN ‘S HEAT
????

4. BUT
WAIT…
I KNOW
WHO’S
GOT
ANSWER
GO TO THE
NEXT
SLIDE!!!!!

6. MY
TOPIC
A PERFECT
MATCH FOR
EVERYONE

7. BUT….

8. 1882:Paul
BEIERSDORF
established
medical
company
1890: Sold
the company to
OSCAR
TROPLOWITZ
1911:
OSCAR
developed
first stable
skin
cream(emu
lsion)
WOW!!
NIVEA
IS BORN

9. SEGMENT
Skin Care
and
Beauty
Products
TARGET
GROUP
Middle age
group
POSITIONING
Nivea is
positioned
in the
platform of
"Gentle
Care" and "
Wellness"
Identify
needs of
consumers
Target Consumers
Segmentation
and Competitors
Analysis
Fulfill consumers
needs and
demands
Strong Brand
Positioning
Smart
objectives

10. STABLE WATER-IN-OIL EMULSIONS WITH EUCERIT
 INCREASING THE SKIN’S ENERGY LEVEL WITH Q10
ACTIVATING THE PIGMENTATION OF UV-PROTECTED SKIN WITH GLYCYRRHIZIC ACID
ACTIVATING THE MOISTURIZING NETWORK WITH GLUCO-GLYCEROL
VITALITY FOR STRESSED CELLS – MAGNOLIA COMBINED WITH HYALURONAN AND
CREATINE
SYMSITIVE*:SPECIAL CARE FOR VERY SENSITIVE SKIN
NIVEA® Q10 FIRMING & SHAPING SHORTY
LICOCHALCONE AND GRAPE SEED OIL: PROTECTION AND CARE FOR SENSITIVE
SKIN

11. 1.) VASELINE 2.) PONDS
3.) JOHNSON
AND
JOHNSON
4.) LAKME
5.) L’Oreal
6.) YVES
ROCHER
7.) GARNIER
8.) LOVEA
AND MANY
MORE

12. DEO
SHOWERGEL
FACE
CREAMLIP TYPE
MOISTURISER
DARKSPOT
REDUCTION

13. In 2011,Restructing of Nivea’s portfolio and brand
appearance
Nivea’s square logo changed to classic
round blue logo with NIVEA in
middle
Packaging design changed
completely(cap of body lotion)
NIVEA for Men was renamed
NIVEA MEN
About 25% products were abandoned
which didn’t matched brand core
values

14. Q.1) What were key steps in
maintaining Nivea’s leading
position in global market?
MODERNISATION
OF BRAND
INNOVATIVE
APPROACH
PRODUCT
RANGE
CONSUMER
SEGMENTATION
OVERSEAS
EXPANSION

15. Q.2) Explain connection between cultural norms
and product choice.What is Nivea’s strategy in
respecting cultural diversity?
CLOSE
ATTACHMENT
WITH
CULTURE
DIRECT LINK
WITH
ALMIGHTY
AND
ANCESTORS
NIVEA
SUCCEEDS IN
MAKING A
RIGHT BALANCE
BETWEEN
CULTURE AND
ITS PRODUCT.

16. Beauty’ is valued the most by people in
Asian countries. So, Nivea made facial
creams that promoted fair complexion• ………………………………………………………………………………………
In Middle east countries, company’s prime
focus was to add local fragrance like Musk
• ………………………………………………………………………………………

17. Q.3) Discuss Nivea’s future.What should
Beiersdorf do next with product line?Where
is future growth for brand?

18. • BRIGHT FUTURE IN COMING YEARS
• WELL DEFINED FUTURE VISION AND
MARKETING STRATEGY
• BETTER UNDERSTANDING OF
CULTURAL NORMS AND VALUES
• UNIQUE STYLE
NIVEA’S
FUTURE
• INCREASING
COMPETITION
• MORE INNOVATIVE
DESIGN AND PRODUCTS
• NO COMPROMISE WITH
QUALITY
POSSIBLE
CHANGE
WITH
PRODUCT
LINE
• SPONSORSHIPS
• NO HARMFUL SKIN SIDE
EFFECTS INGREDIENTS
• CELEBRITY
ENDORSEMENTS
FUTURE
GROWTH

19. SUMMARY
MARKETING
STRATEGY
INNOVATION
COMPETITORS
VALUABLE
CHANGES
SWOT
ANALYSIS
PRODUCT
RANGE
ADVERTISEMENT
CASE STUDY
KYA
BAAT
!!

20. DISCLAIMER
 CREATED BY PRAHASTH BHUTANI ,UPES-DDN
DURING AN INTERNSHIP UNDER PROF.SAMEER
MATHUR,IIM-LUCKNOW