1. Brand Audit:Brand Audit:
NiveaNivea
Syeda Nawrin Hoque (ID# B1001009)
Sumaiya Afreen (ID#B1001014)
Nazifa Nushrat (ID#B1001038)
Nisa Nur Majumder (ID# B1001046)
Anika Tasmia Shawki (ID #B1001048)
Zaharatul Munir Sarah (ID#B1001049)

2. NiveaNivea
• The NIVEA® - most recognized skin and beauty care brands in the
world.
• First introduced in 1911 and the NIVEA brand now extends to 14
product ranges worldwide from sun care to facial moisturizers,
deodorant and shower products.
• NIVEA® is a German brand. This brand has a history of around 96
years. Nivea came into existence in the year 1911.
• The brand has derived its name from the Latin adjective
‘niveus/nivea/niveum’, meaning "Snow White".
• Nivea is famous worldwide for its face cream. Nivea Crème
created by Dermatologists was launched in 1911. The brand is
considered to be the first to take the skin care category from the

3. NiveaNivea
Nivea appears in the following brand league tables:
Rank 181 in the Global 500 2013.
Rank 4 in the Top 50 Cosmetics Brands 2013.
Rank 172 in the Global 500 2012.
Rank 5 in the Top 50 Cosmetics Brands 2012.
Rank 13 in the Germany 30 2012.
Rank 5 in the Top 50 Cosmetics Brands 2011.
Rank 145 in the Global 500 2011.
Rank 12 in the Germany 30 2011.
Rank 251 in the Global 500 2010.
Rank 281 in the Global 500 2009.
Rank 318 in the Global 500 2008.
Rank 241 in the Global 250 2007.
Data collected from brandirectory.com

4. 3.0 Brand Planning
3.1 Nivea brand category & strategic
group:
had grown from 6 product groups in
1993 to 15, including:
•Skin care
•Personal care
3.3 Competitors:

5. 3.4 Strategic group of Nivea
1990: already a global brand
moved into additional market segments by
adding new sub-brands
1990 and 2000: Nivea Brand sub-brand
gained seals growth and market share.
2005: leading international skin care company
and voted the most trusted brand
Management: decided to run their ‘Blue
Harmony’ campaign for its flagship product
Nivea Crème.

6. 3.5 Brand Positioning:
NIVEA Crème Brand Profiling
brand identity as a ‘care taker’ of skin-
• Care
• Mildness
• Reliability
• Gentleness
• Protection
• High quality
• Feeling good
Reasonably priced over time,
simple, plain, and informative advertisement.

7. 3.5.2 The Umbrella Brand
• 1980s :Beiersdorf recognized the growth
potential offered by the NIVEA brand
• High customer trust.
• expansion strategy in the1980s was
systematically continued in the 1990s
• NIVEA Crème is a large brand family with more
than 500 different products.
• NIVEA brand awareness : almost 100 %
• User : in more than 170 countries.

8. 4.0 Brand Building Assessment
• 4.1 Brand Values
• 4.2 Innovations & Brand Extensions
the first major initiative to extend the brand
to other products came in the1970s
first major extension was the launch of 'Nivea
For Men' aftershave in the 1970s
• 4.3 The 'Global-Local' Strategy:
From 1910 onwards: in Europe
 1920 onwards: in U.S market.

9. • 4.4 Diversification
• The softening and blurring of "male" and
"female" gender roles
• Increased spending on lifestyles with more
people attending gyms and caring about their
appearance
• New media developments.

10. • 4.4.1 The main reason to extend the brand to
different product categories
 going global
Different geographical condition
 in crease brand equity.
To compete with increased competition.
To include all group of consumers.

11. • 4.5 Communications, pricing, and
Distribution:
 ‘caretaker’ of your skin
 The ‘Blue Harmony’ Communication
Campaign
The color BLUE- a most favorable color of
mass people- the color of color of dreams (the
sky),calm (the night), faithful, pure love (the
Virgin Mary has been depicted in blue since
the 12th century), peace (UN peace seekers)

12.  timeliness, simple access, reasonable price.
Central distribution system:
• Main distributer: retailers.
• pharmaceutical stores: 65%
• from larger grocery chains: 35%
Environmental friendly green marketing.

13. Brand Growth Assessment
•Beiersdorf acted internationally since its beginnings. For
example, the first trading links to companies in the USA
were set up in 1893 – eleven years after the Company was
founded by pharmacist Paul C. Beiersdorf in Hamburg.
• In 1911 NIVEA became an international bestseller in a very
short time.
• In 1914, 42% of Beiersdorf's total sales of NIVEA and its
other brands were generated abroad with representative
offices in 34 countries – including licensed production in
Buenos Aires, Copenhagen, Mexico City, New York, Paris,
Sydney, and Moscow.
• The Company entered the Chinese market shortly
thereafter.

14. 6.0 Qualitative Research Process
three levels of progressive process:
1.exploration of the existing or prior research
studies
2. interview with company personnel and
brand tracking survey
3. implementing qualitative research

15. 7.0 Brand exploratory
• 7.1 Customer Knowledge:
• 7.2 Source of brand Equity:
the most recognized personal care product
brands in the world
snow-white logo and blue harmony tin
package
quality of Nivea, credibility and innovation

16. Brand Exploratory
• 6.3 Product endorser
celebrity endorsement advertising campaign :
spokes model promoting Nivea’s product.
6.4 Sports & Culture
• Football match between south Africa and
Rwanda : sponsored and organized by Nivea
group : goal to support deprived children and
young people .

17. • 6.5 Global partnership for social involvement
May 11 2010: Nivea and global children's aid
organization have announced their immediate
cooperation under the motto "We care &
connect: goal to give socially disadvantaged
children and youth a better future through
education.
6.6 Technology: “With the new I-phone
application NIVEA FOR MEN comes very close
to the main target group,”

18. 6.7 The customer based Brand Equity
Pyramid (CBBE)