The success story of Nivea, the leading skin care brand in the world.

1. Because, We care!

2. Paul C. Beiersdrof
Acquired it anew with innovative
products like the world’s first liquid
cream’---- Nivea Milk
Paul C. Beiersdrof
Established in 1882, with a patent for
medical plasters
Oscar Troplowitz
By 1911, developed the world’s first
stable skin cream based on water-in-oil
emulsion

3. First of it’s kind.
Nivea means “of snow” with which the
core benefit came into light.
Adapted different strategies keeping the
cultural diversity in mind
Innovated new products from time to
time.
Came back stronger after it’s setback.

4.  Pricing pressure of local private
farms.
Setback during World War II
“White is beauty” tagline ran into
controversary and had to be
withdrawn, creating confusion.

5. Countries touched by Nivea
Africa
Europe
Asia
Middle
East
North
America
South
America
Germany

7. Evolution through the Ages
Similarity between the recent and oldest logo- giving it a traditional touch

9. connecting care with
mother, Nivea easily
became acceptable to
the masses
This tag revolutionized
the man’s world and
marked the entry of
beauty cosmetics in
their world
It opted different taglines for different
products to give an overview. Some of the
appreciables were:

10. Marketing Strategy
Advertisements
Celebrity faces with whom common masses can relate to!

11. Attracting the shopaholics
Means of promotion

12. Give it a read!!

13. Q1. What were the key steps in maintaining Nivea's leading
position in the global facial care market?
1. Nivea changed its logo, packaging appearance to look modern and
global.
2. It adapted ergonomic designs to comfort its consumers for using.
3. Nivea increased length of its product line by introducing its products in
new areas.
4. It kept on changing its core values according to market needs, but
continued to innovate.
5. Nivea identified the new market by observing the increasing needs of
cosmetics for men.

14. Q2. Explain the connection between cultural norms and product
choice. What is Nivea's strategy in respecting cultural diversity
while pursuing a global brand strategy?
Nivea continued its international expansion strategy with a series of local
product adaptations while the brand appearance was standardized.
In Asian countries, for example, facial products sold much better since
they contained gradients promoting a fair complexion whereas in the
Middle east local fragrances like musk were used.
Nivea Sun offers a complete range of caring products for the whole family,
from sun sprays to children's protection and sunless tanning products.

15. Q3. Discuss Nivea's future? What should Beiersdorf do next
with its product line? Where is the future growth for the brand?
1. Personally what I feel is that there is a lot of scope in Nivea's product line
depth. Though of various sizes but there is only one face cream of Nivea.
2. Nivea can stretch its product line for high class consumer segment, where sales
might be less but profitability will be more. It can come with exclusive offers and
facilities for them such as sponsoring a fashion event and inviting its loyal
customers.

17. Nivea has always responded to
it’s customer’s call. It made
time to time changes keeping up
with customer’s
recommendation , making it
acceptable to the masses.

18. This presentation is made by Trishita Majumder,
Jadavpur University during a marketing internship
under Prof. Sameer Mathur, IIM Lucknow