3. • NIVEA IS A GERMAN BODY
CARE COMPANY OWNED BY
BEIERSDORF.
• NIVEA HAS ITS CUSTOMER
BASE IN MORE THAN 200
COUNTRIES.
• MARKET LEADER IN SKIN
CARE SEGMENT IN 46
COUNTRIES.
• AROUND 30% WOMEN USE
NIVEA PRODUCTS
WORLDWIDE.
4. HOW IT ALL BEGAN…
• In 1911, Pharmacist Dr. Oscar
Trolowitz recognised the
potential in Eucerit, an
emulsifier.
• He developed world’s first stable
skin care cream and named it
Nivea.
• NIVEA is derived from the Latin
word nix(snow) and nivis(of
snow).
6. • Well planned product strategy
• Believes in mass marketing
• Focuses on research to develop
new products that cater the needs
of customers with changing time
• Continuous product innovation
• Product mix
• Modernization of design,
packaging and labeling over the
years
14. WHAT WERE
THE KEY STEPS
IN MAINTAING
NIVEA’S
LEADING
POSTION IN
GLOBAL
FACIAL CARE
MARKET?
15. • Changed its logo, package design to look modern
and global.
• Extension of product lines targeting different
market segments like gender.
• Innovation and introduction of new products.
• Good analysis of geographical and cultural
diversity worldwide.
• Kept on changing its core values according to
market needs.
16. WHAT IS NIVEA’S STRATEGY IN
RESPECTING CULTURAL DIVERSITY WHILE
PURSUING GLOBAL BRAND STRATEGY?
17. • Considers cultural norms and diversity along with
geographical factors.
• For example:
Offers “healthy suntan” products in U.S. and Europe
while “sun-tan protection” products in tropical areas.
• Reliability and trust of being a global brand.
19. • Growth of product line depth.
• More choices for customers to pick from.
• Stretch its product line for high class customer segment
to increase profitability
• Acquisition of different brands or companies.
