A BRIEF ANALYSIS OF NIVEA DURING A MARKETING INTERN UNDER PROF.SAMEER MATHUR.

1. NIVEA - A CASE STUDY

2. WHAT DOES THE
NAME NIVEA
MEAN ?
• NIVEA COMES
FROM A LATIN
WORD ‘NIVIS’
MEANING SNOW.

3. TIME TO GO BACK
TO THE PAST

7. What were the key steps in maintaining
Nivea’s leading position in the global facial
market?

9. • Nivea applies the
principle of point of
difference.
• Nivea continuously
changes its core
values with constant
product innovation.
• Nivea focuses
heavily on research
and comes out with
new products to
cater the needs of
the consumer.

10. DIRECT MARKETING :
• Periodic emailing to
more than one million
user database.
Non Traditional
Marketing :
• Blue Santa Claus
giving gifts on
Christmas.
• Nivea’s beach balls

11. EVENT MARKETING

14. WHAT IS NIVEAS’
STRATEGY IN
RESPECTING
CULTURAL
DIVERSITY
WHILE
PURSUING
GLOBAL BRAND
STRATEGY?

15. • Nivea adapts
marketing
products locally for
example Fairness
Creams in South
Asia.

16. LETS DISCUSS ABOUT NIVEAS’
FUTURE...

17. • WHAT SHOULD
BEIERDORF DO
NEXT WITH ITS
PRODUCT LINE???
WHERE IS THE
FUTURE GROWTH
FOR THE
BRAND???

18. INCREASE PRODUCT DEPTH
FOR MEN SKIN CARE
COMPLEMNTARY
MARKETS
EG : HAIRCARE
PRODUCTS
PRODUCT LINE EXPANSION

20. SUMMARY

21. CREATED BY : ABHISHEK PRASAD ,
B.TECH , NIT TRICHY
DURING A MARKETING
INTERNSHIP.
GUIDED BY : PROF.SAMEER MATHUR ,
IIM LUCKNOW.