Marketing Project


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  • At first the company made adhesive tapes along with medical plasters and the first adhesive rubber. And Eucerit was the basis for the start of Nives Crème.
  • Dr. Oscar Troplowitz of the Beiersdorf Company used Eucerit as the base for a completely new kind of cosmetic cream: NIVEA Creme.
  • This slide shows Duffy, a Welsh singer, in her first endorsement in the United States.
  • Kristin Cavallari is a hit reality TV star, from the MTV show Laguna Beach. She is the face for Niveas New product “good-bye cellulit.e”
  • After watching these two commercials, it is clear that Nivea uses many different marketing techniques to attract customers. In the first one sex appeal is used, and in the second one it is more about the simpler things in life.
  • Marketing Project

    1. 1. Katie Ilaria Melissa Luneau Julie Moody Laura Shook
    2. 2. The start… <ul><li>Dr. Oscar Troplowitz bought the company Beiersdorf in Hamburg, Germany, from its founder Paul C. Beiersdorf in 1890. </li></ul><ul><li>The company didn’t start out being lotions, it started being adhesives. </li></ul><ul><li>A scientific advisor named, Professor Paul Gerson Unna alerted Dr. Troplowitz to the invention of Eucerit. </li></ul>
    3. 3. Product Variety <ul><li>500 different types of skincare </li></ul><ul><li>Target Market includes almost every age and category </li></ul><ul><li>It is present across all cosmetics and toiletries except oral hygiene through its different lines: Nivea Visage, Nivea Beauté, Nivea Hair Care, Nivea Creme, Nivea Soft, Nivea Body, Nivea Sun, Nivea For Men, Nivea Hand, Nivea Deodorant, Nivea Vital, Nivea Bath Care, Nivea Lip Care, Nivea Baby and Nivea Intimate Care and most recently Nivea Vital, which is targeted at the older consumer. </li></ul>
    4. 4. Product Quality <ul><li>Nivea products are all made up of recyclable plastic and no animal testing takes place. </li></ul><ul><li>Beirsdorf is currently in the process of removing alcohol from their products and adding natural elements. </li></ul><ul><li>Over 98% of the ingredients within NIVEA Creme are natural.   </li></ul><ul><li>One challenge Nivea is facing is their </li></ul><ul><li> new line of hair products and still </li></ul><ul><li>maintaining mostly natural ingredients. </li></ul>
    5. 5. Product Brand Name <ul><li>Nivea is known as Western Europe's &quot;most trusted brands&quot; list according to a Reader's Digest survey </li></ul><ul><li>Their known development for sub-brands ( Nivea Visage, Nivea Vital) help emphasize brand indentity and for consumers to personally pick a sub brand that is most beneficial to their specific needs. </li></ul><ul><li>Since all the sub-brands range from every target market and age, a loyal consumer can change their sub-brands as they age and mature. </li></ul><ul><li>Nivea’s sub-brands range from all ages and gender, it promotes family values as an aspect to their name. Along with family linked values, it focuses on newly and upcoming trends such as the Nivea “Goodbye Cellulite” product under the sub-brand Nivea Body. It guarantees results after only 2 weeks of using the product. </li></ul>
    6. 6. Product Design <ul><li>Depending on the product and certain sub-brand, the design varies with the target market. It always includes the original blue and white Nivea title but includes character and personality into each line. </li></ul><ul><li>Along with all these different designs of each sub brand. On the website , men, women, kids and teenagers all have different links to view according to what they are looking for. Advice, games and information according to the consumer is given. </li></ul>
    7. 7. Depending on the product and certain sub-brand, the design varies with the target market. Girls Kids Men Women
    8. 8. Product Services <ul><li>Nivea provides numerous advice, information, games and personal attention to each consumer. </li></ul><ul><li>Beiersdorf opened the world's first 'House of NIVEA' in Hamburg, Germany. The house offers different accommodations to its customers such as massages, and product. </li></ul><ul><li>There is a monthly newsletter available to sign up for free for customers to keep track of new product lines and news. </li></ul>
    9. 9. Nivea Visage
    10. 10. Nivea Beaute
    11. 11. Nivea Haircare
    12. 12. Nivea Creme <ul><li>The first Nivea Crème was invented in 1911. </li></ul><ul><li>The substance Eucerit was originally created for the medical field. </li></ul><ul><li>When creating the name they </li></ul><ul><li>chose Nivea, because of the </li></ul><ul><li>meaning. </li></ul><ul><li>“ niveus/nivea/niveum”, </li></ul><ul><li>which means snow white. </li></ul>
    13. 13. Nivea Creme
    14. 14. Nivea Soft
    15. 15. Nivea Body
    16. 16. Nivea Body
    17. 17. Nivea Sun
    18. 18. Nivea Sun
    19. 19. Nivea Soft
    20. 20. Nivea Body
    21. 21. Nivea for Men <ul><li>Nivea for Men covers all categories of men's grooming products, except razors and blades. </li></ul><ul><li>Deodorants and skin care account for the two fastest growing categories of men's grooming products. </li></ul><ul><li>Nivea for Men is present in all regions, although close to 60% of its sales are made in Western Europe, the </li></ul><ul><li>largest and one of the fastest growing regions for men's grooming products. </li></ul>
    22. 22. Nivea for Men
    23. 23. Nivea Hand
    24. 24. Nivea Hand
    25. 25. Nivea Deodorant
    26. 26. Nivea Deodorant
    27. 27. Nivea Vital
    28. 28. Nivea Bathcare
    29. 29. Nivea Lipcare
    30. 30. Nivea Lipcare
    31. 31. Nivea Baby
    32. 32. Nivea Intimates
    33. 33. Statistics <ul><li>Skin care is said to be their most important product area as of now, the second largest is deodorants with a growth of 7% in 2006. The third is men’s grooming products with a growth rate of 8%. </li></ul>
    34. 34. Global <ul><li>The company has focused on globally expanding and remaining an international product since 1913, in which they were already successfully producing 42 percent of their sales abroad. </li></ul>
    35. 35. Celebrity Endorsements Duffy…
    36. 36. Kristin Cavallari…
    37. 37. Interesting Marketing Idea… <ul><li>In Bangkok, a Nivea truck drove around with a stage and a woman showering in a frosted shower. This was to promote the new shower product. This angered some of the people of Bangkok. </li></ul>
    38. 38. Compare Commercials <ul><li>Nivea Sun Commercial </li></ul><ul><li>Nivea Creme Commercial </li></ul>
    39. 39. Bibliography <ul><li> </li></ul><ul><li> </li></ul>