MINI Case study of Nivea product startegy

1. Where You Open The Lid For Memories
of Care

2. The Name That Envelopes the
FEEL
Because you Would always choose
a product that
stays with you
From childhood to old age
From your mother to your son

3. BRANDING OF CARE

4. How did a Skin Care Brand Get
Global Success?
The Company started by a pharmacist was
owned by Oscar Troplowitz in 1991 and
with an invention of
“World’s First Stable Face Cream” that
protects the skin so that it remains as
SNOW,
And in 2013 the global brand awareness
for Nivea is 93% with brand values
Trust Care Closeness

6. PRODUCT
and
QUALITY
a Point Of
Differentiation Investment in
RnD
To create
Familiar but
surprising
features
Glo
bal Brand that
Preserved
Local Tastes
Execcenlt
Designs &
Brand Visibility
Innovative
marketing
strategies
Linear and
Horizontal
Extension
under
Brand Umbrella
Nivea is an innovator of
unique Body Lotions, Skin
Cream, for Men, in Shower
Body Moisturizer
Easy to use and attractive product
designs
Innovations with lids and shapes,
features of the product packaging
Nivea launched ‘healthy suntan’
and ‘skin whitening’ for Asia and
uses local fragrances like Musk in
MIddle east
Consistent in launching new
products with exciting contents
Nivea launched ‘healthy suntan’
and ‘skin whitening’ for Asia and
uses local fragrances like Musk in
MIddle east
Direct Marketing
Blue santa Clause
Event Marketing
Mass media advertisements
STRATEGY

7. THE PERFECTLY DIFFERENTIATED PRODUCTS
●
●
●
●
●
●
●
●
➢ Well Designed Products
➢ Easy To Use
➢ Attractive Packaging
➢ Simple and Bold
➢ Functional Benifits
➢ High Visibility
➢ Pleasing while Shopping with self
service
➢ Easily Differentiable

8. TARGET MARKET :
● Broad market including all age groups
● All Genders
● Mainly Middle Class and High Class
SEGMENTATION :
● Geographical
● Psychological
● Demographic
● Behavioural
BRAND VALUE :
● Care
● Trust
● Closeness
BRAND POSITIONING :
● High range of quality skin
care products

9. HOW IS NIVEA SO CONSISTENT WITH
SUCCESS??

10. RELAUNCHES
NIVEA has 42% sale outside Germany
It has spread the business in 34 Countries
Then WHY to Relaunch the Product?
&
HOW?

11. ADAPTING THE NEW FUTURE
PRODUCT LOOK
More appealing design, dye & Typography
ELIMINATION OF OF BEAUTY
AS CORE VALUE
All beauty products were replaced by Innovative
body care products
POSITIONAL STRATEGY
Changed with the change in the definition of
Beauty
ELIMINATION OF PRODUCTS
WHICH DID NOT FOLLOW
THE CORE VALUE
About 25% products were Eliminated

12. RISK AND CHALLENGES NIVEA FACES

13. COMPETITION
Innovations With
Consistent
essence of NIVEA
Maintaining
Low Price &
Gaining max
Profit
Campaigns for
segmentation
for Sensitive
Issues like Skin
Color

14. QUESTIONS

15. DISCLAIMER
CREATED BY
SHUBHRA DESHPANDE
DURING THE MARKETING INTERNSHIP
UNDER THE GUIDANCE OF
PROF. SAMEER MATHUR, IIM LUCKNOW

16. Explain The Connection Between Cultural Norms
and Product Choice in NIVEA’S Strategy.

17. ● Humans are social animals and hence our psychology is highly affected by the
cultural norms we follow. Choice or the ability to choose is mainly influenced
by the psychology and current environment and hence culture does perform
big role in choice.
● Nivea understands it and uses this psychological and geographical
segmentation for “connecting consumer”.
● Using local ingredients in products, like Musk fragrance in MIddle east or
satisfying local needs like fairness featuring products for Asia gives customer
the feeling of customization & connectivity.
● For a skin care brand with values like Nivea, Emotional Branding is a must.
● Considering ‘Cultural norms’ has enriched Nivea’s strategy.

18. ● Adaptive Nature
● Relaunching product with new needs of targeted market
● GIving preference to core values
● Focusing on Linear Expansion
● Customization with proper and clear segmentation
● Simple and Bold Attitude
● Slogans like “ whatever skin you are in” and Campaigns like “Only Me”
produced domination as well as customer value.
● Care and Closeness as a core values gained Consumers Trust for the brand

19. What Were Key steps in maintaining Nivea’s
leading position in the global face market?

20. SUMMERY

21. ➔ ATTITUDE OF NIVEA
➔ SUCCESS STORY
➔ BRANDING OF NIVEA
➔ MARKETING AND PRODUCT STRATEGY
➔ DIFFERENTIATING STRATEGY
➔ RELAUNCHES OF NIVEA
➔ RISK AND CHALLENGES