This document provides a strategic brand management presentation for Nivea. It includes sections on the brand inventory, introduction, history, brand elements, marketing program including products, price, promotions, and brand exploratory research. Qualitative research in the form of free association, questionnaires, and knowledge structure is also presented. The document concludes with developing an effective integrated marketing communications plan.
This powerpoint presentation contains a detailed case study of Nivea brand which is mentioned in chapter 13- Setting Product Strategy, Page-426-427 of Philip Kotler's book on Marketing Management.
Nivea exploits the potential of a full-screen takeover to create a perfect product showcase environment and encourage use of the Facebook store built for its male consumer audience
This is a mini case study review of NIVEA uploaded as an assignment for the marketing internship under Prof.Sameer Mathur.
Do check it out and please review.
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
This powerpoint presentation contains a detailed case study of Nivea brand which is mentioned in chapter 13- Setting Product Strategy, Page-426-427 of Philip Kotler's book on Marketing Management.
Nivea exploits the potential of a full-screen takeover to create a perfect product showcase environment and encourage use of the Facebook store built for its male consumer audience
This is a mini case study review of NIVEA uploaded as an assignment for the marketing internship under Prof.Sameer Mathur.
Do check it out and please review.
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
Nevia case study analysis by Dinker VaidDinker Vaid
Nivea for Men Case Study.
Nivea exploits the potential of a full-screen takeover to create a perfect product showcase environment and encourage use of the Facebook store built for its male consumer audience.
Background
Award-winning skincare brand Nivea launched a campaign in 2011 to encourage women to buy Nivea For Men products as Christmas gifts for males through their Facebook store.
The presentation describes a cleanliness campaign named "Swachchhata" for Ahmedabad city. It mainly focuses on creating Swachchhata as a brand.It also describes the IMC campaign for the whole project.
The Report describes a cleanliness campaign named "Swachchhata" for Ahmedabad city. It mainly focuses on creating Swachchhata as a brand.It also describes the IMC campaign for the whole project.
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Through the market survey and personal interviews I suggested a new financial proposal for the Liverpool Retail India Ltd. My suggestions included that the company should keep their merchandise in the new format of retail outlets i.e. Large Format Stores
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Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
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Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
This is a presentation by Dada Robert in a Your Skill Boost masterclass organised by the Excellence Foundation for South Sudan (EFSS) on Saturday, the 25th and Sunday, the 26th of May 2024.
He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
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What is the purpose of the Sabbath Law in the Torah. It is interesting to compare how the context of the law shifts from Exodus to Deuteronomy. Who gets to rest, and why?
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The map views are useful for providing a geographical representation of data. They allow users to visualize and analyze the data in a more intuitive manner.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
4. INTRODUCTION Nivea is a German brand marketed in India by NIVEA India Pvt. Ltd. NIVEA India Pvt. Ltd, owner of the No.1 skin care brand in the world, started operations in India in 2006, as a 100% affiliate of the global cosmetics & toiletries giant Beiersdorf AG The Nivea brand, has been present in India for about 40 years but the subsidiary was set up only in 2006. This brand has a history of around 100 years. Nivea came into existence in the year 1911. 4/2/2011 STEVENS B SCHOOL
9. MARKETING PROGRAM: PRODUCT Product: Tag Line Nivea Sun – The New Nivea Sun Makes The Sun Gentle Nivea Visage - Get Fair, Stay Fair Nivea Shower And Bath-delightfully Gentle And Creamily Mild Nivea Hair - Entire Care For Frequently Washed Hair NiveoDeo: Aqua & Cool-the Deo That Even Cares For Your Skin 4/2/2011 STEVENS B SCHOOL
10. MARKETING PROGRAM: PRODUCT 2006 has seen the launch of several innovative new products. Nivea transferred its nourishing, tanning and firming expertise into the new and rapidly growing gradual tanning segment with the launch of Nivea body Sunkissed Skin, a daily moisturiser with a hint of tan, which also helps firm the skin. Nivea body Age Defying Lotion, formulated to replenish the levels of Creatine in skin, helping boost the skin's natural anti-ageing process. Nivea Deodorant Pearl & Beauty, a deodorant offering 24-hour protection along with pearl extracts designed to leave underarms feeling smooth and cared for. Also new for the 2006 Sun market is immediate protection for children in spray and lotion formulations, forming part of the new NIVEA Sun Children's SPF 50+ range. 4/2/2011 STEVENS B SCHOOL
11. MARKETING PROGRAM: PRODUCT Nivea for Men line included Two new fairness products - a Whitening Moisturizer and Multi-White Whitening Facial Foam. Deodorant Aqua Cool, Multi Protecting Facial Foam, Moisturizing Shaving Foam, Shaving Gel and Cooling Gel Moisturiser, a light hydro gel, with Iso Magnesium and Mint Extracts Less alcohol, more care 4/2/2011 STEVENS B SCHOOL
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13. MARKETING PROGRAM: PROMOTIONS NIVEA India: First TV Commercial on Air The newly founded Beiersdorf affiliate NIVEA India aired the first TV commercial in major TV-channels and cinemas in 2006. The massive integrated campaign showed uplifting results: NIVEA Creme sales in July and August like-for-like increased by 143.2 %. Total NIVEA sales grew by 121.8 % in the same period. In collaboration with TBWAndia, the NIVEA marketing team produced two scenes to add some "Indian Masala" to the highly successful international NIVEA Creme spot. The TV spots flanked by a print campaign as well as extensive point-of-sale material and consumer promotions Official face care partner of IPL team Chennai Super Kings 4/2/2011 STEVENS B SCHOOL
14. MARKETING PROGRAM: PROMOTION To launch a new skin care campaign to mark the 100th year celebration of renowned cream brand Nivea. (With the business strategy “Focus on Skin Care. Closer to Markets) The campaign titled “100 Years Skincare for Life” will be launched in May. To reach new target groups, Nivea will launch its largest ever digital mobilization campaign in social media along with International star Rihanna and it is expected to generate over one billion page views per week. Another focus in Nivea’s 100th birthday year is the support of a special project for socially disadvantaged children undertaken by Nivea in global partnership with the children aid organization Plan International. Aiming to take the 100th anniversary straight to the consumer NIVEA will be throwing a “thank you” event to celebrate with consumers from around the globe. 4/2/2011 STEVENS B SCHOOL
15. BRAND EXPLORATORY 4/2/2011 STEVENS B SCHOOL “In many countries, consumers are convinced that Nivea is a local brand, a mistake which Beiersdorf, the German makers, take as a compliment.” As quoted on leading brand consultancy Wolff-Olins' website, www.wolff-olins.com
19. Questionnaire 4/2/2011 STEVENS B SCHOOL 1.Which Brand(s) comes to your mind when you think of Personal Care ? 2. Which brand "do you use"/ "would you prefer" in Personal Care category in general? 3. NIVEA is targetted to: (Multiple Selection) a. Female (Under 40yrs) b. Male (Under 40yrs) c. Kids d. Old age (M/F & 40+ years) 3. Do you know the product portfolio of NIVEA? 4. If Yes to the above Question, please mention its product portfolio? 5.In what ways is NIVEA Brand similar and different from Personal Care Brands? 6. When & Where do you use NIVEA & please mention the product category also. 7.If the brand were to come alive as a person, what would it be like (You can give the name of any known personality with his or her characteristics)? What would it talk about?
20. Questionnaire 4/2/2011 STEVENS B SCHOOL 8. Rate the NIVEA on the scale of 1-5 (where 1= Least and 5= Highest) over the following parameters: a. Gentle e. Sticky b. Protective f. Oily c. Smooth g. Value for money d. Caring 9.If I say NIVEA what feeling does it evoke in you? a. Happy e. Like b. Satisfied f. Good c. Joy g. Fresh d. Soft h. If Any other ---pls specify 10. Do you remember the TV commercial of NIVEA ? Y/ N 11. Rate the personality of NIVEA on the scale of 1 - 5 (where 1 = not at all descriptive and 5= Descriptive) over the following parameters: a. Sincerity ( down-to-earth, honest, wholesome, cheerful) b.Excitement ( daring, spirited, imaginative, up-to-date) c. Competence ( reliable, intelligent, successful) d. Sophistication ( upper class, charming) e. Ruggeddness ( outdoorsy, tough)
23. CBBE Pyramid 4/2/2011 STEVENS B SCHOOL Resonance: Commitment: Continuous use in winter; Brand Switching Judgments: Wide range of products, Reliable, Consistent, Better products at low cost available Feelings: Freshness, Good , Satisfied, Soft, Sophistication Unsatisfied Performance: Caring & Protective, High Cost, Attractive Packaging, Pleasant Fragrance, High Quality, Mild, Gentle, Smooth, Less knowledge about its multiple functions Imagery: Blue tin & white logo, Used in winter since childhood, For dry skin, Sincere, Sophisticated, Targeted to males & females of age under 40 yrs Salience: Various products and purposes, Less recall
24. Inference Salience: Nivea is not a top of the mind recall brand; it doesn’t fall into consideration set also ; no mention of the company Synonym with high quality and consistent performance but at high cost The white logo and blue tin is the ultimate brand image The knowledge about the brand breadth and depthis considerably good but the nodes are weak Targeted to males & females of age group under 40 yrs It is observed that Nivea cream can only be used in winter because of its characteristics of oiliness and stickiness The brand personality: Caring, Protective, Sincere, Reliable, Consistent, Sophisticated Resonance:Upto a limit IMC Campaign: Frequency is too less; no ad of collectives product; not describing multiple uses of the product; difficult to relate with the Indian consumer 4/2/2011 STEVENS B SCHOOL
27. Communication Objective Informative: Explaining multi-purpose uses of Nivea crème & similar product range Telling the market about the targeted segment Describing the wide spectrum of products To create the high visibility among the target segment Building a brand & company image Positioning it as the only companion for all times in the skincare category 4/2/2011 STEVENS B SCHOOL
28. Designing a Message MESSAGE CONTENT Musical Appeal: Captures the listener’s attention, can be linked with emotions, memories, & other experience MESSAGE STRATEGY Cognitive Strategy: Generic message EXECUTIONAL FRAMEWORK Slice of Life Testimonials 4/2/2011 STEVENS B SCHOOL
29. Designing a Message MESSAGE STRUCTURE Close ended conclusion One sided argument Strongest argument last 4/2/2011 STEVENS B SCHOOL
36. Communication Tools MEDIA Print Media Newspaper – Times of India, The Economic Times Fashion/ Personal Care magazines – India Today, GruhShobha Supplements – The Strategist Broadcasting Media TV advertisement – 3 Phases: Involve common people Films oriented to youth: F.A.L.T.U., Break KeBaad, Aisha Electronic Media Social Networking Websites Youtube – Broadcast the multiple use of Nivea by different peplethat will create involvement 4/2/2011 STEVENS B SCHOOL
37. Communication Tools Sponsorship TV Serial; Skin Care Awards: Most Beautiful Face, Most Smooth Skin, Most Gentle Skin Sales Promotion Bundling 4/2/2011 STEVENS B SCHOOL
38. Communication Tools TV Ad Multiple Uses of Nivea Cream; It protects my skin from the cold It helps small injuries heal faster It smoothes areas of dry skin It gently removes make-up Its fragrance make us feel fresh It is perfect for any occasion My dry hands long for it It soothes the skin after shaving Demonstrate all the products all together; Around the World Tour and the only companion all the times 4/2/2011 STEVENS B SCHOOL
39. Communication Tools In-Store Promotion Kiosk: Displaying the products in attractive manner; may be the whole range can be displayed all together: Visibilty at Point of Purchase New Media Technique Advertorials - An advertorial is an advertisement in the form of an editorial. The Strategist, The Times Life 4/2/2011 STEVENS B SCHOOL