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.

1. BRAND BUILDING STRATEGY FOR NIVEAA Strategic Brand Management Project4/2/2011STEVENS B SCHOOLPresented By:Nikita Sanghvi

2. Flow of Presentation4/2/2011STEVENS B SCHOOL

3. BRAND INVENTORY4/2/2011STEVENS B SCHOOL

4. INTRODUCTIONNivea 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 AGThe 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. 4/2/2011STEVENS B SCHOOL

5. HISTORY4/2/2011STEVENS B SCHOOL

6. BRAND ELEMENTSName: The brand has derived its name from the Latin word Nivius meaning "Snow White".Logo:The dainty art nouveau design of the original NIVEA tin was replaced by a much simpler look: The blue tin with the word NIVEA in white celebrated its debut in 1925.NIVEA’s visual identity:World-famous blue and white color combinationNIVEAblue - is not just any old blue, but “Ivocart NIVEA Blue B 65711”A special color mixed exclusively for NIVEA in a complex development processBlue = sympathy, harmony, friendship and loyalty White = external cleanliness as well as inner purityBlue and White = ideal for honest and appealing brand4/2/2011STEVENS B SCHOOL

7. MARKETING PROGRAM: PRODUCT4/2/2011STEVENS B SCHOOL

8. MARKETING PROGRAM: PRODUCT4/2/2011STEVENS B SCHOOLNivea Creme is an iconic beauty classic used by millions of women all over the world. It was the first true cosmetic moisturiser and is still the brand's signature product. MARKETING PROGRAM: PRODUCT4/2/2011STEVENS B SCHOOLNivea has expanded significantly to offer a comprehensive choice of moisturising, protection and care expertise in the face, body, hand, lip, men's, sun and deodorant markets.Skin Care—NIVEA Body, NIVEA Visage, NIVEA for Men, NIVEA Sun, NIVEA Baby, NIVEA Crème, NIVEA Vital, NIVEA Soft, NIVEA Hand, and NIVEA Lip.Personal Care—NIVEA Deo, NIVEA Beauty, NIVEA Hair Care, NIVEA Bath Care, and NIVEA Intimate Care.

9. MARKETING PROGRAM: PRODUCTProduct: Tag LineNivea Sun – The New Nivea Sun Makes The Sun GentleNivea Visage - Get Fair, Stay FairNivea Shower And Bath-delightfully Gentle And Creamily MildNivea Hair - Entire Care For Frequently Washed HairNiveoDeo: Aqua & Cool-the Deo That Even Cares For Your Skin4/2/2011STEVENS B SCHOOL

10. MARKETING PROGRAM: PRODUCT2006 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.4/2/2011STEVENS B SCHOOL

11. MARKETING PROGRAM: PRODUCTNivea 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 andCooling Gel Moisturiser, a light hydro gel, with Iso Magnesium and Mint ExtractsLess alcohol, more care4/2/2011STEVENS B SCHOOL

12. MARKETING PROGRAM: PRICESegment: Mass premium sectorNivea Cream 150MLMRP : Rs. 148.00Nivea Cream - 100 MLMRP : Rs. 109.00Nivea Cream (200Ml)MRP : Rs. 179.00 Combo-Nivea Cream 60MLMRP : Rs. 118.00Nivea Visage: Rs 109 and Rs 3294/2/2011STEVENS B SCHOOL

13. MARKETING PROGRAM: PROMOTIONSNIVEA India: First TV Commercial on AirThe 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 TBWA\India, 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 Kings4/2/2011STEVENS B SCHOOL

14. MARKETING PROGRAM: PROMOTIONTo 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. 4/2/2011STEVENS B SCHOOL

15. BRAND EXPLORATORY4/2/2011STEVENS 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

16. Building Brand Equity4/2/2011STEVENS B SCHOOL

17. QUALITATIVE RESEARCHFree AssociationBrand Personality & Values4/2/2011STEVENS B SCHOOL

18. Free Association4/2/2011STEVENS B SCHOOL

19. Questionnaire4/2/2011STEVENS B SCHOOL1.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. Kidsd. 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. Questionnaire4/2/2011STEVENS B SCHOOL8. 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. Oilyc. Smooth g. Value for moneyd. Caring9.If I say NIVEA what feeling does it evoke in you?a. Happy e. Likeb. Satisfied f. Goodc. Joy g. Freshd. Soft h. If Any other ---pls specify 10. Do you remember the TV commercial of NIVEA ? Y/ N11. 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)

21. KNOWLEDGE STRUCTURE4/2/2011STEVENS B SCHOOL

22. SFU Association4/2/2011STEVENS B SCHOOL

23. CBBE Pyramid4/2/2011STEVENS B SCHOOLResonance: Commitment: Continuous use in winter; Brand SwitchingJudgments:Wide range of products, Reliable, Consistent, Better products at low cost available Feelings: Freshness, Good , Satisfied, Soft, Sophistication UnsatisfiedPerformance: Caring & Protective, High Cost, Attractive Packaging, Pleasant Fragrance, High Quality, Mild, Gentle, Smooth, Less knowledge about its multiple functionsImagery: Blue tin & white logo, Used in winter since childhood, For dry skin, Sincere, Sophisticated, Targeted to males & females of age under 40 yrsSalience:Various products and purposes, Less recall

24. InferenceSalience: Nivea is not a top of the mind recall brand; it doesn’t fall into consideration set also ; no mention of the companySynonym with high quality and consistent performance but at high costThe white logo and blue tin is the ultimate brand imageThe knowledge about the brand breadth and depthis considerably good but the nodes are weakTargeted to males & females of age group under 40 yrsIt is observed that Nivea cream can only be used in winter because of its characteristics of oiliness and stickinessThe brand personality: Caring, Protective, Sincere, Reliable, Consistent, SophisticatedResonance:Upto a limitIMC Campaign: Frequency is too less; no ad of collectives product; not describing multiple uses of the product; difficult to relate with the Indian consumer4/2/2011STEVENS B SCHOOL

25. IMC PLAN4/2/2011STEVENS B SCHOOL

26. Steps in Developing Effective Communication4/2/2011STEVENS B SCHOOL

27. Communication ObjectiveInformative:Explaining multi-purpose uses of Nivea crème & similar product rangeTelling the market about the targeted segmentDescribing the wide spectrum of products To create the high visibility among the target segmentBuilding a brand & company imagePositioning it as the only companion for all times in the skincare category 4/2/2011STEVENS B SCHOOL

28. Designing a MessageMESSAGE CONTENTMusical Appeal: Captures the listener’s attention, can be linked with emotions, memories, & other experienceMESSAGE STRATEGYCognitive Strategy: Generic messageEXECUTIONAL FRAMEWORKSlice of LifeTestimonials4/2/2011STEVENS B SCHOOL

29. Designing a MessageMESSAGE STRUCTUREClose ended conclusionOne sided argumentStrongest argument last4/2/2011STEVENS B SCHOOL

30. Communication Tools SelectionFACTORS TO SELECT ADVERTISING MEDIAReach - Mass Premium Segment

31. Frequency - high / intense

32. Continuity: Continuous CampaignBASIS FOR MEDIA SELECTIONTarget-audience media habits

33. Product characteristics

34. Message characteristics

35. Cost4/2/2011STEVENS B SCHOOL

36. Communication ToolsMEDIA Print MediaNewspaper – Times of India, The Economic TimesFashion/ Personal Care magazines – India Today, GruhShobhaSupplements – The StrategistBroadcasting MediaTV advertisement – 3 Phases: Involve common peopleFilms oriented to youth: F.A.L.T.U., Break KeBaad, AishaElectronic MediaSocial Networking WebsitesYoutube – Broadcast the multiple use of Nivea by different peplethat will create involvement4/2/2011STEVENS B SCHOOL