The document discusses Nivea's marketing plan for relaunching its Nivea For Men brand in the UK in 2008. The plan involved conducting market research, setting SMART objectives to increase sales and market share, and implementing marketing strategies including product development, experiential promotions using sports partnerships, and a mix of above and below-the-line advertising. Nivea evaluated the plan's success using key performance indicators showing increased sales, market share, and brand image ratings, demonstrating the plan met its targets.
Setting Product Strategy Nivea Mini caseSachin Sharma
Nivea is the most recognized skin care brand globally and originated in Germany in 1882. It has since expanded to over 150 countries with a wide range of skin care products. Through market research and strategic planning, Nivea has been able to adapt products to local markets while maintaining a consistent brand image. Key to Nivea's success has been continuous evaluation of marketing activities and setting measurable goals to increase sales, market share, and brand perception. This has allowed Nivea to strengthen its position as the number one skin care brand.
Nivea is a large global skin and body care brand owned by German company Beiersdorf. In 2008, Nivea re-launched its Nivea for Men range and developed a marketing plan using past performance data and sales forecasts. The plan focused on product development to meet consumer needs, experiential marketing to build emotional connections, and promotions to attract new customers. Key performance indicators like market share, sales, and brand ratings were used to assess the relaunch's success.
The document discusses a marketing campaign by Nivea For Men to create brand awareness on Facebook. The campaign objectives were to reach female users aged 25-54 and drive them to the Facebook store to purchase gifts. Through advertisements on television and a takeover concept on targeted sites, the campaign provided opportunities to interact with Nivea's product range. Results included over 11,000 customers and 29 million impressions. The key to success was using Say Media's full-screen ad frames to showcase all products and drive consumers to the website.
Beiersdorf extended its Nivea brand to 14 product categories globally to increase brand equity and tap new consumers. While umbrella branding allows leveraging a strong brand name across products, it risks diluting the core brand values if not managed properly. Nivea developed a framework ensuring extensions added value for consumers and maintained the brand's positioning as a mass market, natural skin care brand appealing to all ages through consistent, globally standardized products.
- Dr. Oscar Troplowitz bought the company Beiersdorf in Hamburg, Germany in 1890 which originally focused on adhesives before expanding into lotions.
- Nivea produces over 500 skincare products across many sub-brands like Nivea Visage, Nivea Creme, and Nivea for Men targeted at different age groups and markets.
- Nivea emphasizes natural ingredients, recyclable packaging, and avoids animal testing with over 98% of ingredients in Nivea Creme being natural.
Nivea is a skin care brand established in 1911 by Beiersdorf. It celebrated its 100th anniversary in 2011 with a campaign featuring Rihanna. The brand is known for its blue and white logo and packaging. It has a strong market share but sees Nivea cream as mainly a winter product. To increase sales to men, Nivea launched a campaign allowing women to purchase gifts for men that were customized with photos of them from Facebook.
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.
Nivea is a German skincare brand owned by Beiersdorf that has expanded globally. To maintain growth while preserving its brand equity, Nivea introduced sub-brands in the 1990s to cater to specific market segments. This complicated Nivea's messaging until it established a unique identity as a caretaker of skin through simple advertising. Nivea then used non-traditional marketing like beach balls and buses to strengthen its brand recognition worldwide. While sub-brands allowed for continuity and innovation, it also weakened the core Nivea brand. Nivea strived to balance its sub-brand strategy with maintaining the original Nivea image.
Setting Product Strategy Nivea Mini caseSachin Sharma
Nivea is the most recognized skin care brand globally and originated in Germany in 1882. It has since expanded to over 150 countries with a wide range of skin care products. Through market research and strategic planning, Nivea has been able to adapt products to local markets while maintaining a consistent brand image. Key to Nivea's success has been continuous evaluation of marketing activities and setting measurable goals to increase sales, market share, and brand perception. This has allowed Nivea to strengthen its position as the number one skin care brand.
Nivea is a large global skin and body care brand owned by German company Beiersdorf. In 2008, Nivea re-launched its Nivea for Men range and developed a marketing plan using past performance data and sales forecasts. The plan focused on product development to meet consumer needs, experiential marketing to build emotional connections, and promotions to attract new customers. Key performance indicators like market share, sales, and brand ratings were used to assess the relaunch's success.
The document discusses a marketing campaign by Nivea For Men to create brand awareness on Facebook. The campaign objectives were to reach female users aged 25-54 and drive them to the Facebook store to purchase gifts. Through advertisements on television and a takeover concept on targeted sites, the campaign provided opportunities to interact with Nivea's product range. Results included over 11,000 customers and 29 million impressions. The key to success was using Say Media's full-screen ad frames to showcase all products and drive consumers to the website.
Beiersdorf extended its Nivea brand to 14 product categories globally to increase brand equity and tap new consumers. While umbrella branding allows leveraging a strong brand name across products, it risks diluting the core brand values if not managed properly. Nivea developed a framework ensuring extensions added value for consumers and maintained the brand's positioning as a mass market, natural skin care brand appealing to all ages through consistent, globally standardized products.
- Dr. Oscar Troplowitz bought the company Beiersdorf in Hamburg, Germany in 1890 which originally focused on adhesives before expanding into lotions.
- Nivea produces over 500 skincare products across many sub-brands like Nivea Visage, Nivea Creme, and Nivea for Men targeted at different age groups and markets.
- Nivea emphasizes natural ingredients, recyclable packaging, and avoids animal testing with over 98% of ingredients in Nivea Creme being natural.
Nivea is a skin care brand established in 1911 by Beiersdorf. It celebrated its 100th anniversary in 2011 with a campaign featuring Rihanna. The brand is known for its blue and white logo and packaging. It has a strong market share but sees Nivea cream as mainly a winter product. To increase sales to men, Nivea launched a campaign allowing women to purchase gifts for men that were customized with photos of them from Facebook.
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.
Nivea is a German skincare brand owned by Beiersdorf that has expanded globally. To maintain growth while preserving its brand equity, Nivea introduced sub-brands in the 1990s to cater to specific market segments. This complicated Nivea's messaging until it established a unique identity as a caretaker of skin through simple advertising. Nivea then used non-traditional marketing like beach balls and buses to strengthen its brand recognition worldwide. While sub-brands allowed for continuity and innovation, it also weakened the core Nivea brand. Nivea strived to balance its sub-brand strategy with maintaining the original Nivea image.
Nikita Sanghvi presented a case study on the Nivea brand. Nivea started as a single skin cream product in Germany in 1912 and expanded its product range and global footprint over the decades. In the 1990s and 2000s, Nivea followed a sub-brand strategy with separate budgets and marketing for individual product lines, which weakened its unified brand image. A new CEO developed a brand philosophy in the 1990s to maintain Nivea's association with universality and implemented guidelines to communicate consistent brand values across all sub-brands and marketing. By 2005, Nivea had grown to 15 sub-brands while preserving its reputation as a skin care specialist.
1) Nivea is a global skin care and body care brand owned by German company Beiersdorf that was started in 1911.
2) It has grown to become the largest skincare brand in the world through expanding its product lines, maintaining quality, and adapting to local cultures globally.
3) Moving forward, Nivea will focus on strengthening its brands, innovating, expanding in emerging markets like China and India, and acquiring other skin and beauty care brands.
This document provides a marketing communication analysis of Nivea's launch of its Stress Protect deodorant in the UK and Germany in 2013. It summarizes the key details of the campaign, including the target audience of women aged 18-35, and the integrated marketing strategy using social media, mass media, promotions and buzz. While awareness was created, the document notes purchase was not necessarily converted due to the low involvement product. It recommends improving the integration across touchpoints and use of promotions to encourage trial.
Managing a brand
This document provides a history of the Nivea skin care brand from its founding in 1882 to present day. Some key points:
- Nivea was founded in Germany in 1882 and launched its first mass market skincare cream in 1922.
- Over the decades, Nivea expanded its product portfolio and launched operations in India in 2006.
- Nivea is known for its iconic blue and white branding and positioning itself as a trustworthy, reliable brand that provides care and protection for the family.
- The document outlines Nivea's brand architecture including its portfolio strategy, subbrands, and marketing programs to celebrate its 100th anniversary in 2011.
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
Nivea Marketing Plan for MBA (vinod bobade)Vinod Bobade
The document summarizes Nivea Visage's Career Enhancement Program for 2016. It lists the group members and provides an overview of Nivea Visage as a skin care brand owned by Beiersdorf. It discusses Nivea Visage's products, segmentation targeting younger consumers, and marketing strategies including pricing, placement, and promotional activities like product sampling and social media marketing. The document also includes a SWOT analysis and recommendations to help Nivea Visage adapt to emerging markets while maintaining its brand image.
This document provides an executive summary and introduction for a brand audit of the Nivea skin care brand. The purpose is to identify any challenges in achieving alignment between what customers believe about the brand, what they value, what the company communicates, and where they want to take the brand. The brand audit will examine Nivea's current brand health and positioning. It will gather information from customers to help determine if repositioning is needed and inform a sustainable brand strategy. The introduction provides background on Nivea as a global skin care brand known for trust, reliability and gentle care. It compares marketing and branding, defines brands, and discusses the importance of the brand experience over products.
Unilever launched its "Dove Real Beauty" campaign in 2004 to promote a broader definition of beauty and challenge stereotypes. The campaign was created in response to declining Dove sales from increased competition and advertising clutter. It featured everyday women of various shapes, sizes, ages and ethnicities in its advertisements. The campaign was highly successful, leading to significant increases in sales of Dove products and increased website traffic. It received praise for bringing awareness to issues of female body image and self-esteem.
I made this presentation on the creative decision making tree for NIVEA for its IMC. It should help one in knowing the basics of NIVEA and how we incorporated that information to come up with an IMC plan.
The document provides information on the Indian telecom industry and Vodafone's operations in India. Some key points:
- India's mobile subscriber base has grown from under 2 million in 2000 to over 812 million in 2011, with an annual growth rate of 73%. Vodafone has a 15% market share in India.
- Factors important to customers when choosing a provider include network quality, call rates, and value-added services.
- A brand analysis of telecom operators showed Vodafone had the strongest brand image and highest customer loyalty, though call rates were a weakness.
- The recommendations suggest Vodafone should focus on improving call rates and continuing large
The document provides details about a strategic management group assignment submitted to Prof. G. Ahmad Rana by a group of six students at the University of Central Punjab Lahore. The assignment addresses brand image, equity, and extension strategy for the Nivea brand. It also discusses Nivea's brand hierarchy and provides recommendations for next steps in Nivea's marketing program.
This document provides a case study on Nivea for Men's digital marketing campaign. Nivea for Men is a skincare brand launched in 1980 that now offers 29 products. The campaign strategy involved using ad frames and product images on websites to target women aged 25-54 planning to purchase gifts for men. The goals were to raise brand awareness, drive traffic to their Facebook store, and increase sales of their shaving and skin care products. The campaign increased brand awareness and engagement on Facebook and drove traffic and sales internationally and nationally. It was an effective digital marketing strategy for Nivea for Men.
Vim liquid is a dish washing brand launched by Hindustan Lever in 1993. It has since grown to become the market leader with 60% share of the Rs. 400 crore branded dish wash market through innovations like a 'Stain Cutter' formulation. HLL plans to grow Vim's turnover to Rs. 260 crore in 2022 by focusing on the flagship Vim Bar brand, which accounts for over three-fourths of sales. Vim liquid has slower growth as it targets urban areas with over 10 lakh population. The overall dish wash market size is estimated at Rs. 1,000 crore.
Dove launched its "Campaign for Real Beauty" to promote a broader definition of beauty beyond just "young, white, blonde and thin." The campaign included videos, ads featuring everyday women, and initiatives to improve women's self-esteem. It helped change perceptions of beauty and increase Dove's brand value, though some ads were criticized for not mentioning products. Dove's strategic decisions around marketing, branding and advertising, such as buying out the Grand Central Station billboards and participating in the Super Bowl, helped promote the campaign's message and brand.
very popular campaign by dove, using real models/customers to creat the comercials, was very sucessful. Presented in my Consumer Behavior class by D. Jomaa.
Nestle faced an ethical issue in the 1970s regarding the marketing of infant formula in developing countries. This led to infant deaths as mothers could not properly prepare the formula. Groups protested Nestle's promotion of formula over breastfeeding. When this became public, it resulted in boycotts of Nestle products. Nestle has since updated its policies but is still monitored by groups and subject to some ongoing boycotts over its practices.
Nike is an American multinational corporation that designs, develops, manufactures, and markets athletic footwear, apparel, equipment, accessories, and services. It was founded in 1964 as Blue Ribbon Sports and later changed its name to Nike in 1978. Nike utilizes global and local marketing strategies to maintain its position as a leader in the footwear and athletic apparel industries. The company focuses on product innovation, brand building through partnerships and sponsorships, and personalized marketing approaches.
This marketing plan document discusses Nivea For Men's approach to expanding its market share in the UK. It provides background on Nivea's brand history dating back to 1911. It then analyzes competitors like Dove Men+Care, L'Oreal, and Gillette who have established male skin care lines. The document identifies Nivea For Men's target audience of 18-45 year old males and 25-45 year old females. It acknowledges the challenge of competing in a crowded market and sets objectives to increase its market share by 15% in 12 months by launching a new marketing approach.
Nivea's marketing strategy focused on product expansion and geographic expansion. They developed over 500 products to target all customer segments and age groups globally. Nivea also strengthened their brand image through their "Beauty is..." campaign promoted through above and below the line advertising. This campaign helped connect Nivea to consumers and better respond to their needs worldwide.
Nikita Sanghvi presented a case study on the Nivea brand. Nivea started as a single skin cream product in Germany in 1912 and expanded its product range and global footprint over the decades. In the 1990s and 2000s, Nivea followed a sub-brand strategy with separate budgets and marketing for individual product lines, which weakened its unified brand image. A new CEO developed a brand philosophy in the 1990s to maintain Nivea's association with universality and implemented guidelines to communicate consistent brand values across all sub-brands and marketing. By 2005, Nivea had grown to 15 sub-brands while preserving its reputation as a skin care specialist.
1) Nivea is a global skin care and body care brand owned by German company Beiersdorf that was started in 1911.
2) It has grown to become the largest skincare brand in the world through expanding its product lines, maintaining quality, and adapting to local cultures globally.
3) Moving forward, Nivea will focus on strengthening its brands, innovating, expanding in emerging markets like China and India, and acquiring other skin and beauty care brands.
This document provides a marketing communication analysis of Nivea's launch of its Stress Protect deodorant in the UK and Germany in 2013. It summarizes the key details of the campaign, including the target audience of women aged 18-35, and the integrated marketing strategy using social media, mass media, promotions and buzz. While awareness was created, the document notes purchase was not necessarily converted due to the low involvement product. It recommends improving the integration across touchpoints and use of promotions to encourage trial.
Managing a brand
This document provides a history of the Nivea skin care brand from its founding in 1882 to present day. Some key points:
- Nivea was founded in Germany in 1882 and launched its first mass market skincare cream in 1922.
- Over the decades, Nivea expanded its product portfolio and launched operations in India in 2006.
- Nivea is known for its iconic blue and white branding and positioning itself as a trustworthy, reliable brand that provides care and protection for the family.
- The document outlines Nivea's brand architecture including its portfolio strategy, subbrands, and marketing programs to celebrate its 100th anniversary in 2011.
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
Nivea Marketing Plan for MBA (vinod bobade)Vinod Bobade
The document summarizes Nivea Visage's Career Enhancement Program for 2016. It lists the group members and provides an overview of Nivea Visage as a skin care brand owned by Beiersdorf. It discusses Nivea Visage's products, segmentation targeting younger consumers, and marketing strategies including pricing, placement, and promotional activities like product sampling and social media marketing. The document also includes a SWOT analysis and recommendations to help Nivea Visage adapt to emerging markets while maintaining its brand image.
This document provides an executive summary and introduction for a brand audit of the Nivea skin care brand. The purpose is to identify any challenges in achieving alignment between what customers believe about the brand, what they value, what the company communicates, and where they want to take the brand. The brand audit will examine Nivea's current brand health and positioning. It will gather information from customers to help determine if repositioning is needed and inform a sustainable brand strategy. The introduction provides background on Nivea as a global skin care brand known for trust, reliability and gentle care. It compares marketing and branding, defines brands, and discusses the importance of the brand experience over products.
Unilever launched its "Dove Real Beauty" campaign in 2004 to promote a broader definition of beauty and challenge stereotypes. The campaign was created in response to declining Dove sales from increased competition and advertising clutter. It featured everyday women of various shapes, sizes, ages and ethnicities in its advertisements. The campaign was highly successful, leading to significant increases in sales of Dove products and increased website traffic. It received praise for bringing awareness to issues of female body image and self-esteem.
I made this presentation on the creative decision making tree for NIVEA for its IMC. It should help one in knowing the basics of NIVEA and how we incorporated that information to come up with an IMC plan.
The document provides information on the Indian telecom industry and Vodafone's operations in India. Some key points:
- India's mobile subscriber base has grown from under 2 million in 2000 to over 812 million in 2011, with an annual growth rate of 73%. Vodafone has a 15% market share in India.
- Factors important to customers when choosing a provider include network quality, call rates, and value-added services.
- A brand analysis of telecom operators showed Vodafone had the strongest brand image and highest customer loyalty, though call rates were a weakness.
- The recommendations suggest Vodafone should focus on improving call rates and continuing large
The document provides details about a strategic management group assignment submitted to Prof. G. Ahmad Rana by a group of six students at the University of Central Punjab Lahore. The assignment addresses brand image, equity, and extension strategy for the Nivea brand. It also discusses Nivea's brand hierarchy and provides recommendations for next steps in Nivea's marketing program.
This document provides a case study on Nivea for Men's digital marketing campaign. Nivea for Men is a skincare brand launched in 1980 that now offers 29 products. The campaign strategy involved using ad frames and product images on websites to target women aged 25-54 planning to purchase gifts for men. The goals were to raise brand awareness, drive traffic to their Facebook store, and increase sales of their shaving and skin care products. The campaign increased brand awareness and engagement on Facebook and drove traffic and sales internationally and nationally. It was an effective digital marketing strategy for Nivea for Men.
Vim liquid is a dish washing brand launched by Hindustan Lever in 1993. It has since grown to become the market leader with 60% share of the Rs. 400 crore branded dish wash market through innovations like a 'Stain Cutter' formulation. HLL plans to grow Vim's turnover to Rs. 260 crore in 2022 by focusing on the flagship Vim Bar brand, which accounts for over three-fourths of sales. Vim liquid has slower growth as it targets urban areas with over 10 lakh population. The overall dish wash market size is estimated at Rs. 1,000 crore.
Dove launched its "Campaign for Real Beauty" to promote a broader definition of beauty beyond just "young, white, blonde and thin." The campaign included videos, ads featuring everyday women, and initiatives to improve women's self-esteem. It helped change perceptions of beauty and increase Dove's brand value, though some ads were criticized for not mentioning products. Dove's strategic decisions around marketing, branding and advertising, such as buying out the Grand Central Station billboards and participating in the Super Bowl, helped promote the campaign's message and brand.
very popular campaign by dove, using real models/customers to creat the comercials, was very sucessful. Presented in my Consumer Behavior class by D. Jomaa.
Nestle faced an ethical issue in the 1970s regarding the marketing of infant formula in developing countries. This led to infant deaths as mothers could not properly prepare the formula. Groups protested Nestle's promotion of formula over breastfeeding. When this became public, it resulted in boycotts of Nestle products. Nestle has since updated its policies but is still monitored by groups and subject to some ongoing boycotts over its practices.
Nike is an American multinational corporation that designs, develops, manufactures, and markets athletic footwear, apparel, equipment, accessories, and services. It was founded in 1964 as Blue Ribbon Sports and later changed its name to Nike in 1978. Nike utilizes global and local marketing strategies to maintain its position as a leader in the footwear and athletic apparel industries. The company focuses on product innovation, brand building through partnerships and sponsorships, and personalized marketing approaches.
This marketing plan document discusses Nivea For Men's approach to expanding its market share in the UK. It provides background on Nivea's brand history dating back to 1911. It then analyzes competitors like Dove Men+Care, L'Oreal, and Gillette who have established male skin care lines. The document identifies Nivea For Men's target audience of 18-45 year old males and 25-45 year old females. It acknowledges the challenge of competing in a crowded market and sets objectives to increase its market share by 15% in 12 months by launching a new marketing approach.
Nivea's marketing strategy focused on product expansion and geographic expansion. They developed over 500 products to target all customer segments and age groups globally. Nivea also strengthened their brand image through their "Beauty is..." campaign promoted through above and below the line advertising. This campaign helped connect Nivea to consumers and better respond to their needs worldwide.
The document discusses the brand hierarchy and development of the Nivea skin care brand. It outlines how Nivea began with a single moisturizing cream product in 1912 and gradually expanded its product range while maintaining a consistent brand image focused on care, protection, and reliability. By the 1990s, Nivea had grown into a major skin care and personal care brand portfolio comprising products across multiple categories. The success of the brand was driven by strategies to leverage the strong brand equity of Nivea cream while adapting products to meet new consumer needs.
The document discusses Nivea's brand hierarchy and portfolio management strategies. It outlines Nivea's history dating back to 1911 and expansion over the decades. Key aspects covered include establishing brand positioning through values like trust and care. The summary also discusses implementing marketing programs by mixing brand elements, using subbrands and co-brands to leverage associations. Finally, it touches on Nivea's portfolio structure including its logo evolution and brand hierarchy tree.
NIVEA identifies different consumer segments in the sun care market based on factors like attitudes, skin type, and usage occasion. It divides the market into segments like "Concerned Consumers" who prioritize protection and "Naive Beauty Conscious" consumers who want luxurious products. NIVEA's brand strategy is to make sun care simple and educate consumers about safer tanning through product innovation like sprays for easy application and children's products with colors and increased water resistance. The goal is to closely meet the needs of different consumer segments.
Nivea for Men has requested a $1.2 million print media campaign to increase its market share among urban males aged 18-35 and males aged 40+. The summary recommends a pulse schedule of magazine, newspaper, and billboard ads. Magazines target younger males while newspapers reach older males. The campaign's message is that Nivea helps all men look their best professionally and personally.
Nivea is a global skin- and body-care brand owned by German company Beiersdorf. It started in 1911 and now presents 14 product categories in 150 countries. Nivea has market leadership in skin cream, body lotion, facial cleaning, and facial skin care categories in many countries. Beiersdorf extended the Nivea brand to different product categories to increase market share, fulfill customer needs, achieve worldwide uniform appearance, and reduce costs. While umbrella branding provides brand strength and awareness, it also risks diluting the core brand and negatively impacting sales if sub-brands fail.
This document discusses marketing segmentation. It defines marketing segmentation as dividing the market into distinct groups according to needs, characteristics or behaviors. There are different levels of segmentation from mass marketing, which treats all customers the same, to niche marketing, which focuses on small customer subgroups. The document also discusses segmenting consumer markets using geographic, demographic, psychographic and behavioral factors. It provides examples of segmenting based on these criteria and concludes with a case study on segmentation of Nivea sun products.
NIVEA launched the NIVEA VISAGE Young skin care range in 2005 to target teenage girls aged 13-19. Through market research, NIVEA identified a gap for non-medicated skin care products for this age group. Using a balanced marketing mix of product, price, place, and promotion, NIVEA launched and re-launched the NIVEA VISAGE Young range. Key elements of the marketing mix included developing effective products based on consumer research, competitive pricing, wide distribution through retailers, and targeted below-the-line promotional activities like product samples and an online magazine. This balanced approach helped NIVEA VISAGE Young achieve success in the market.
This document provides a brand audit of Nivea conducted by a group of students. It begins with an executive summary that outlines the objectives of the audit which are to examine Nivea's current brand positioning and identify any challenges in achieving its ideal positioning. The audit will analyze what customers believe about the brand, what they value, what the company communicates, and its goals. It will provide insights to help strengthen Nivea's brand. The methodology section indicates the audit will use interviews and a brand inventory to collect qualitative customer data and analyze Nivea's brand positioning and marketing programs. Tables of contents and references are also included.
NIVEA India is celebrating 100 years of skin care. To promote brand awareness and shift perception from a beauty product to a skin care expert, NIVEA is utilizing social media strategies. These include contests on Facebook and Twitter to engage young consumers, educational posts about skin care and NIVEA's history, and interactive applications to determine skin personality and create personalized Santa photos. The social media campaigns have successfully increased NIVEA's fan and follower base as well as engagement on key performance metrics.
This document summarizes the social media and digital marketing strategies and activations for Nivea, Nivea Men, and Liposan Greece from 2012-2014. Key aspects included developing websites, managing CRM databases through newsletters, and growing Facebook communities through daily posting, contests, and applications. Applications were designed to be engaging, provide insights, and drive brand loyalty. Examples highlighted daily challenges, personalized experiences, and games to interact with fans and learn about product preferences. The strategies resulted in growth of fan bases and engagement metrics as well as six awards for social media excellence over the two year period.
This document provides a brand audit report for Nivea conducted by a group of students. It includes an executive summary that outlines the objectives of the audit which are to assess the current positioning of the Nivea brand and identify any gaps or inconsistencies. The report then covers an introduction to Nivea as a brand, a literature review on brand management concepts, an analysis of Nivea's brand strategy and positioning, assessments of its brand building and growth, details on qualitative research conducted, and conclusions and recommendations. The overall aim is to evaluate the "health" of the Nivea brand and provide insights to inform its future brand strategy.
Nivea for men is a skincare product line launched in 1980 that now includes 29 products like shaving products, aftershaves, shower gels, deodorants, and face washes. The case study discusses Nivea for men's digital marketing campaign that targeted women aged 25-54 who were planning to purchase gifts for men. The strategy involved using ad frames and revolving product images on specific websites. It aimed to raise brand awareness, encourage purchases as gifts, and increase traffic to their Facebook page. The results included over 360,000 engagements and 29 million impressions on Facebook. Internationally, Nivea for men product sales grew 20% and new products were added based on customer feedback.
A Term Report Presented to the Faculty of Business Administration in Partial Fulfillment of the Requirements for the Degree of
Master of Business Administration
The digital leadership forum brings together digital, marketing and communication managers from large and mid-size organizations. It will be an inspiring event with a great selection of guest speakers sharing their thoughts and practical case studies including Heineken, Swisscom, Roland Berger and Beiersdorf.
This document provides a marketing plan for Nivea Sun Lotion in Pakistan. It begins with a TOWS analysis that identifies opportunities to increase sales of Nivea men's products to women. A SWOT analysis finds strengths in brand recognition but weaknesses in focusing mainly on women's products. The plan proposes targeting major cities in Pakistan and segmenting based on age, gender, and location. Celebrity endorsements and sponsorship of sports teams are suggested. The future of sunscreen in Pakistan is promising due to climate conditions.
Nivea developed a marketing plan to relaunch its Nivea For Men brand in the UK. The plan involved conducting a SWOT analysis to assess the brand's strengths, weaknesses, opportunities, and threats. Objectives were set to increase market share and sales. Strategies included developing new products based on consumer research, and promoting the brand through above-the-line advertising and below-the-line activities like sports sponsorships. The plan was evaluated using key performance indicators like increased market share, sales growth, and brand image ratings, showing it met its targets.
The document provides guidelines for brand development and market development. It discusses how developing a strong brand image through branding strategy and integrated marketing communications can provide a competitive edge. The objectives of brand development are to improve brand equity, image, and market share. Market development aims to widen the customer base to sell more products through techniques like introducing new products/services or expanding to new customer segments. The document outlines the brand development and market development processes and emphasizes the importance of planning in achieving results quickly and cost-effectively.
Nivea used research data on sales trends and the brand's market position to prepare its marketing plan to relaunch Nivea For Men. Sponsoring football helped increase male product sales by targeting the large male fan base and giving the appearance that football players endorsed the products. A SWOT analysis identified strengths like brand recognition but also weaknesses such as a limited product range and flaws in distribution. The marketing plan has been effective as measured by increased market share, sales growth, positive brand image ratings, and expanded product offerings in response to consumer feedback.
The Marketing Society, together with Brand Learning, have developed the Marketing Leaders Programme (MLP) as a unique development experience for high potential individuals who are preparing for marketing leadership roles. Running for ten years, this blend of marketing and people leadership skill development, delivered by eminent industry leaders and leadership experts, is designed to help shape the great marketing leaders of tomorrow.
NewMarque Group specializes in helping young companies build their brand from strategy through execution. We are adept at creating innovative solutions to solve the organizational and marketing problems faced by early stage companies.
This document provides an overview and objectives of a course on global marketing management. It discusses key concepts like the meaning of marketing and global marketing. It explains the strategic concept of marketing has evolved from a product focus to a customer focus to a strategic focus considering external factors. The three principles of marketing are creating customer value, achieving competitive advantage, and concentrating on customer needs. It also discusses the transition from domestic to international to global marketing. Driving forces for international marketing include market needs, technology, and costs pressures to achieve economies of scale globally.
This document provides information about an upcoming conference on achieving new product launch success that will take place from July 18-20, 2007 in Shanghai. The conference will focus on identifying strategies and tactics for creating and maintaining product leadership in competitive markets. It will include keynote speeches and case studies from various companies on topics such as developing integrated product launch strategies, using pricing strategies, managing launch risks, branding, and ensuring a strong product launch team. The target attendees are those in marketing, new business development, product promotion, and other related roles.
This document outlines the branding process used by Carty Design + Media. It is a 5 phase process that includes conducting research, clarifying strategy, designing identity, creating touchpoints, and managing assets. The goal is to establish direction, purpose, and energy for a company's brand. It affects all communications and promises kept to key audiences. An effective corporate branding process conveys the essence and character of a company to determine its viability.
Expenditure on brand building may be percieved as costly especially when viewed against the backdrop of the recently economic downturn. However, to unlock the potential inherent in any strategic move, business managers need to elevate the proposition through the adoption of the concept of branding.
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an emphasis in Resort Planning Development and Strategic Marketing for the Hospitality
and Tourism Industry, Certified Travel Counselor and Destination Specialist Designations
coupled with 15 plus years in travel, tourism, hospitality and real estate marketing
consultancy, Joseph and his team deliver tangible, practical results for their clients.
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(Case study) nivea
1. www.thetimes100.co.uk
Developing a marketing plan
Introduction
The NIVEA® brand is one of the most recognised skin and beauty care brands in the world. CURRICULUM TOPICS
• Marketing plan
NIVEA creme was first introduced in 1911 and the NIVEA brand now extends to 14 product • SWOT analysis
ranges worldwide from suncare to facial moisturisers, deodorant and shower products. • Marketing strategies
• SMART objectives
In 1980 when Beiersdorf, the international company that owns NIVEA, launched its
NIVEA FOR MEN® range internationally, it broke new ground with its aftershave balm GLOSSARY
product. It was the first balm on the market that did not contain alcohol, which can irritate Marketing plan: A plan to
identify and then meet consumers’
the skin. It proved to be very popular with consumers. requirements.
Aims: The general end purposes
In 1993, NIVEA FOR MEN developed a fuller range of male skincare products. This reflected towards which an organisation
focuses its activities.
the growing social acceptance of these products with male consumers. The brand was able to
Objectives: The end purposes
exploit its knowledge of the skincare market. The company’s research showed men mainly
that an organisation or individual
wanted skincare products that protected the face after shaving. Men were willing to buy seeks to achieve.
products that helped calm and soothe irritated skin caused by shaving. External influences: activities
beyond the control of the business
that affect its performance and
The NIVEA FOR MEN brand was launched in the UK in 1998. At that time total annual sales shape its market. These are a
of men’s skincare products (facial and shaving preparations) in the UK were only £68 million combination of social, legal,
political, economic, environmental
with the male facial product sector worth only £7.3 million. and technological factors.
Business plan: describes the
Sales of male skincare products have grown steadily since the launch of NIVEA FOR MEN future activities of the business,
across financial, production, and
and the market in 2008 was worth over £117 million with male facial products worth
resourcing issues.
£49 million.
NIVEA FOR MEN wanted to increase its share of the UK male skincare market. This case
study examines how NIVEA re-launched the NIVEA FOR MEN range in 2008. This was part
of its overall plan to develop the range in the UK. It shows how the company developed a
marketing plan for the relaunch and organised its marketing activities to achieve its aims
and objectives. The study focuses on how a company can respond to changes in consumer
expectations, external influences and business aims to achieve those objectives.
What is a marketing plan?
A business needs to set its overall direction for the company through a business plan. This
plan sets out how the company is to achieve its aims. The aims and objectives of a business
inform and shape its business plan. A vital part of the overall business plan is the marketing
plan. The relationship between the two plans is shown in the diagram.
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2. Marketing involves identifying, anticipating and satisfying customer needs. A marketing plan
takes the stated aims and objectives and then puts in place a series of marketing activities to
ensure those objectives are achieved. Marketing plans can cover any time period, but
normally set out activities for the next one to five years at either a business or brand level.
www.thetimes100.co.uk
The main sections of the plan cover:
• SWOT and competitive analysis – to assess where the business or brand is currently and
what competitors are doing
GLOSSARY • objectives – what the plan needs to achieve
Brand: A name, symbol or design • the marketing strategy – how the objectives will be achieved
used to identify a specific product • sales forecast – by how much sales are likely to increase
and to differentiate it from its
• budget – how much the marketing activities will cost and how the plan will be financed
competitors.
• evaluation – how outcomes will be monitored and measured.
SWOT analysis: Identification
and evaluation of the strengths
and weaknesses inside a firm and There is no set model for a marketing plan. The structure of the plan – and the amount of
the opportunities and threats in its detail – will depend on the size of the brand, the timescale involved and how the market and
external environment.
economy is behaving. However, NIVEA’s marketing plan for the relaunch of NIVEA FOR MEN
Return on investment: The follows closely the outline described here.
return on the funds invested in the
business.
Profits: money that is earned in
Assessing the market
trade or business, after paying the
costs of producing and selling The first step in devising a marketing plan is to conduct an evaluation of the business, its
goods and services.
brands and products. This should include an assessment of the brand’s position and the
state of the market. NIVEA FOR MEN needs to know what its male customers want and what
competitor products exist. As well as targeting the male consumer, women are also an
important target market for NIVEA FOR MEN. This is because women often buy male
grooming products for their partners as well as helping them choose which products to buy.
NIVEA FOR MEN used a SWOT analysis to help it assess the market. This takes a detailed
look at the internal strengths and weaknesses of the business, as well as external opportunities
and threats in the marketplace.
NIVEA FOR MEN As the leading male facial brand,
identified several strengths NIVEA FOR MEN needed also to be
aware of any weaknesses
• NIVEA FOR MEN was the UK market • Was the product range still relevant for
S W
leading male facial skincare brand* the target audience?
which gave it strong brand recognition. • Did it have the right sales and
• The company had a sound financial distribution outlets?
base, so it had the resources to put • Was its market research up-to-date?
together a strong marketing campaign.
• It also had staff with relevant skills –
researchers with the scientific skills to
develop products that men want and
marketing staff with the skills to help
promote these products effectively.
One clear opportunity was that However, as the market for male
the market was growing skincare products grows, there
are threats
• NIVEA FOR MEN had seen an increase in • Consumers were becoming more
O T
the sales of male skincare products and it knowledgeable and price conscious.
wanted a greater share of this market. They often expect sales promotions such
• The company wanted to take advantage as discounts and offers.
of changing social attitudes. Men were • The risk of competitors entering the
becoming more open, or certainly less market. NIVEA FOR MEN needed to
resistant, to facial skincare products. differentiate its products in order to
ensure that, in an increasingly
competitive market, its marketing activity
gave positive return on investment
in terms of sales and profits.
* NIVEA FOR MEN the UK’s leading male skincare brand (IRI Data to 27th Dec 2008).
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3. Setting objectives
A successful marketing plan relies on setting clear and relevant objectives. These must relate
directly to the business’ overall aims and objectives. In other words, the marketing plan must
fit with the overall company strategy that is set out in the business plan. Beiersdorf states its www.thetimes100.co.uk
goal as ‘...to increase our market share through qualitative growth. At the same time we want
to further improve our sound earnings performance so that we can fulfil our consumers’ wishes
and needs with innovations today and in the future. This will give us a strong position within
the global competitive environment.’ GLOSSARY
SMART objectives: Framework
The marketing team set SMART objectives for the NIVEA FOR MEN relaunch. These are for constructing objectives in a way
that meets a business aim.
Specific, Measurable, Achievable, Realistic (given the available resources) and Time
Marketing strategies: Long-
constrained (to be achieved by a given date). The marketing team used research data to
term plans designed to enable an
forecast market trends over the next three-to-five years. This helped them set specific targets organisation to identify and meet
for increasing sales, growing market share and improving its brand image. the wants and needs of its
customers.
Beiersdorf wanted to increase its UK market share for NIVEA FOR MEN, but also wanted greater Promotion: Making products
market penetration for male skincare products. In other words, it wanted not just a greater share and services better known through
a range of activities.
of the existing market; it wanted to expand that market. It wanted more men buying skincare
products. One key aim was to move men from just considering skincare products to making actual
purchases. It also aimed to sell more male skincare products to women. Research had indicated
that women were often the initial purchaser of skincare products for men. NIVEA FOR MEN used
this key fact as a way to increase opportunities for sales. Another objective was to develop the
NIVEA FOR MEN brand image. The NIVEA brand has always stood for good quality products that
are reliable, user-friendly and good value for money. The brand’s core values are security, trust,
closeness and credibility. These values would be strengthened and expanded on with the
re-launch, to get more men and women to think of NIVEA as first choice for skincare.
Marketing strategies
The NIVEA FOR MEN team devised marketing strategies to deliver its objectives. These
strategies set out how the objectives would be achieved within the designated budget set by
the management team.
Two strategies:
This focus on product development combined with an emphasis on consumer needs is a key
differentiator for NIVEA FOR MEN. It is a major reason why in the UK the brand is still the
market leader in the male facial skincare market*.
Another cornerstone of the UK marketing strategy for the re-launch was promotion. NIVEA
sought to build on and develop the approach it had used in the past. In the 1980s, advertising in
men’s style and fashion magazines along with product sampling was a major promotional tool. In
the 1990s, the company used radio, television and press advertising together with sampling. Since
2000, there has been a greater emphasis on consumer needs and an increasing use of
experiential activities in the promotional mix. Experiential marketing is about engaging consumers
through two-way communications that bring brand personalities to life and add value to the target
audience. This helps build an emotional connection between the brand and the consumers.
* NIVEA FOR MEN the UK’s leading male skincare brand (IRI Data to 27th Dec 2008).
107