Marketing case study: Nivea
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Nivea is a skincare brand owned by Beiersdorf that was originally focused on medical plasters but has expanded globally to over 14 product categories. Between 1991-2001, Nivea saw double-digit annual growth and revenues reached €2.5 billion by 2001. Beiersdorf pursued an umbrella branding strategy to increase brand equity and market penetration by capitalizing on the strong Nivea name across different markets and age groups. This approach aims to reduce costs but can threaten associate brands if not implemented carefully. Nivea has maintained its brand image through natural ingredients and a consistent message appealing to global consumers.
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Nivea mini case study ppt
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.
Nivea mini case study presentation
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.
Nivea case study
Nivea conducted a global brand campaign called "Beauty is..." to create a unified brand image across all product categories and media. The campaign's core markets were Germany, France, and the US, with semi-periphery markets of Brazil, China, Russia, and India. Periphery markets included the Middle East and Africa. The media strategy involved TV, print, and city posters. Components included conveying slogans like "Beauty is Caring" through TV and print. Nivea also conducted global online research and focus groups to understand different cultures' views of beauty. In the Middle East, marketing was conducted in four languages to increase brand awareness. Evaluation was based on sales increases and executive interviews.
Nivea strategy
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.
Setting Product Strategy Nivea Mini case
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 Marketing Strategy
Nivea was established in 1882 by Paul C. Biersdorf as a medical plaster brand, and was named "Nivea" in 1911 to mean snow in Latin. It has since grown into a global skin care brand owned by Beiersdorf, present in over 150 countries with 15% of the global skin care market in 1990. Nivea adopted an umbrella branding strategy, extending its product categories and brand globally to increase brand equity and tap new consumers, though this posed risks of brand dilution if not managed well. The brand's marketing emphasizes mass advertising and appeals to the upper strata through a personality of trust and love while always keeping the brand young and linked to its consumer base.
Nivea
Mini case study review of NIVEA uploaded as an assignment for the marketing internship under Prof.Sameer Mathur.
Nivea mini case study
(1) Nivea was established in 1882 in Germany as a manufacturer of medical plasters and introduced its first skin care cream in 1911. (2) As the market leader, Nivea sets prices that competitors will follow or undercut. (3) Nivea gathers consumer feedback directly, through research companies, and by testing products with consumers to implement market research into its products.
Recommended
Nivea mini case study ppt
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.
Nivea mini case study presentation
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.
Nivea case study
Nivea conducted a global brand campaign called "Beauty is..." to create a unified brand image across all product categories and media. The campaign's core markets were Germany, France, and the US, with semi-periphery markets of Brazil, China, Russia, and India. Periphery markets included the Middle East and Africa. The media strategy involved TV, print, and city posters. Components included conveying slogans like "Beauty is Caring" through TV and print. Nivea also conducted global online research and focus groups to understand different cultures' views of beauty. In the Middle East, marketing was conducted in four languages to increase brand awareness. Evaluation was based on sales increases and executive interviews.
Nivea strategy
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.
Setting Product Strategy Nivea Mini case
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 Marketing Strategy
Nivea was established in 1882 by Paul C. Biersdorf as a medical plaster brand, and was named "Nivea" in 1911 to mean snow in Latin. It has since grown into a global skin care brand owned by Beiersdorf, present in over 150 countries with 15% of the global skin care market in 1990. Nivea adopted an umbrella branding strategy, extending its product categories and brand globally to increase brand equity and tap new consumers, though this posed risks of brand dilution if not managed well. The brand's marketing emphasizes mass advertising and appeals to the upper strata through a personality of trust and love while always keeping the brand young and linked to its consumer base.
Nivea
Mini case study review of NIVEA uploaded as an assignment for the marketing internship under Prof.Sameer Mathur.
Nivea mini case study
(1) Nivea was established in 1882 in Germany as a manufacturer of medical plasters and introduced its first skin care cream in 1911. (2) As the market leader, Nivea sets prices that competitors will follow or undercut. (3) Nivea gathers consumer feedback directly, through research companies, and by testing products with consumers to implement market research into its products.
Brand Building Strategy for Nivea
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
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.
Case Study of Nivea
This is a mini case study review of NIVEA uploaded as an assignment for the marketing internship under Prof. Sameer Mathur.
nivea
Nivea Visage Young is a skin care product launched in 2005 targeted at teenage girls. It aims to provide a non-medicated skin care routine to keep skin healthy and beautiful. The skin care market in India has grown significantly, especially among youth and women. Nivea uses market research to understand customers and develop products like Nivea Visage Young that meet the needs of specific demographic segments without focusing on skin problems. The marketing strategy for Nivea Visage Young includes competitive pricing, wide distribution, and engaging promotion techniques like product samples.
Nivea
Nivea is a global skin care brand owned by German company Beiersdorf. Founded in 1882, Nivea focuses on product innovation and international expansion. It has a wide range of products for all ages and gender. Nivea applies strategies like point of difference, continuous innovation, and creating universal sub-brands. It uses various marketing techniques including direct mail, event sponsorships, and non-traditional approaches. The target market consists of middle-class consumers of all ages. Through brand extensions and celebrity endorsements, Nivea maintains its position as a leader in the facial care market globally.
Nivea IMC presentation
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 mini case
The document summarizes information about the skincare brand Nivea. It discusses Nivea's history starting in 1911, its global presence and market leadership position. Nivea is owned by German company Beiersdorf and is known for its blue and white packaging. The document outlines Nivea's strengths such as brand recognition, distribution network and marketing efforts. It also discusses opportunities for growth in new markets and segments like men's grooming. Nivea faces threats from competition and has faced criticism over some ad campaigns. The document reviews Nivea's strategies over time to strengthen its brand positioning and reconnect with customers through its core Nivea Crème product.
Nivea case study
Nivea conducted global market research including focus groups in multiple countries to develop the theme of "Beauty is..." for their brand campaign. The goal was to create a unified brand appearance across all media. Different markets were identified as core, semi-periphery, and periphery with corresponding media strategies tailored for each.
NIVEA MARKETING CASE STUDY
A marketing case study of Nivea done during a marketing internship under Prof. Sameer Mathur, IIM Lucknow
Nivea mini case study
This Case study Mainly Focuses on Product Strategy of Nivea and answers few question from Philip Kotler's marketing management book.
Nivea case study
Nivea case study Created under the guidance of Prof. SAMEER MATHUR IIM, Lucknow for Marketing management internship.
Marketing Project
- 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 case Study
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.
Nivea case study
Nivea uses various techniques to collect feedback and test products with customers, including focus groups, customer research, and product testing in different locations. It distributes products through cost-effective outlets that can reach large numbers of consumers while considering environmental impacts. As a price leader, Nivea sets benchmark prices that competitors follow or undercut. It also uses promotional techniques that appeal to its target markets through various mass media. Nivea has built itself into the world's number one personal care brand by developing innovative skincare products for all ages and socioeconomic groups with a focus on health, youth, and non-surgical skin perfection.
Nivea for men case study solution
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 - a case study
Nivea has maintained its leading position in the global facial care market by continuously innovating its core products, focusing on research to develop new products that meet consumer needs, and adapting its marketing and products locally. The document discusses Nivea's history and brand name, its strategies for direct marketing, event marketing and respecting cultural diversity, and proposes expanding its men's skin care line, complementary product categories like hair care, and overall product line.
Nivea Case Study
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.
NIVEA Marketing Communication Analysis
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.
Nivea presentation
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.
Nivea
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.
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Brand Building Strategy for Nivea
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
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.
Case Study of Nivea
This is a mini case study review of NIVEA uploaded as an assignment for the marketing internship under Prof. Sameer Mathur.
nivea
Nivea Visage Young is a skin care product launched in 2005 targeted at teenage girls. It aims to provide a non-medicated skin care routine to keep skin healthy and beautiful. The skin care market in India has grown significantly, especially among youth and women. Nivea uses market research to understand customers and develop products like Nivea Visage Young that meet the needs of specific demographic segments without focusing on skin problems. The marketing strategy for Nivea Visage Young includes competitive pricing, wide distribution, and engaging promotion techniques like product samples.
Nivea
Nivea is a global skin care brand owned by German company Beiersdorf. Founded in 1882, Nivea focuses on product innovation and international expansion. It has a wide range of products for all ages and gender. Nivea applies strategies like point of difference, continuous innovation, and creating universal sub-brands. It uses various marketing techniques including direct mail, event sponsorships, and non-traditional approaches. The target market consists of middle-class consumers of all ages. Through brand extensions and celebrity endorsements, Nivea maintains its position as a leader in the facial care market globally.
Nivea IMC presentation
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 mini case
The document summarizes information about the skincare brand Nivea. It discusses Nivea's history starting in 1911, its global presence and market leadership position. Nivea is owned by German company Beiersdorf and is known for its blue and white packaging. The document outlines Nivea's strengths such as brand recognition, distribution network and marketing efforts. It also discusses opportunities for growth in new markets and segments like men's grooming. Nivea faces threats from competition and has faced criticism over some ad campaigns. The document reviews Nivea's strategies over time to strengthen its brand positioning and reconnect with customers through its core Nivea Crème product.
Nivea case study
Nivea conducted global market research including focus groups in multiple countries to develop the theme of "Beauty is..." for their brand campaign. The goal was to create a unified brand appearance across all media. Different markets were identified as core, semi-periphery, and periphery with corresponding media strategies tailored for each.
NIVEA MARKETING CASE STUDY
A marketing case study of Nivea done during a marketing internship under Prof. Sameer Mathur, IIM Lucknow
Nivea mini case study
This Case study Mainly Focuses on Product Strategy of Nivea and answers few question from Philip Kotler's marketing management book.
Nivea case study
Nivea case study Created under the guidance of Prof. SAMEER MATHUR IIM, Lucknow for Marketing management internship.
Marketing Project
- 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 case Study
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.
Nivea case study
Nivea uses various techniques to collect feedback and test products with customers, including focus groups, customer research, and product testing in different locations. It distributes products through cost-effective outlets that can reach large numbers of consumers while considering environmental impacts. As a price leader, Nivea sets benchmark prices that competitors follow or undercut. It also uses promotional techniques that appeal to its target markets through various mass media. Nivea has built itself into the world's number one personal care brand by developing innovative skincare products for all ages and socioeconomic groups with a focus on health, youth, and non-surgical skin perfection.
Nivea for men case study solution
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 - a case study
Nivea has maintained its leading position in the global facial care market by continuously innovating its core products, focusing on research to develop new products that meet consumer needs, and adapting its marketing and products locally. The document discusses Nivea's history and brand name, its strategies for direct marketing, event marketing and respecting cultural diversity, and proposes expanding its men's skin care line, complementary product categories like hair care, and overall product line.
Nivea Case Study
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.
NIVEA Marketing Communication Analysis
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.
Nivea presentation
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.
Nivea
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.
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Nivea
The document provides information about the FMCG sector and Nivea company. It discusses that the FMCG sector in India is the fourth largest sector and has grown significantly from 2011-2018. Rural consumption is also increasing. Nivea is a German skin care company with brands like Nivea cream. It has a presence in over 150 countries. The document then discusses Nivea's marketing mix, product portfolio, distribution channels, pricing strategies, inventory management and SWOT analysis.
Nivea jiitnoida akshita
Nivea was established in 1911 as a medical plaster company and became the first stable skin cream based on a water-in-oil emulsion. The name Nivea comes from the Latin word for snow. Over time, Nivea has continuously modified its core values through new product innovations, undergone a complete relaunch to modernize its global appearance, and expanded its brand globally through targeted marketing to different segments. Currently, Nivea has a wide range of skin care products for people of all ages and seeks to strengthen its image as a reliable brand that looks after customers' personal care needs.
Nivea Marketing Plan for MBA (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.
Dove evolution of a brand
Unilever aimed to streamline its brand portfolio by reducing 1600 brands down to 400 "master brands". As part of this strategy, Dove evolved from focusing on cleansing in the 1950s to championing a more inclusive definition of beauty. In 2007, Dove launched its "Campaign for Real Beauty" to celebrate women of all shapes and sizes and make more women feel beautiful, helping to differentiate Dove in the skin care market. However, Dove also faces risks associated with potential conflicts between its image and parent company Unilever's other brands.
Nivea Case Study- Presentation- Marketing Management- MBA
Nivea has over 100 years of history as a skincare brand. It was founded in 1911 as the first brand to develop a stable skin cream based on a water-in-oil emulsion. Over the decades, Nivea has expanded its product line and global reach while maintaining its core values of trust, care, and beauty. Today, Nivea is a global leader in skincare, with strong brand awareness and a diverse portfolio that is customized for local markets based on cultural preferences.
Dove
Dove's brand definition and market positioning have evolved over time. In the 1950s, Dove positioned itself as a gentle beauty soap that did not dry skin. Its marketing emphasized functional benefits. By 2007, Dove's "Real Beauty" campaign featured diverse models to appeal to women's self-esteem and redefine beauty. Dove now has an extensive product line including skin care, hair care, and deodorants. Its unconventional marketing strategies using real women have brought it recognition and loyalty among customers who feel the brand celebrates beauty in all shapes and sizes.
Fundamentals of advertising
This document summarizes a marketing plan for an all-purpose cleaner called Power X. It discusses the product's benefits, competitive advantages through lower pricing, and opportunities for growth in untapped markets. A SWOT analysis identifies the product's strengths in innovation and distribution but weaknesses in brand awareness. The plan proposes a pan-India advertising campaign highlighting Power X's efficacy against COVID-19. Ads will target households, offices, hospitals and more via social media, TV, radio and websites focused on health and hygiene. The goal is to educate consumers about properly disinfecting their homes and workplaces.
Nivea for men
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.
Dove: Evolution of a brand
This presentation is an attempt of Jeet Parekh to solve the Harward Business Review case study on "Dove : Evolution of a Brand". It looks every aspect of it and every detailed
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH IIT BHU
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH
THIS IS ATTEMPT TO SOLVE A FAMOUS CASE OF HARVARD BUSINESS REVIEW. AWESOME CASE STUDY TO UNDERSTAND BRANDING.
Dove Evolution Of A Brand
The document summarizes the evolution of the Dove brand from the 1950s to 2007. It discusses Unilever's strategy to reduce its portfolio to 400 core brands and focus on brand building. It then details how Dove shifted its positioning from focusing on mildness and gentleness in the 1950s to launching its "Campaign for Real Beauty" in 2004 championing a more inclusive definition of beauty. The campaign was intended to make more women feel beautiful and challenge stereotypes. The document also notes some potential risks to Dove's brand from the campaign.
Dove Evolution Of A Brand
The document summarizes the evolution of the Dove brand from the 1950s to 2007. It discusses Unilever's brand management strategy of reducing brands and focusing on "masterbrands". It then focuses on how Dove evolved from positioning as a mild soap to launching its Campaign for Real Beauty in 2004 to promote a wider definition of beauty. The campaign used images of everyday women to challenge stereotypes, and was very successful in increasing Dove's market share and brand loyalty. However, it also faces some risks if not implemented carefully.
About the company Dove
it is a presentation all about dove the promotional strategy tried by students on college level and the research done by them
Marketing Analysis of NIVEA
Marketing Analysis of Nivea, defining its History, core values, marketing mix, STP, Porter’s Five Forces model, Consumer behavior analysis, BCG MATRIX, NIVEA'S Core marketing strategy
Nivea IMC - Group f
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.
L´oréal building a global cosmetic brand (1)
L'Oreal has built a global cosmetics brand through diverse strategies including acquiring existing brands with brand awareness, heavy investment in R&D, promoting brands that fit local cultures aggressively, and fostering internal creativity and competition between brands. The company positions brands differently in each country and creates emotional associations with slogans like "Because I'm worth it" to increase profits. L'Oreal uses an umbrella brand strategy, promoting brands like Maybelline as part of L'Oreal to target the right audiences with the right products in each culture.
Nivea, because we care!
Nivea has evolved over time to become a global skin care brand. It was founded in 1882 in Germany and launched the world's first stable skin cream in 1911. Throughout its history, Nivea has adapted to cultural diversity by developing products suited for different markets. For example, it created creams that promote fair skin for Asian markets and uses local fragrances in the Middle East. Nivea has also expanded its product lines over time, such as introducing cosmetics for men. Going forward, Nivea can further develop exclusive high-end products and expand into new areas to continue its global growth.
Case Study - Baby & Kids Skin care product
Strategic proposal and marketing plan
Presentation addressing Baby/ Kids skincare positioning and performance, Taking into consideration the below factors :
Analysis
Brand positioning
Strategy
Tactics
Nivea for men
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.
Case Study on Nivea
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.
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Nivea Case Study- Presentation- Marketing Management- MBA
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本公司拥有海外各大学样板无数，能完美还原。
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一.毕业证【q微741003700】成绩单、使馆认证、教育部认证、雅思托福成绩单、学生卡等！
二.真实使馆公证(即留学回国人员证明,不成功不收费)
三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）
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如果您处于以下几种情况：
◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】
◇面对父母的压力，希望尽快拿到；
◇不清楚认证流程以及材料该如何准备；
◇回国时间很长，忘记办理；
◇回国马上就要找工作，办给用人单位看；
◇企事业单位必须要求办理的
◇需要报考公务员、购买免税车、落转户口
◇申请留学生创业基金
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
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Marketing case study: Nivea
- 3. FROM MEDICAL PLASTERS TO SKIN CARE
- 4. Derived from ’nix’ which in Latin means ‘Snow’
- 6. various cosmetic brands present in over 14 product categories serving IN OVER 150 countries
- 7. 15%
- 9. Between 1991 and 2001, Nivea posted double-digit growth rates every year Revenues of 2.5 billion in 2001 10.7% increase in PAT for the year 2002
- 11. Beiersdorf wanted to go global with the Nivea brand Geographical conditions of various countries also motivated Beiersdorf to extend their brand to a variety of places Beiersdorf wanted to increase the brand equity of Nivea
- 12. A-step-ahead of their competition To tap all age groups of consumers Reduced financial risk
- 14. Diverse kinds of products Applies to any company that is identified only by its brand and history Used to attract the attention of different kinds of audiences
- 15. Several products in different markets Capitalisation on one single name Market Penetration
- 16. Brand awareness and brand recalling Product association Reduction in promotional and advertisement costs
- 17. Threat for associate brands Destruction of brand image Backfiring of the communication strategy in some cases
- 18. No animal fats in any form in their products Use of natural ingredients Strong brand personality Its products meet consumer needs in every form
- 19. Largest skincare assortment for people all over the world It always works hard to keep its brand young, attractive, energetic and sympathetic to the masses Closely linked with its consumer base
- 20. HOW WAS NIVEA SET UP? INTRODUCTION OF THE BRAND THE COMPANY OVERVIEW MARKET SHARE FACTS AND GROWTH PARAMETERS MARKETING STRATEGY GLOBAL BRAND EXTENSION THE UMBRELLA BRAND (PROS AND CONS) CORE VALUES
- 21. DISCLAIMER MADE BY: PRATEEK MOHAPATRA [MANIPAL INSTITUTE OF TECHNOLOGY] MARKETING INTERNSHIP UNDER PROF. SAMEER MATHUR