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.

1. NIVEA : Managing a brand
hierarchy
Submitted By:
Group -11 Section A
Anurag Tiwari
Jaywant Subramaniam
Pranav Jha
Sanju Thomas
Vignesh R

2. INTRODUCTION
• Nivea is a German brand marketed in India by NIVEA India Pvt. Ltd.
• NIVEA India Pvt. Ltd, owner of the No.1 skin care brand in the world, started operations in
India in 2006, as a 100% affiliate of the global cosmetics & toiletries giant Beiersdorf AG
• The Nivea brand, has been present in India for about 40 years but the subsidiary was set up
only in 2006.
• This brand has a history of around 100 years. Nivea came into existence in the year 1911.

3. History
1950s: NIVEA
1922: NIVEA
begins to expand
launches the first
1911: Dr Oscar its product
mass market
1906: Beiersdorf opens Troplowitz, a medical portfolio beyond 1991: NIVEA
skincare cream in
its first UK office in Idol researcher, develops the iconic NIVEA Visage launches
the UK - the
Lane, London. a new kind of Crème into in the UK
world's first true
cosmetic cream. lotions, Sun care,
cosmetic
Shower and basic
moisturiser.
face care.
2006:
•Beiersdorf UK 1992: From here
2007: Breaks the Ltd celebrates its 2002: NIVEA until 2000, NIVEA
2011: 100th ann’y Joint Venture & 100th anniversary Deodorant body, Soft, Hand,
of Launch of becomes the •Started launches in the For Men, and Lip
NIVEA Crème. subsidiary of UK operations in UK care all launch in
company India as joint the UK
venture with JL
Morrisson

4. Identify and Establish Brand Positioning and Values: Mental Map
Blue & White
For family, Trustworthy,
multi-purpose reliable
Care
Pure
Protection,

5. Identify and Establish Brand Positioning and Values: CBBE Model
Resonance: Commitment: Continuous
use in winter; No Brand Switching
Resonance
Judgments:
Wide range of products, Reliable,
Consistent,
Feelings: Freshness, Good , Satisfied,
Soft, Sophistication
Judgments Feelings
Imagery: Blue tin & white logo, Used in winter
Performance Imagery since childhood, For dry skin, Sincere,
Sophisticated, Targeted to males & females of
Performance:
age under 40 yrs
Caring & Protective, High Cost, Attractive
Packaging, Pleasant Fragrance, High Quality,
Mild, Gentle, Smooth, knowledge about its
multiple functions Salience
Salience:
Various products and purposes,

6. Plan and implement brand marketing programs : Mixing and
matching brand elements
Two researches conducted by BDF– 1990’s
A “Inner Visuals” - imagery study
- Pictures were associated to skin care brand
- Nivea was associated to pictures denoting :
Traditional Family ideal, Communities
Earth – The Blue Planet - relating it to Creme NIVEA.
B “Semiological Analysis” of consumer’s socio-cultural values in 1990’s
- To evaluate Socio-cultural position of Creme NIVEA and other major sub
brands.
These studies revealed - NIVEA’s Brand association fit well into values of 1990’s.consumer.
-The return to more simplistic and holistic approach to life ,
-The desire to more fairness, openness & authenticity and belongingness
These were the values associated to NIVEA and particularly- Creme NIVEA

7. Plan and implemet brand marketing programs : Mixing and
matching brand elements
• Brand Mantra- Articulation of heart and soul of
brand ,captures irrefutable essence or spirit of
the brand positioning.
• NIVEAness : Essential Brand values :Timeless,
Ageless,motherhood & happy family, honesty
& trustworthiness and product benefits of
mildness and quality.

8. Brand Architecture
Brand portfolio
strategy:breadth,depth
Portfolio roles: Strategic
Brand Market context: brands
Subbrands Linchpin Brands
Benefit brands Benefit brands
Cobrands Cash Cow brnads
Brand Portfolio
structure:
Brand groupings Portfolio graphics:
Logo
Brand hierarchy tree
Brand Range

9. Brandvertising
• Nivea’s Business and Branding Architecture – Heliocentric Vision. It clearly
shows that the NIVEA BRAND is at its centre, the STAR shining through
every product and heating sales. Its PRODUCTS are the surrounding planets
that, through a marketing perspective, have no light source of their own.

10. Brand Portfolio Strategy :
The effective creation, deployment and
management of brand assets in support of
simultaneous top and bottom-line growth
• Access to New Markets & Customers
• Marketing Investment Efficiency
• Strengthened Customer relationships
• Uncovered Latent Brand Potential

11. Sub Brands : Leveraging of secondary
associations
• Essential brand elements :Carried Blue &
white color code, message of quality & care
• Localized names Brand Market context:
Subbrands
Benefit brands
Co- Brands Cobrands
• Philips and Nivea in 1998 –smoothes ,care for and
refreshes skin.
• Skin electric razor + NIVEA for men

12. Portfolio Graphics :Brand Elements
Name,Logo
Name: The brand has derived its name from the Latin word ,Nivius
meaning "Snow White".
NIVEA’s visual identity - world-famous blue and white color Combination
NIVEA blue - is not just any old blue, but “Ivocart NIVEA Blue B 65711”
A special color mixed exclusively for NIVEA in a complex development process
Blue = sympathy, harmony, friendship and loyalty.
White = external cleanliness as well as inner purity
Blue and White = ideal for honest and appealing brand NIVEA.

13. NIVEA Logo Evolution

14. Brand Hierarchy : Brand Portfolio
structure:
Brand groupings
Biersdorf
Brand hierarchy tree
Brand Range
NIVEA
Skin care Cosmetic
NIVEA NIVEA NIVEA
Creme Hand baby NIVEA NIVEA
NIVEA
NIVEA Deo Hair Bath
body NIVEA Sun care care
Face Care
NIVEA for NIVEA for NIVEA for NIVEA for
Visage Vital Beaute men

15. Present Product range and Grouping

16. Portfolio roles
• Strategic Brand:
• A brand that is projected to reap future sales and profits. NIVEA
Crème, NIVEA Deo, NIVEA for Men
• Linchpin Brand:
• A brand that holds the entire organization together. It is a number
one brand that indirectly influences a business area providing a
strong base for customer loyalty. NIVEA Crème
• Silver Bullet Brand:
• A brand or sub-brand that positively influences the image of
another brand. NIVEA Baby, NIVEA for Men

17. Nivea Vital
• Breakthrough in industry.
• First product for which
brand elements were
changed
• Revolutionary idea
emphasized by change in
colour code-red and curved
gold bands
• Symbol : Energy, femininity
• Core Function : Cell
renewal.

18. Marketing Program : Product
• Product: Tag Line
– Nivea Sun – The New Nivea Sun Makes The Sun Gentle
– Nivea Visage - Get Fair, Stay Fair
– Nivea Shower And Bath-delightfully Gentle And Creamily Mild
– Nivea Hair - Entire Care For Frequently Washed Hair
– Niveo Deo: Aqua & Cool-the Deo That Even Cares For Your Skin

19. MARKETING PROGRAM: PROMOTIONS
NIVEA India: First TV Commercial on Air
• The newly founded Beiersdorf affiliate NIVEA India aired the first
TV commercial in major TV-channels and cinemas in 2006.
• The massive integrated campaign showed uplifting results: NIVEA
Creme sales in July and August like-for-like increased by 143.2 %.
Total NIVEA sales grew by 121.8 % in the same period.
• In collaboration with TBWAIndia, the NIVEA marketing team
produced two scenes to add some "Indian Masala" to the highly
successful international NIVEA Creme spot.
• The TV spots flanked by a print campaign as well as extensive
point-of-sale material and consumer promotions
• Official face care partner of IPL team Chennai Super Kings
3/14/2012

20. MARKETING PROGRAM: PROMOTION
• Launched 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” launched in May.
• To reach new target groups, Nivea launched its largest ever digital mobilization
campaign in social media along with International star Rihanna
• 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.

21. 100 Yrs of NIVEA