Nivea, a brand owned by Beiersdorf Global AG since its launch in 1911, has successfully positioned itself as a market leader in the facial care sector with a brand value of $6.565 billion. Its strategies include consistent product innovation, a standardized global brand policy, and adaptations to local markets to respect cultural diversity. Moving forward, Beiersdorf aims to expand its product line and maintain its strong market position through localized advertising and further portfolio diversification.

1. NIVEA
Case Study Review
1

2. • NIVEA comes from latin word meaning snow-white.
• NIVEA Crème was introduced to the world in
December of 1911.
• It is owned by the Hamburg-based company
Beiersdorf Global AG.

6. • Brand Value:6,565 US $ millions
• Top 3 Competitors
1. Johnson & Johnson
2. 3M Company
3. L’Oreal

7. MARKETING STRATEGY

8. BRAND• 14 years after its market introduction,
Nivea underwent a relaunch.
• Brand logo and typography was changed.
• Positioning strategy was made to be more
modern with time.

9. EXPANSION AND PORTFOLIO
DIVERSIFICATION

10. • Beiersdorf introduced the world’s first ever
aftershave with Nivea Men Aftershave
Balsam.
• The slogan, “It starts with you!” is simple
and powerful strengthens the brand
position in the growing market of men’s
cosmetics.

11. INTERNATIONAL
EXPANSION STRATEGY
• Local Product modifications/adaptations.
For e.g.: fair complexion enhancers such as whitening creams were
sold in Asia and became bestsellers.
• The brand appearance was kept standard irrespective of the country/
area.

12. Based on the Case Study

13. Key steps in maintaining
Nivea's leading position
in the global facial care
market?

14. -Consistent product innovation
E.g. :Nivea Milk, aftershave for
men and the more recent In-
shower Body Moisturiser.
-Standardised Global Brand Policy
-Core values- trust, care and
closeness.
-Celebrity Endorsements

15. What is Nivea's strategy in respecting
cultural diversity while pursuing a
global brand strategy?

16. Cultures, sub-cultures determine people’s needs and wants. They influence consumer
behaviour and hence, their product choice.
Nivea’s internal expansion strategy includes local product adaptations while keeping the
brand appearance similar globally.

17. Nivea's future : What should Beiersdorf
do next with its product line?

18. • Facial care and skin care market (for both the genders, and all age segments)
is not an exhaustive market with scope for growth and innovation.
• Focus should be on maintaining and strengthening it’s global brand position
and increasing market share by expansion.
• Increase the depth of its product line.
• Adaption of international Ad campaigns at the local level to reduce costs of
different production formulations & packaging can also be done.

19. Thus, today NIVEA is one of the strongest face care brand, with
around 30 % of women all over the world being their loyal customers.
It is the market leader in 46 countries and voted the ‘Most Trusted
Skin Care’ brand.

20. SUMMARY
1. Introduction to Company and Overview
2. Blue Agenda of Beiersdorf
3. Marketing Strategy
Brand Relaunch
Product Portfolio Diversification
International Expansion
4. Questions Based on Case Study

21. DISCLAIMER
Created by Jayati Walia,
DTU, during a marketing
internship by Prof. Sameer
Mathur, IIM Lucknow.