NIVEA: A PERFECT MATCH FOR EVERYONE
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This is a creative presentation about 'NIVEA'.It covers its marketing strategy,innovations,competitors,SWOT analysis along with the CASE STUDY of Kotler and Keller book.The three questions of case study are answered briefly.
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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 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 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.
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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.
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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.
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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.
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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.
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NIVEA MARKETING CASE STUDY
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Nivea
The document discusses Nivea's brand portfolio management issues and strategies for their various sub-brands. It analyzes the brand image and personality of Nivea Creme, the sources of brand equity, and how the core brand associations of caring and mildness were extended across different product classes like Nivea Sun, Nivea for Men, Nivea Shower and Bath, Nivea Hair, and Nivea Deodorant. The document also provides examples of marketing strategies and advertisements used for various sub-brands over time.
Nivea
Established in 1882 in Germany, Nivea is a skin care brand that introduced one of the first skin creams in 1911. Within 14 years, Nivea expanded to 34 countries by catering to ideals of female beauty in 20th century Europe. Today, Nivea has a wide range of skin care, face care, personal care, and sun care products targeted at middle to upper class people of all ages and both genders through innovative products and a variety of promotional strategies.
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.
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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.
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Nivea - world largest skin care brand
Nivea is the world's largest skincare brand with a history dating back to 1911. Some key events and innovations in Nivea's history include:
- The introduction of the moisturizing active ingredient Eucerit in 1911
- Growth throughout Europe and overseas markets in the 1920s-1930s
- The iconic blue logo design was established in 1925
- Continued expansion of product lines from the 1970s-present across facial care, body care, hair care, and sun protection
- Ongoing innovations in skin research and active ingredients like Q10 and DNage at their research center in Hamburg.
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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.
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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.
Nivea case study
- Nivea is the world's #1 skin care brand, founded in Germany in 1882 and currently operating in 34 countries.
- It generates 42% of its sales outside of Germany and has become the largest brand in its category.
- Nivea targets the middle class of all age groups and both men and women. It respects different cultures and launches products accordingly to pursue a global brand strategy.
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- Dr. Oscar Troplowitz bought the company Beiersdorf in Hamburg, Germany in 1890 which originally focused on adhesives before expanding into lotions.
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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.
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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.
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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.
NIVEA MARKETING CASE STUDY
A marketing case study of Nivea done during a marketing internship under Prof. Sameer Mathur, IIM Lucknow
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The document discusses Nivea's brand portfolio management issues and strategies for their various sub-brands. It analyzes the brand image and personality of Nivea Creme, the sources of brand equity, and how the core brand associations of caring and mildness were extended across different product classes like Nivea Sun, Nivea for Men, Nivea Shower and Bath, Nivea Hair, and Nivea Deodorant. The document also provides examples of marketing strategies and advertisements used for various sub-brands over time.
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Established in 1882 in Germany, Nivea is a skin care brand that introduced one of the first skin creams in 1911. Within 14 years, Nivea expanded to 34 countries by catering to ideals of female beauty in 20th century Europe. Today, Nivea has a wide range of skin care, face care, personal care, and sun care products targeted at middle to upper class people of all ages and both genders through innovative products and a variety of promotional strategies.
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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.
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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.
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1) AXE is targeted at young males aged 15-25 and portrays confident, trendy users that boosts ego and confidence.
2) Research found the target age group uses multiple AXE varieties per month and the brand is seen as trendy.
3) AXE is positioned as making users confident and appealing to women through provocative advertising campaigns.
Nivea - world largest skin care brand
Nivea is the world's largest skincare brand with a history dating back to 1911. Some key events and innovations in Nivea's history include:
- The introduction of the moisturizing active ingredient Eucerit in 1911
- Growth throughout Europe and overseas markets in the 1920s-1930s
- The iconic blue logo design was established in 1925
- Continued expansion of product lines from the 1970s-present across facial care, body care, hair care, and sun protection
- Ongoing innovations in skin research and active ingredients like Q10 and DNage at their research center in Hamburg.
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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.
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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.
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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.
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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
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Dove launched its "Campaign for Real Beauty" to promote a broader definition of beauty after surveying women and finding many did not feel beautiful or that standards were unrealistic. The campaign featured real women of various ages, shapes and sizes in ads. A film called "Evolution" showed how cosmetics and editing transform women's looks. Dove's mission is to make more women feel beautiful by challenging narrow beauty standards. The campaign resonated widely and positioned Dove as an innovator promoting diversity in beauty.
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.
Beauty Bits Dec 14
Darker skin provides more protection from ultraviolet light due to higher levels of melanin. However, it also increases the risk of scarring and pigmentation problems. Lighter skin is more prone to wrinkles from sun exposure but shows inflammation through redness rather than dark spots. Both skin types need sun protection to slow aging. Tips to slow aging for all skin types include avoiding sun exposure, moisturizing, using antioxidants, and exfoliating.
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NIVEA: A PERFECT MATCH FOR EVERYONE
- 1. Guys, what is topic of PRESENTATION WHAT IS THE TOPIC!!!! Ok,WAIT!! LET ME TELL YOU TOPIC BY A STORY.. HURRY UP,GO TO NEXT SLIDE
- 2. FEAR OF SUN ‘S HEAT ????
- 4. BUT WAIT… I KNOW WHO’S GOT ANSWER GO TO THE NEXT SLIDE!!!!!
- 7. BUT….
- 8. 1882:Paul BEIERSDORF established medical company 1890: Sold the company to OSCAR TROPLOWITZ 1911: OSCAR developed first stable skin cream(emu lsion) WOW!! NIVEA IS BORN
- 9. SEGMENT Skin Care and Beauty Products TARGET GROUP Middle age group POSITIONING Nivea is positioned in the platform of "Gentle Care" and " Wellness" Identify needs of consumers Target Consumers Segmentation and Competitors Analysis Fulfill consumers needs and demands Strong Brand Positioning Smart objectives
- 10. STABLE WATER-IN-OIL EMULSIONS WITH EUCERIT INCREASING THE SKIN’S ENERGY LEVEL WITH Q10 ACTIVATING THE PIGMENTATION OF UV-PROTECTED SKIN WITH GLYCYRRHIZIC ACID ACTIVATING THE MOISTURIZING NETWORK WITH GLUCO-GLYCEROL VITALITY FOR STRESSED CELLS – MAGNOLIA COMBINED WITH HYALURONAN AND CREATINE SYMSITIVE*:SPECIAL CARE FOR VERY SENSITIVE SKIN NIVEA® Q10 FIRMING & SHAPING SHORTY LICOCHALCONE AND GRAPE SEED OIL: PROTECTION AND CARE FOR SENSITIVE SKIN
- 11. 1.) VASELINE 2.) PONDS 3.) JOHNSON AND JOHNSON 4.) LAKME 5.) L’Oreal 6.) YVES ROCHER 7.) GARNIER 8.) LOVEA AND MANY MORE
- 13. In 2011,Restructing of Nivea’s portfolio and brand appearance Nivea’s square logo changed to classic round blue logo with NIVEA in middle Packaging design changed completely(cap of body lotion) NIVEA for Men was renamed NIVEA MEN About 25% products were abandoned which didn’t matched brand core values
- 14. Q.1) What were key steps in maintaining Nivea’s leading position in global market? MODERNISATION OF BRAND INNOVATIVE APPROACH PRODUCT RANGE CONSUMER SEGMENTATION OVERSEAS EXPANSION
- 15. Q.2) Explain connection between cultural norms and product choice.What is Nivea’s strategy in respecting cultural diversity? CLOSE ATTACHMENT WITH CULTURE DIRECT LINK WITH ALMIGHTY AND ANCESTORS NIVEA SUCCEEDS IN MAKING A RIGHT BALANCE BETWEEN CULTURE AND ITS PRODUCT.
- 16. Beauty’ is valued the most by people in Asian countries. So, Nivea made facial creams that promoted fair complexion• ……………………………………………………………………………………… In Middle east countries, company’s prime focus was to add local fragrance like Musk • ………………………………………………………………………………………
- 17. Q.3) Discuss Nivea’s future.What should Beiersdorf do next with product line?Where is future growth for brand?
- 18. • BRIGHT FUTURE IN COMING YEARS • WELL DEFINED FUTURE VISION AND MARKETING STRATEGY • BETTER UNDERSTANDING OF CULTURAL NORMS AND VALUES • UNIQUE STYLE NIVEA’S FUTURE • INCREASING COMPETITION • MORE INNOVATIVE DESIGN AND PRODUCTS • NO COMPROMISE WITH QUALITY POSSIBLE CHANGE WITH PRODUCT LINE • SPONSORSHIPS • NO HARMFUL SKIN SIDE EFFECTS INGREDIENTS • CELEBRITY ENDORSEMENTS FUTURE GROWTH
- 20. DISCLAIMER CREATED BY PRAHASTH BHUTANI ,UPES-DDN DURING AN INTERNSHIP UNDER PROF.SAMEER MATHUR,IIM-LUCKNOW