A presentation on Nivea made by Aditya Shekhar for Marketing Internship under Prof. Sameer Mathur, IIM-Lucknow.

1. Title Layout
Subtitle
NIVEA
A Marketing Excellence presentation

2. German personal care
brand that specializes in
skin and body care.
Founded in 1882 by Paul
Carl Beiersdorf.
Used water in oil as
a skin crème.
30% of the
female
population use
this brand.
“Nivea” stands for
Snow White.
Hence the core
benefit of the
company was
highlighted, to
make skin as
white as snow.
With more than 130
years of experience
in skin care and one
of the world's most
modern skin
research centers,
Beiersdorf stands for
innovative and high-
quality cosmetic
products.

3. Reasons for Nivea’s success
~ Positioning Strategy: switched up with social
changes.
~ Innovative Products: World’s first liquid cream,
Nivea Milk, Nivea Men After shave balsam
~ Standardized Global Policy.
~ Restructure of product port folio and brand
appearance.
~ Rearrangement of Product Line.

4. Evolution of Nivea’s package design which was one of the main
strategies of the company to attract more consumers.

5. Beiersdorf
General Purpose and Lotions
NIVEA Cream
NIVEA Baby
Shower, Soap & Talc
Crème Care Soap
NIVEA Crème Soft Soap
Body Care & Deodorants
NIVEA Body
NIVEA Deo
Hand care & Lip Care
NIVEA Bath Care
NIVEA Hair Care
Men’s & Female’s Face Care
NIVEA For Men
NIVEA for BEAUTY
Sun Care
NIVEA Sun
Nivea
PRODUCT MIX WIDTH
PRODUCT
LINELENGTH
Nivea’s Product Line has some of the
most wanted products in the Skin care
consumer market. In addition to this,
the company also insights Line Filling.
This has enabled Nivea to keep up
with the market.

6. ADVERTISEMENTS

7. Nivea has been very influential in its
advertising techniques. Right from the
print ads to online advertisements,
this has been one of the key
strategies of the company to reach
out to its customers and have an
outstanding brand value.

10. Innovation has been at the heart of the business for
over 130 years. As far back at 1900, Dr. Isaac
Lifschütz applied for a patent for his new emulsifying
agent Eucerit; the hydrophilic ointment base in
our Eucerin range. In 1911, Eucerit also became a key
component in NIVEA, the world’s first stable oil-and-
water-based cream that was suitable for mass
production.

11. Nivea has launched some of the
revolutionary products since its
inception.
These include-
 First liquid Cream, NIVEA MILK
1963
 First after shave product, NIVEA
MEN AFTERSHAVE BALSAM 1980
 In Shower Body Moisturizer 2013
HIGHLY INNOVATIVE AND
SUCCESSFUL PRODUCT!!!!

12. The packaging is not only expected to be aesthetically
pleasing and function flawlessly they are committed to
designing and producing it in an environmentally
friendly fashion.
All the raw materials used must pass stringent
multistage quality and safety inspections conducted by
Beiersdorf quality management. This ensures that they
only use harmless and high-quality raw materials.
• A famous tin packaging
with a round blue logo
& brand name in the
middle.
• All the product went
logo changes.
• Cap of all body lotions
was re-shaped.
EVOLUTION OF NIVEA’S PACKAGING

13. NIVEA CO-BRANDING
Also called as Dual Branding or Brand
Building. In this the company combine their
products with other companies. Two or more
products are combined to form a joint
product or marketed together in some
fashion.
Nivea’s highly successful and world class
co-brands

16. • Continuous innovations on products and packaging.
• Logo changes.
• Changes in positioning strategy to keep up with social
changes.
• Standardized Global Policy.
• Extensions or rather Rearrangement in Product Line.
. What were the key steps in maintaining Nivea’s
leading position in global facial care market?

17. Nivea’s future? What should Beiersdorf do next with
product line?
• Great future but competition from other brands like Lakme.
• Additions in Product Line.
• Although beauty products were withdrawn, it should also
look on innovations in this field.

18. Nivea’s continuous innovation and marketing strategies have led to the company to a
remarkable position. Its wide range of high quality products have done good market
in a huge population.
Some of the links that prove these facts are:
https://www.forbes.com/pictures/lmj45jdlf/no-3-loreal/#5d2c651d110e
http://economictimes.indiatimes.com/industry/cons-products/fmcg/we-are-market-
leader-in-some-sectors-against-the-mighty-hul-nivea/articleshow/57678531.cms

21. Created by Aditya Shekhar, KIIT
Bhubaneswar, during a Marketing Internship
under Prof. Sameer Mathur, IIM-Lucknow.