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.
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.
This powerpoint presentation contains a detailed case study of Nivea brand which is mentioned in chapter 13- Setting Product Strategy, Page-426-427 of Philip Kotler's book on Marketing Management.
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
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.
This paper provides both practical and creative approaches for driving better brand performance. It focuses on the art and science of pricing and the perception it has on consumer decisions.
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.
This powerpoint presentation contains a detailed case study of Nivea brand which is mentioned in chapter 13- Setting Product Strategy, Page-426-427 of Philip Kotler's book on Marketing Management.
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
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.
This paper provides both practical and creative approaches for driving better brand performance. It focuses on the art and science of pricing and the perception it has on consumer decisions.
This presentation helps the beginner to build insight about the 2P's (Price & Product) out of the 4 Marketing P's (which are Product, Price, Place, & Promotion)
Create a Content Marketing Strategy Your Customers will LOVE, in 7 StepsJay Baer
Here's how to create a content marketing strategy your customers will love, in 7 steps. This presentation from global content marketing consultant, keynote speaker, and New York Times bestselling author Jay Baer will help you craft a winning content marketing strategy for your brand or organization. The principles in this presentation are used by Jay Baer and his Convince and Convert consulting firm on behalf of some of the largest companies in the world. Learn how corporate objectives, audiences, audience inquiries, metrics, content execution, and even social media work together to make content marketing programs successful. You'll want to print this one out and/or share it with your team.
Nevia case study analysis by Dinker VaidDinker Vaid
Nivea for Men Case Study.
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.
Background
Award-winning skincare brand Nivea launched a campaign in 2011 to encourage women to buy Nivea For Men products as Christmas gifts for males through their Facebook store.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
1. NIVEA:
MANAGING A BRAND
HIERARCHY
Section A ; Group 9
Ajay Bharathi G
FT12306
Harendra Singh
FT12127
Kushagra Prasad FT12227
Rohit Agrawal FT12351
Tushar Arora FT12168
2. WHAT is BRAND Hierarchy
“A brand hierarchy is a useful means
of graphically portraying a firm’s
branding strategy by displaying the
number and nature of common and
distinctive brand elements across the
firm’s products, revealing the explicit
ordering of brand elements”
Section A GROUP 9 2
3. Development of NIVEA brand
1912: NIVEA Crème introduced into the German
market.
1912-1970: Range of products (48 new products)
introduced and expanded under Nivea brand -
maintaining a mono-product philosophy .
1970 - 1993 :Stiff competition from
Ponds, Henkel, Unilever.
NIVEA – primarily through NIVEA crème had
aquired a unique, widely – understood brand
identitiy as a “caretaker” of skin.
Section A GROUP 9 3
4. Development of NIVEA brand
Sales grown from $826 million in 1994 to
$1831 in 2000, 121.6% growth
Two-Prong strategy:
Stabilize strong historical market position
-Larger sized units; special line outlets to
food outlets; Aggressive Ad campaigns
Transfer the goodwill to other products
Skin creme to Skin care and personal
care brand. Nivea Universe.
Continuity and Innovation
Section A GROUP 9 4
5. BRAND ASSOCIATION
CARE
Protection
Mildness
Gentleness
Trustworthy/Reliable
Pure
Simple
Multipurpose/Universal
For Family
Heritage
Section A GROUP 9 5
6. Brand Image of NIVEA
Strength of Brand Association:
Rich set of Association like Care, mildness, reliability,
gentleness, protection, high quality, feeling good &
reasonably priced.
The Nivea woman- reflected in Ads as clean, fresh and
natural.
Favorability of Brand Association:
Used by Entire Family
Universal, Unisex, satisfying multiple needs.
Associated with Mother-Child relationship, Family
vacation.
Uniqueness of Brand Association
Complete caretaker of skin
Caring and protective
Anti - Aging
Section A GROUP 9 6
7. CBBE PYRAMID
RESONANCE:
Attachment
Community
JUDGEMENT:
Credibility Superiority
FEELINGS: Warmth
Fun
PERFORMANCE: Quality, Mild &
Gentle, Caring & protective pure
IMAGERY: Heritage, For
Family, Universal Application
SALIENT: Multi-forms and purposes
Section A GROUP 9 7
8. EXTENDING THE NIVEA
BRAND
GUIDELINES:
Meet basic needs: clean/protect.
Offer the special care/mildness benefits
of NIVEA crème.
Be simple.
Not offer to solve a specific problem.
Offer the broadest possible distribution.
Balanced cost benefit relationship.
Maintain a leading position in terms of
quality.
Section A GROUP 9 8
9. NIVEA BRAND PORTFOLIO
NIVEA
SKIN CARE FACE
Nivea crème CARE/COSMETICS
Nivea Visage PERSONAL CARE
Nivea Body
Nivea Vital Nivea Deo
Nivea Soft
Nivea Beaute Nivea Bath care
Nivea Hand
Nivea Lip care Nivea Hair Care
Nivea Sun
Nivea Baby Nivea for Men
Section A GROUP 9 9
10.
11. Early Advertising
Basic Theme -
Simple, Plain, Informative
Image of NIVEA women as
clean, fresh and natural.
1920’s Three happy, healthy lads
Extended the freshness and natural
Image to entire Family
Section A GROUP 9 11
12. Later Advertising
Continued to represent the heart of
NIVEA products - trust, sympathy and
care
Along with their own functionalities.
Blue Harmony campaign in 1992 to
show the spirit of NIVEA in NIVEA
Creame
Section A GROUP 9 12
13. Going Forward
Better Market Mix - Better
products, Premium pricing enhancing
quality, Outlets and saloons of NIVEA
etc.
Eco-Friendly products - Introducing
Green/Herbal products along with
promotion through CSR activities.
More emphasis on local needs for
developing countries. Europe should
remain on primary focus.
Section A GROUP 9 13
14. LEARNINGS
Sub- Branding Strategy is best for a
company having large Brand Breadth.
Focus on Brand Values and mantra and
associate the same to all the product
lines.
NIVEA leveraged the Brand Equity
earned over decades to gain more and
more market penetration.
Offer a huge category of products in
order to cater almost every need of
market.
Products and Ads should reflect the local
connect.
Section A GROUP 9 14