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 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.
Dove is a personal care brand which is owned by Unilever. It was created in the year 1955 by an American chemist named Vincent Lamberti. The Dover products are sold in more than 150 countries and are offering a range of products for women, men and children. Dove's logo is a silhouette profile of the brand's namesake bird. The products include beauty bars, lotions/moisturizers, antiperspirants/deodorants, hair care, body washes, or facial care products.
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.
This slide include the analysis of Harvard Business Review's Case on Dove's brand evolution and its support to Unilever to grow to other market category.
This slide has been created on the base of a Harvard Business School Case's analysis "Dove :evolution of a brand". The case focuses on the strategy behind the media, mass and personal communication of Unilever's top brand Dove.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
3. COMPANY OVERVIEW
• Nivea is a global body care brand that is owned by German company
Beiersdorf.
• The Company was founded on March 28 1882, by Pharmacist Carl
Paul Beiersdorf.
• Beiersdorf ranked fifth in global beauty and personal care market in
2013, with a value share of 3%.
4. Umbrella Brand
Nivea is the Queen of mega brand franchises.
It’s parent company, Beiersdorf, had built Nivea into the worlds number
one personal care brand
6. • NIVEA comes from Latin word meaning snow-white. The name does
justice to the idea of beautiful skin, that the brand spreads through its
product.
• NIVEA Creme was introduced to the world in December of 1911. At
that time it was found in a tin yellow box.
• The brand presents itself as a skin care solution for both men and
women.
9. • Nivea applies the principle of point of difference.
• Nivea continuously changes its core values with constant product
innovation.
• Nivea internationalize sub-brands by creating a universal name.
• Nivea focuses heavily on research to develop new products that
caters to growing needs.
10. Direct Marketing
• Period mailings
to more than
one million
database
Non Tradition
Marketing
• Nivea beach ball
European
beaches each
summer
Event Marketing
• Sponsored
beauty events
contests in
diverse markets,
Poland, UK,
Thailand
11. Market
Segmentation
Geographic
Operating in
western countries
always thinking
about where can
expand
Demographic
NIVEA has products
within its range for
everyone from kids
to young men &
women to mature
and old people
Psychographic
Big range of products
for Different target
groups based on their
different needs and
wants
Behavioral
It is a brand that looks
after personal and
skincare needs of
people.
12. Target Market
The target market for
Nivea consist of upper
strata of the society,
mainly middle class, all
age groups for skin care.
Positioning
Nivea develops
innovate skincare
products to help
individual obtain a
healthy, youthful and
non-surgical of skin
perfection.
13.
14. PRODUCT
Nivea employs extensive market research to target
key market segments. The knowledge and
information from the research assists in the
formulation of new products. Nivea arranges and
implements its market research efforts with
consumers in a number of different ways. Three
strategies are applied. Firstly, the company uses focus
groups to collect feedbacks from consumers directly.
Secondly, the company gathers data from customers
via different research techniques. Lastly, the company
launched product testing activities with customers in
different geographical locations.
15. Price
As a price leader, the company sets the price
benchmark that competitors will either follow or
undercut. However in the future, Nivea needs to
constantly review prices if any competitor joins the
market at the ‘market growth’ stage of the product
life cycle in order to ensure that the products are
competitively period.
16. Place
Nivea distributes through a variety of outlets that are
cost effective, while at the similar time, able to reach
the largest possible amount of consumers. In fact, the
company’s distribution strategies also take into
account the environmental effects due to transport.
The company employs a central distribution system in
UK. The company does not distribute directly to
smaller retailers because the volume of products sold
cannot justify the high costs to do so. Indeed, the
company uses wholesalers for these smaller retailers.
Not only that, the company also decided not to sell
directly through its corporate website as the costs of
producing and distributing small orders would be too
impractical.
17. Promotion
Nivea selects promotional techniques that appeals to
the tastes of its target market through the range of
mass media available .The company believes that one
way advertising methods are less effective if
compared to communicating directly to the
customers. Therefore the company does not plan to
use any above the line promotion techniques. The
company arranges the promotional techniques to be
consumer-led through below the line promotion. By
employing various below-the-line routes, the
company implements ways of communicating to
teenagers and their mothers as well directly. One of
the critical parts of this strategy is the distribution of
products samples. These enable the prospective
consumers to touch, feel, smell, and test the
products.
18. Promotional
Strategies
NIVEA sees its responsibility to promote skin
protection and the association between healthy skin,
general fitness and well being.
NIVEA adopted separate ad campaigns for each sub-
brands, but a common message of quality and care
exist in all ads.
19. NIVEA has partnered with many Hollywood and Bollywood
actors to promote and endorse its brand.
This Photo by Unknown Author is licensed under CC BY-NC
20.
21. Presented By
D. Govardhan Reddy
CSE,MVSR Engineering College
Guided by:
Prof. SAMEER MATHUR IIM , Lucknow