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.

1. Managing a brand
Submitted By:
Ganesh Dutta

2. INTRODUCTION
Nivea is a global skin- and body-care brand that is owned by
the German company Beiersdorf.
The company was founded on March 28, 1882, by pharmacist Carl Paul
Beiersdorf.
In 1900, the new owner Oskar Troplowitz developed a water-in-oil emulsion
as a skin cream with Eucerit, the first stable emulsion of its kind.
Nivea is marketed in India by NIVEA India Pvt. Ltd.
 The Nivea brand, has been present in India for about 40 years but the
subsidiary was set up only in 2006.
This brand has a history of around 100 years. Nivea came into existence in
the year 1911.

3. 1911: Dr Oscar
Troplowitz, a medical
researcher, develops
a new kind of
cosmetic cream.
1922: NIVEA
launches the first
mass market
skincare cream in
the UK - the
world's first true
cosmetic
moisturiser.
1950s: NIVEA
begins to expand
its product
portfolio beyond
the iconic NIVEA
Crème into
lotions, Sun care,
Shower and basic
face care.
1991: NIVEA
Visage launches
in the UK
1992: From here
until 2000, NIVEA
body, Soft, Hand,
For Men, and Lip
care all launch in
the UK
2002: NIVEA
Deodorant
launches in the
UK
2006:
•Beiersdorf UK
Ltd celebrates its
100th anniversary
•Started
operations in
India as joint
venture with JL
Morrisson
2007: Breaks the
Joint Venture &
becomes the
subsidiary of UK
company
2011: 100th ann’y
of Launch of
NIVEA Crème.
History
1906: Beiersdorf opens
its first UK office in Idol
Lane, London.

4. Blue & White
Trustworthy,
reliable
Care
Protection,
Pure
For family,
multi-purpose
Identify and Establish Brand Positioning and Values: Mental Map

5. Judgments Feelings
Performance Imagery
Salience
Resonance
Identify and Establish Brand Positioning and Values: CBBE Model
Resonance: Commitment: Continuous
use in winter; No Brand Switching
Judgments:
Wide range of products, Reliable,
Consistent,
Feelings: Freshness, Good , Satisfied,
Soft, Sophistication
Performance:
Caring & Protective, High Cost, Attractive
Packaging, Pleasant Fragrance, High Quality,
Mild, Gentle, Smooth, knowledge about its
multiple functions
Imagery: Blue tin & white logo, Used in winter
since childhood, For dry skin, Sincere,
Sophisticated, Targeted to males & females of
age under 40 yrs
Salience:
Various products and purposes,

6. BRAND PRISM
Constructed Source
Constructed Receipt
I
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O
N
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N
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L
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T
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O
N
PERSONALITY
BEAUTIFUL, NATURAL,
SMILING MEN AND WOMEN
(ANUSHKA & ARJUN RAMPAL)
CULTURE
SIMPLICITY, SOFTNESS,
EXPERIENCED
(GERMAN)
PHYSICAL PRODUCT
MENS AND WOMENS SKIN
CARE WHOSE COMMITMENT
IS TO PROTECT SKIN.
RELATIONSHIP
A CARE WHICH TRANSMITED
FROM GENERATION TO
GENERATION
SELF IMAGE
CONFIDENT, SMOOTH SKIN
AND BEAUTIFUL.
REFLECTION
A BRAND THAT BUILD
TRUST, CAN BE EXPERIENCE

7. Plan and implement brand marketing programs : Mixing and
matching brand elements
Two researches conducted by BDF– 1990’s
A “Inner Visuals” - imagery study
- Pictures were associated to skin care brand
- Nivea was associated to pictures denoting :
Traditional Family ideal, Communities
Earth – The Blue Planet - relating it to Creme NIVEA.
B “Semiological Analysis” of consumer’s socio-cultural values in 1990’s
- To evaluate Socio-cultural position of Creme NIVEA and other major sub
brands.
These studies revealed - NIVEA’s Brand association fit well into values of
1990’s.consumer.
-The return to more simplistic and holistic approach to life ,
-The desire to more fairness, openness & authenticity and belongingness
These were the values associated to NIVEA and particularly- Creme NIVEA

8. • Brand Mantra- Articulation of heart and soul of
brand ,captures irrefutable essence or spirit of
the brand positioning.
• NIVEAness : Essential Brand values :Timeless,
Ageless,motherhood & happy family, honesty
& trustworthiness and product benefits of
mildness and quality.
Plan and implemet brand marketing programs : Mixing and
matching brand elements

9. Brand Architecture
Brand portfolio
strategy:breadth,depth
Portfolio roles: Strategic
brands
Linchpin Brands
Benefit brands
Cash Cow brnads
Portfolio graphics:
Logo
Brand Portfolio
structure:
Brand groupings
Brand hierarchy tree
Brand Range
Brand Market context:
Subbrands
Benefit brands
Cobrands

10. Brand Portfolio Strategy :
The effective creation, deployment and management of brand
assets in support of simultaneous top and bottom-line
growth
• Access to New Markets & Customers
• Marketing Investment Efficiency
• Strengthened Customer relationships
• Uncovered Latent Brand Potential

11. Sub Brands : Leveraging of secondary
associations
• Essential brand elements :Carried Blue &
white color code, message of quality & care
• Localized names
Co- Brands
• Philips and Nivea in 1998 –smoothes ,care for and
refreshes skin.
• Skin electric razor + NIVEA for men
Brand Market context:
Subbrands
Benefit brands
Cobrands

12. Portfolio Graphics :Brand Elements
Name,Logo
Name: The brand has derived its name from the Latin word ,Nivius
meaning "Snow White".
NIVEA’s visual identity - world-famous blue and white color Combination
NIVEA blue - is not just any old blue, but “Ivocart NIVEA Blue B 65711”
A special color mixed exclusively for NIVEA in a complex development process
Blue = sympathy, harmony, friendship and loyalty.
White = external cleanliness as well as inner purity
Blue and White = ideal for honest and appealing brand NIVEA.

13. NIVEA Logo Evolution

14. Brand Hierarchy Biersdorf
NIVEA
Skin care
NIVEA
Cream
NIVEA
body
NIVEA
Hand
NIVEA
Sun
NIVEA
baby
Face Care
NIVEA for
Visage
NIVEA for Vital
NIVEA for Beauty
NIVEA for men
Cosmetic
NIVEA
Deo
NIVEA Bath care
NIVEA
Hair care

15. NEW PACKAGING CONCEPT

16. Present Product range and Grouping

17. Portfolio roles
• Strategic Brand:
• A brand that is projected to reap future sales and profits. NIVEA Crème, NIVEA
Deo, NIVEA for Men
• Linchpin Brand:
• A brand that holds the entire organization together. It is a number one brand
that indirectly influences a business area providing a strong base for customer
loyalty. NIVEA Crème
• Silver Bullet Brand:
• A brand or sub-brand that positively influences the image of another brand.
NIVEA Baby, NIVEA for Men

18. Nivea Vital
• Breakthrough in industry.
• First product for which
brand elements were
changed
• Revolutionary idea
emphasized by change in
colour code-red and curved
gold bands
• Symbol : Energy, femininity
• Core Function : Cell
renewal.

19. Marketing Program : Product
• Product: Tag Line
– Nivea Sun – The New Nivea Sun Makes The Sun Gentle
– Nivea Visage - Get Fair, Stay Fair
– Nivea Shower And Bath-delightfully Gentle And Creamily Mild
– Nivea Hair - Entire Care For Frequently Washed Hair
– Niveo Deo: Aqua & Cool-the Deo That Even Cares For Your Skin

20. MARKETING PROGRAM: PROMOTIONS
NIVEA India: First TV Commercial on Air
• The newly founded Beiersdorf affiliate NIVEA India aired the first
TV commercial in major TV-channels and cinemas in 2006.
• The massive integrated campaign showed uplifting results: NIVEA
Creme sales in July and August like-for-like increased by 143.2 %.
Total NIVEA sales grew by 121.8 % in the same period.
• In collaboration with TBWAIndia, the NIVEA marketing team
produced two scenes to add some "Indian Masala" to the highly
successful international NIVEA Creme spot.
• The TV spots flanked by a print campaign as well as extensive
point-of-sale material and consumer promotions
• Official face care partner of IPL team Chennai Super Kings
5/21/2015

21. MARKETING PROGRAM: PROMOTION
• Launched a new skin care campaign to mark the 100th year celebration of renowned cream brand Nivea. (With the
business strategy “Focus on Skin Care. Closer to Markets)
• The campaign titled “100 Years Skincare for Life” launched in May.
• To reach new target groups, Nivea launched its largest ever digital mobilization campaign in social media along with
International star Rihanna
• Another focus in Nivea’s 100th birthday year is the support of a special project for socially disadvantaged children
undertaken by Nivea in global partnership with the children aid organization Plan International.

22. 100 Yrs of NIVEA