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.

1. Which skincare
brand pops into your
mind as you see Blue
and white?

3. BUT WHEN?
• In 1911, Oscar Troplowitz introduced
First stable cream based on water-in-oil emulsion.
• Journey so far made Nivea the largest skin care
Brand of the world.
• Now owned by Germans company Beiersdoef

4. TAGLINE / SLOGAN
-It helps protect your skin; 100 years of skin care for Life
USP
- Nivea makes dry skin smooth and irresistible to touch

5. Personal skin care products
Middle class all age groups
for skin care
Nivea is positioned in the
platform of "Gentle Care"
and " Wellness"
S
T
P

6. SWOT
ANALYSIS

7. 1. Nivea faced Criticism over ad
campaigns which were termed as
racist by a few people
2. Intense competition in skincare
segment
SEGMENTATION
1 Nivea globally is the brand that has its presence in
around 20 product categories in more than 50 countries.
2. Nivea has huge brand recall and equity.
3. Very strong distribution network
4. The packs ‘Blue and White’ color as its brand element.
5.Excellent advertising and brand visibility makes it a top-
of-the-mind brand
1. Popularity of other skin
care brands
2. Fierce marketing from
competitors while Nivea still
lies on lazier front
1. Well reputed and established global brand, every chance to
grow in the emerging economies as well
2. Nivea has an opportunity to increase market share
3. Entry in men’s segment by focused products
WEAKNESSES
OPPORTUNITIES THREATS

8. The story so far…
Story so far…
• 1963- World’s first “ liquid cream”, Nivea Milk.
• 1980- Nivea for Men after shave.
• 1990-World’s leading brand.
Expanded its product line into make up, men’s facial
cream and deodorants.
• Sales dropped due to failure in product line.

9. • 2011-Reconstruction of Nivea product portfolio
• Square logo redesigned to classic Nivea logo
• All product lines with same logo , reconnected
brand to its core product-NIVEA CRÈME.
Test shows how new logo improved nivea
Visibility at the point of purchase.

10. STRENGTHENING BRAND’S
POSITIONING
• Renamed Nivea for men NIVEA MEN

11. • Product line rearranged.
• Product portfolio reduced by 25%( make up
products withdrawn, etc.

12. MARKET STAND
• 30% women around the world
use Nivea Products
• Market leader in skin care
segment in 42 countries
•Global brand awareness for
Nivea is 93%

13. • LOVE
QUESTIONS
FROM
THE
CASESTUDY

14. Ques 1. what were the key steps
in maintaining nivea's leading
position in the global facial
care market

15. •Nivea changed their logo, packaging to connect to
its core brand – nivea crème.
•Increased their product line both vertically and
horizontally
Product lines- Nourishing lotion, Body deodorizer,
shower gel, lip care products.
•They have expanded globally in around 46 countries
with different product lines.

16. Ques2. What is Nivea’s strategy
in Respecting cultural diversity
while pursuing a global brand
strategy?

17. Products are introduced according to the cultural and
national differences-
• Asia- fair complexion products
• Middle east- products with local fragrances like musk
Its pursuing its global brand strategy by
using messages which are beyond the
cultural limits like mother-child
relationship.
Targeting audience through giving
endorsements to the Hollywood and
bollywood stars in their respective
countries. Hence advertisements are also
done strategically according the customers
targeted.

18. Ques 3. What should Beiersdorf do
with its product line? Where is
the future growth for the
company?

19. • Beiersdorf should introduce products
among the luxury category. As the
brand value is already trusted hence to
up market stretch will be beneficial
with proper marketing strategy.
• Product line depth can also be done .
For example in the current product
portfolio , nivea shower gel is being
appreciated by the customers hence
product line can be expanded with
product line pricing for different
customers.

21. DISCLAIMER
Created by Vhosky Rajoria, NSIT, Delhi.
During the marketing internship under
The guidance of Professor Sameer Mathur,
IIM lucknow.