The document provides information about Nivea's brand strategy and positioning. It discusses how Nivea uses focus groups and market research to develop products tailored for different target markets globally. The company distributes products through cost-effective channels to reach large consumer bases while considering environmental impacts. As a price leader, Nivea sets benchmark prices that competitors follow or undercut. The company selects promotional techniques that appeal to different cultural tastes through various media. Nivea has a wide range of products for all ages and markets itself as a brand that provides skincare solutions for everyone.

6. The company uses focus groups to collect feedbacks from consumers
directly, gathers data from customers via different research techniques
and launches product testing activities with customers in different
geographical locations.
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.

7. As a price leader, the company sets the price
benchmark that competitors will either follow
or undercut.
Nivea selects promotional techniques that
appeals to the tastes of its target market through
the range of mass media available.

10. Nivea is the Queen
of mega brand
franchises. It’s
parent company,
Beiersdorf, had
built Nivea into the
worlds number one
personal care
brand.
UMBRELLA BRANDING

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 innovative skincare products to help individual obtain a healthy, youthful, and non-
surgical method of skin perfection

13. Operating in western countries
always thinking about where
they can expand.
It is a brand that looks after
personal and skincare needs
of people.
NIVEA has products within its
range for everyone- from kids
to young men & women to
mature & old people
Big range of products for
Different target groups based
on their different needs and
wants.

15. What were the key steps in maintaining Nivea's leading position
in the global facial care market?

16. Explain the connection between cultural norms and product choice. What
is Nivea's strategy in respecting cultural diversity while pursuing a global
brand strategy?

17. Discuss Nivea's future? What should Beiersdorf do next with its product
line? Where is the future growth for the brand?

18. Although NIVEA Crème has continuously evolved to keep pace with the latest scientific findings relating to skin care, the basic formula has remained
unchanged for 100 years, complete with the same unmistakable fragrance.
The first advertising films for NIVEA were produced in blue and white, as opposed to the standard black and white of the 1930’s era
The Beiersdorf Research Centre – the place where all NIVEA’s products are developed – is shaped like a human skin cell, magnified billions of times
NIVEA is a green brand. The NIVEA Crème tin is 100% recyclable, the brand uses environmentally friendly processes to source its raw ingredients
and even its packaging is designed to save resources.
If all the blue NIVEA Crème tins ever produced were to be piled up, by 2020 the stack would reach the moon!
The year 2011 saw a landmark moment for Nivea as it celebrated its “100 Years of Skincare”.
A study carried out to find out which companies have the best brand recognition concluded that Nivea’s logo can be recognized even when 70% of it
was covered up.
1960s Most Popular Product Was…Nivea’s inflatable beach ball! It was created in the 1930s as a promotional ‘3D’ version of the blue tin to help
Germans make the most of their leisure seaside activities. Once the war was over, the inflatable ball became extremely popular among Germans, and
the successful marketing idea was expanded all over Europe.

21. By :
Rachit Garg