Nivea has maintained its leading position in the global face care market through several key steps:
1) Adapting products to local tastes by using local ingredients and addressing needs specific to different regions.
2) Consistently innovating and launching new products while maintaining the brand's core values of care, trust, and closeness.
3) Employing effective marketing strategies like event marketing, mass media advertisements, and direct marketing to increase brand awareness globally.
4) Differentiating products through attractive and easy-to-use packaging, functional benefits, and high brand visibility on store shelves.
5) Relaunching existing products with new designs and formulations to appeal to changing consumer preferences and future 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.
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 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.
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
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.
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
The ageing population gives chance to upsell to consumers as they look for more progressive skincare. Our holistic approach provides a chance for women in their 50’s to be in perfect harmony between their inside and outside beauty.
This holistic approach fits their confucianism values. They believe that the outside beauty reflects the inner beauty.
Moreover the tech-savy aspect of consumers has largely influenced the way they shop, and it does not only concern young generations. Thanks to Korea world’s best IT infrastructure with exceptionally wide use of high-speed Internet and smartphones consumers can be easily reached.
Young Marketers Elite 3 - Assignment 7.1 - Positioning - Đức Hiệp - Kỳ Vỹ - K...honvongphu
Tuần này Young Marketers sẽ quay lại với 2 suất dự thính cho 2 bạn có bài làm tốt nhất trong 6 slide nội dung (Eliter 10-11 slide) gửi về contact@youngmarketers.vn trước 22:00 ngày thứ 5 ngày 3/3:
1. Thế nào là Brand Positioning? Brand Positioning Statement? Cho ví dụ thương hiệu tại Việt Nam. (Eliter cho 3 ví dụ trong 3 category khác nhau) (30%)
2. Thế nào là Brand Essence? Thế nào là BrandKey? Cho ví dụ thương hiệu Việt Nam. (Eliter cho 3 ví dụ trong 3 category khác nhau, không trùng với brand cho câu 1). (40%)
3. Thế nào là Extended BrandKey/Positioning. Cho ví dụ. (Đây là câu hỏi dành riêng cho Eliter). (30%)
Young Marketers - Empower the next marketing generation.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
2. The Name That Envelopes the
FEEL
Because you Would always choose
a product that
stays with you
From childhood to old age
From your mother to your son
4. How did a Skin Care Brand Get
Global Success?
The Company started by a pharmacist was
owned by Oscar Troplowitz in 1991 and
with an invention of
“World’s First Stable Face Cream” that
protects the skin so that it remains as
SNOW,
And in 2013 the global brand awareness
for Nivea is 93% with brand values
Trust Care Closeness
5.
6. PRODUCT
and
QUALITY
a Point Of
Differentiation Investment in
RnD
To create
Familiar but
surprising
features
Glo
bal Brand that
Preserved
Local Tastes
Execcenlt
Designs &
Brand Visibility
Innovative
marketing
strategies
Linear and
Horizontal
Extension
under
Brand Umbrella
Nivea is an innovator of
unique Body Lotions, Skin
Cream, for Men, in Shower
Body Moisturizer
Easy to use and attractive product
designs
Innovations with lids and shapes,
features of the product packaging
Nivea launched ‘healthy suntan’
and ‘skin whitening’ for Asia and
uses local fragrances like Musk in
MIddle east
Consistent in launching new
products with exciting contents
Nivea launched ‘healthy suntan’
and ‘skin whitening’ for Asia and
uses local fragrances like Musk in
MIddle east
Direct Marketing
Blue santa Clause
Event Marketing
Mass media advertisements
STRATEGY
7. THE PERFECTLY DIFFERENTIATED PRODUCTS
●
●
●
●
●
●
●
●
➢ Well Designed Products
➢ Easy To Use
➢ Attractive Packaging
➢ Simple and Bold
➢ Functional Benifits
➢ High Visibility
➢ Pleasing while Shopping with self
service
➢ Easily Differentiable
8. TARGET MARKET :
● Broad market including all age groups
● All Genders
● Mainly Middle Class and High Class
SEGMENTATION :
● Geographical
● Psychological
● Demographic
● Behavioural
BRAND VALUE :
● Care
● Trust
● Closeness
BRAND POSITIONING :
● High range of quality skin
care products
10. RELAUNCHES
NIVEA has 42% sale outside Germany
It has spread the business in 34 Countries
Then WHY to Relaunch the Product?
&
HOW?
11. ADAPTING THE NEW FUTURE
PRODUCT LOOK
More appealing design, dye & Typography
ELIMINATION OF OF BEAUTY
AS CORE VALUE
All beauty products were replaced by Innovative
body care products
POSITIONAL STRATEGY
Changed with the change in the definition of
Beauty
ELIMINATION OF PRODUCTS
WHICH DID NOT FOLLOW
THE CORE VALUE
About 25% products were Eliminated
17. ● Humans are social animals and hence our psychology is highly affected by the
cultural norms we follow. Choice or the ability to choose is mainly influenced
by the psychology and current environment and hence culture does perform
big role in choice.
● Nivea understands it and uses this psychological and geographical
segmentation for “connecting consumer”.
● Using local ingredients in products, like Musk fragrance in MIddle east or
satisfying local needs like fairness featuring products for Asia gives customer
the feeling of customization & connectivity.
● For a skin care brand with values like Nivea, Emotional Branding is a must.
● Considering ‘Cultural norms’ has enriched Nivea’s strategy.
18. ● Adaptive Nature
● Relaunching product with new needs of targeted market
● GIving preference to core values
● Focusing on Linear Expansion
● Customization with proper and clear segmentation
● Simple and Bold Attitude
● Slogans like “ whatever skin you are in” and Campaigns like “Only Me”
produced domination as well as customer value.
● Care and Closeness as a core values gained Consumers Trust for the brand
19. What Were Key steps in maintaining Nivea’s
leading position in the global face market?
21. ➔ ATTITUDE OF NIVEA
➔ SUCCESS STORY
➔ BRANDING OF NIVEA
➔ MARKETING AND PRODUCT STRATEGY
➔ DIFFERENTIATING STRATEGY
➔ RELAUNCHES OF NIVEA
➔ RISK AND CHALLENGES