Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Nivea

7,883 views

Published on

Published in: Business
  • Be the first to comment

Nivea

  1. 1. Nivea – Managing Brand Portfolio
  2. 2. Case Issues• Balance sub-brands and umbrella brands• Make Nivea more contemporary while retaining heritage• Building and retaining brand associations for sub-brands• Make marketing of sub-brands consistent• Corporate branding – Is it necessary? – How can we proceed?
  3. 3. Nivea Brand Inventory & Brand Portfolio• nivea brand inventory.xlsx
  4. 4. Nivea’s Brand Image• Rich set of Brand Associations (Strength) – Care, mildness, reliability, gentleness, protection, high quality, feel-good factor – The Nivea Woman: reflected in Ad’s as “clean, fresh and natural”• Used by entire family (Favorability) – A universal, unisex acceptance satisfying multiple needs – Strongly associated with shared family experiences: Mother & child relationships, family vacations on the beach• Caretaker of Skin (Uniqueness) – Caring & protective: Nivea Sun, Mens range
  5. 5. Nivea Crème: Brand Personality Drivers• Product-related Characteristics Product Package Price Attributes Category Multipurpose Dark Blue Tin, Logo Reasonably Distinctive colors (dark Skin Care cream and name in white priced blue & white) used in lettering (BLOCK and packaging, ‘Nivea’ name: cursive combination) snow white color of crème, water-in-oil emulsion
  6. 6. • Non-product related characteristics User Symbol Age Ad-style ImageryChildhood, Famous blue “since childhood” -Promoted basic themes ofEntire tin with white product, introduced skin care and protectionfamily, Uni- lettering, into Germany in 1912 -Simple, plain, informativesex Nivea -Shared family-experiences: Weather mother & child relationships, Calendar, Blue family vacations at the beach Beach ball
  7. 7. Nivea Crème Brand Personality Scale (The Big Five)• Sincerity – Down-to-earth: family-oriented – Honest: sincere, real, caring, mild, gentle – Wholesome: natural, classic, original, high-quality – Cheerful: sentimental, friendly, warm, happy, feel-good• Excitement – Spirited: lively, clean, fresh• Competence – Reliable: trustworthy, protective• Sophistication – Reflects styles of time, modernized – Charming: gentle
  8. 8. Nivea’s Sources of Equity• NIVEA Crème ‘s unique water in oil emulsion - snow-white incolor• Nivea name from Latin word- “nives” - snow• Nivea products - blue color background with white lettering -extended from the NIVEA Crème tin• Nivea’s core brand associations – “mildness and caring”-Correlated with the key skin needs of consumers• Enjoyed high degree of confidence & goodwill- Reliability, qualityand honesty.• Nivea’s brand associations fit with the values of the consumer -Desire for fairness, authenticity, openness and belonging• Nivea name - synonymous with skin care & protection
  9. 9. Variation of brand image and equity across product classes• Nivea - Exploited the strength of NIVEA Crème brand associations and transferred it to other product classes• New products - Positioned with a promise to contain the core brand associations of NIVEA Crème - With some new benefit provided by the product• 1992 : Nivea crème - largest contributor to total revenues(22%) – The newer product lines had each made significant contributions of their own• 1996-2006- Diversified and consolidated - Successfully carried brand associations of Nivea crème - Global presence - Established Nivea as a skin care brand - Rather than only a skin cream brand.
  10. 10. Brand Associations of Core Brand extended across the product class• Nivea Sun – the new Nivea Sun makes the sun gentle• Nivea For Men- Less alcohol, more care• Nivea Shower and Bath-Delightfully Gentle and creamily mild• Nivea Hair - Entire care for frequently washed hair• Nivea Deo-The deo that even cares for your skin
  11. 11. • Nivea Body• Target : People in need of moisturizer• 1. Nivea Milk : long term storage of moisture• 2. Nivea Lotion :Specialized skin care acc to different skin types• Print ad headline: “A first choice twice”• Tagline : “What your skin needs to be beautiful”• 1990- “Your skin tells you what kind of care it needs”
  12. 12. • Nivea Visage• Target : women (European)• 1.Nivea Geisicht(Nivea face) : cleansing milk, tonic and moisturizing lotion• Ad campaign tag line : “The mildest way to cleanse your face”• 2.Nivea Viso : moisturizing cream rich of precious components like jojoba oil• Italian TV commercial : “Discover the beauty of your face”• 3.Nivea Visage liposome crème : Science in all confidence
  13. 13. • Nivea Sun• Target : People who enjoy sun but need protection• Variety of SPF factors and after-sun products• 1986 :Emotional appeal through ad : “Tanning with care instead of tanning with burn. The new Nivea sun- your skin should be important to you”• 1988 : “ Nivea Sun. Tanning without problems”
  14. 14. • Nivea Men• Target : Men(European)• After shave balm : alcoholic water & moisturizing• Print ad Tag line : “Less alcohol, more care”• 1980s, “the Couple” ad for Nivea After shave balm• 1991- highlights APG factor, mildness, caring.• Barber ad
  15. 15. • Nivea Shower and Bath• High quality mild caring benefits• 1991-Nivea Crème shower :soft and caressing feeling of showering• Ad “ care you can feel. Nivea crème shower, the feeling of gentle care”• “when freshness becomes like a caress”
  16. 16. • Nivea hair care• Multipurpose shampoo and conditioner• Pflege Shampoo and Pflege Spulung : aligned with mildness and care qualities for daily hair care• Print ad headline : “The entire care for frequently washed hair”
  17. 17. Nivea deo• Deo crème• Nivea deo• TV : “ Now there is deodorant that guarantees you not only secure efficacy, but also extra mildness. Because its from Nivea. New Nivea Deodorant• Print ad : “The harmony of mildness and efficacy” , “The deodorant that even cares for your skin”

×