Nivea
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Nivea is a global skin care brand owned by German company Beiersdorf. Founded in 1882, Nivea focuses on product innovation and international expansion. It has a wide range of products for all ages and gender. Nivea applies strategies like point of difference, continuous innovation, and creating universal sub-brands. It uses various marketing techniques including direct mail, event sponsorships, and non-traditional approaches. The target market consists of middle-class consumers of all ages. Through brand extensions and celebrity endorsements, Nivea maintains its position as a leader in the facial care market globally.
Nivea
- 2. Case Study On Nivea
- 3. COMPANY OVERVIEW Nivea is a global body care brand that is owned by German company Beiersdorf. The company was founded on March 28, 1882, by pharmacist Carl Paul Beiersdorf. Beiersdorf ranked fifth in global beauty and personal care market in 2013, with a value share of 3%.
- 4. NIVEA comes from latin word meaning snow-white.The name does justice to the idea of beautiful skin , that the brand spreads though its product. NIVEA Crème was introduced to the world in December of 1911.At that time it was found in a tin yellow box. The brand presents itself as a skin care solution for both men and women.
- 5. What constitutes Nivea’s Marketing & Winning strategy ?
- 6. Nivea applies the principle of point of difference. Nivea continuously changes its core valuse with constant product innovation. Nivea internationalize sub-brands by creating a universal name. Nivea focuses heavily on research to develop new products that caters to growing needs.
- 7. . Direct Marketing Periodic mailings to more than one milion database Non Tradition Marketing Nivea beach ball@ European beaches each summer Blue santa clause giving Nivea cream in Germany Event Marketing Sponsored beauty events contests in diverse markets, Poland, UK, Thailand
- 8. It is a brand that looks after personal and skincatre needs of people. Operating in western countries always thinking about where they can expand. Big range of products for Different target groups based on their different needs and wants` NIVEA has products within its range for everyone- from kids to young men & womento mature & old people
- 9. 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 perfec.tion
- 10. Amount of money retail price Pricing approach (how the price is chosen) Cost-based, market-based, & competition- based. Goods & Services What the product should look like Product-mix NIVEA sees its responsibility to promote skin protection and the association between healthy skin, general fitness and well being. Perfect location Which distributuion?-channels/ networks Which/how many intermediaries Marketing Mix
- 11. Horizontal Brand Extension When a company uses the established brand name to new categories., Vertical Brand Extension Where the brand is extended up into more premium market segments or down into more value conscious segments. Brand Extensions,
- 12. Promotional Strategies NIVEA sees its responsibility to promote skin protection and the association between healthy skin, general fitness and well being. NIVEA adopted separate ad campaigns for each sub-brands, but a common message of quality and care exist in all ads.
- 13. . Nivea has partnered with many hollywood and bollywood actors to promote and endorse its brand.
- 14. Question Based On Case Study Question Based On Case Study
- 15. What were the key steps in maintaining Nivea’s position in the global facial care market ?
- 16. • . Nivea keep on changing it’s core value with Constant product innovation according to changing market needs. Nivea changed its logo, packaging, labelling to look modern and global. Nivea identified new market by observing new needs & came up with products for that segments thus expanding its product line.
- 17. What is Nivea’s strategy in respecting cultural diversity while pursing a global brand strategy?
- 18. Culture plays in an important role in having a product or brand being accepted by its customers. For example, South Asia is obsessed with having a fair complexion. So Nivea makes its products accordingly and publicizes its USP, hence receives high chances of being successful
- 19. What should Beiersdorf do next with its product line? Where is the future growth for the brand ?
- 20. • . Stretching product line for high class consumers. Adaption of international Ad campaigns at the local level to reduce costs of different production formulations & packaging
- 21. . STP Marketing Mix Case Study Questions Brand Extensions Promotional strategies Summary
- 22. DISCLAIMER Created by Abhishek Yadav, MITS Gwalior, during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow