Professional Documents
Culture Documents
Anish C. Gautam
Ujwal Khadka
Introduction
• NIVEA: MANAGING A MULTI-CATEGORY BRAND
• NIVEA, one of the oldest and biggest cosmetic
brands in the world has successfully
transformed itself from a single skin care
brand to a trustworthy and contemporary
personal care brand for all family types. The
brand stretched itself by sub-branding to many
new segments, always nursing the core
mother brand NIVEA and its “Gestalt”.
Company Overview
• Nivea is brand of Beiersdorf a German based
company owing various other cosmetics
brand.
• In year 2003, company was present in over
14 product categories.
• These product categories were serving
peoples of 150 countries.
• Nivea began its operations in the year 1911.
Cont…………..
• Mr. Oscar Troplowitz was the owner of this
company and also he was the person who
named it Nivea.
• Nivea comes from the latin word
niveus/nivea/niveum (meaning snow-white).
• The brand had a 15% market share in the
global skin care products market in 1990.
Product Quality
• Nivea products are all made up of recyclable plastic and
no animal testing takes place.
• Beirsdorf is currently in the process of removing alcohol
from their products and adding natural elements.
• Over 98% of the ingredients within NIVEA Creme are
natural.
• One challenge Nivea is facing is their
new line of hair products and still
maintaining mostly natural ingredients.
Product Design
• Depending on the product and certain sub-brand,
the design varies with the target market. It always
includes the original blue and white Nivea title but
includes character and personality into each line.
• Along with all these different designs of each sub
brand. On the website , men, women, kids and
teenagers all have different links to view according
to what they are looking for. Advice, games and
information according to the consumer is given.
Cont…..
• In Ireland. Smith & Nephew sold the NIVEA
brand back to Beiersdorf in 1992. From then a
huge Programme of new product launches
and advertising began.
Brand Strategy
• NIVEA’S first competitive challenge: 1970s
• For first 50yrs, the market for multi-purpose
cream grew up steadily
• 35% in Germany and a major market share in
Europe.
• In late 1960s and early 1970s it faced strong
competition.
• The brand had an ‘older’ image and was not
viewed as young, dynamic, and modern.
Depending on the product and certain sub-brand, the
design varies with the target market.
Girls
Kids
Men Women
Revitalizing Nivea Crème
• “Only Me” campaign ran internationally and
made a new brand promise: Nivea Crème
meets all skin care needs.
• They built on the image of the blue tin where
they are number one almost everywhere in
Europe.
• NIVEA’s strong association of ‘general skin
care’ so upgrades NIVEA’s image into the
1990s.
Brand Extensions
• The company’s long-term objective was to
evolve NIVEA from a skin crème brand into a
skin care brand by providing a range of new
products that would both complement NIVEA
Crème and broaden the meaning of the NIVEA
brand name.
Cont…..
• To clarify the new brand extensions, the company established
a set of guidelines that any possible new products had to
satisfy:
• 1. Meet a basic need: clean and/or protect
• 2. Offer the special care/mildness benefit of NIVEA cream
• 3. Be simple and uncomplicated
• 4. Not offer to solve only a specific problem
• 5. Maintain a leading position in terms of quality
• 6. Offer the product at a reasonable price so the consumer
perceives a balance cost-benefit relationship.
• 7. Offer the broadest possible distribution.
Cont….
Cont………..
• Skin Care—Nivea Body, Nivea Visage, Nivea
for Men, Nivea Sun, Nivea Baby, Nivea Crème,
Nivea Vital, Nivea Soft, Nivea Hand, and Nivea
Lip.
• Personal Care—Nivea Deo, Nivea Beaute,
Nivea Hair Care, Nivea Bath Care, and Nivea
Intimate Care.
Product Services
• Nivea provides numerous advice, information,
games and personal attention to each consumer.
• Beiersdorf opened the world's first 'House of
NIVEA' in Hamburg, Germany. The house offers
different accommodations to its customers such
as massages, and product.
• There is a monthly newsletter available to sign up
for free for customers to keep track of new
product lines and news.
Products
Nivea Visage
Nivea Beaute
Nivea Haircare
Nivea Creme
Nivea Body
Nivea Body
Nivea Sun
Nivea for Men
Nivea Hand
Nivea Deodorant
Nivea Lipcare
Brand Portfolio
• In 1980- Men’s Skin Care
• By 2005, the NIVEA brand portfolio had grown from
six product groups in 1993 to fifteen, including
• Skin Care—NIVEA Body, NIVEA Visage, NIVEA for
Men, NIVEA Sun, NIVEA Baby, NIVEA Crème, NIVEA
Vital, NIVEA Soft, NIVEA Hand, and NIVEA Lip.
• Personal Care—NIVEA Deo, NIVEA Beauty, NIVEA
Hair Care, NIVEA Bath Care,and NIVEA Intimate Care.
Cont….
• Market leader in: -
– skin creams and lotions in 28 countries.
– facial cleansing in 23 countries.
– facial skin care in 18 countries.
– suntan products in 15 countries.
• Nivea was believed to be the brand of local
origin in many of these countries which
helped them in becoming the market leader.
video
Branding Strategy
• In the mid-1990s, NIVEA began standardizing its
advertising formats to establish a consistent look
among its sub-brands.
• Cosmed worked with agencies FCB and TBWA to
develop the marketing concepts and ad executions.
• “Pictures travel, words don’t”
• Blue Bible- “key anchor” for all brand decisions.
• Brand identity, vision, mission, success factors, and
the role of its sub-brands.
Direct Marketing
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