Presentation
Anna Kozlovits and Aneta Chabibulina
History
Owner – Beiersdorf AG Founded in 1882 Country of origin – Germany Market – Worldwide
Values http://www.youtube.com/watch?v=yHgQV1oDPOQ
Traditional family values Communities and nature Timeless and ageless Honesty and trustworthiness Mildness and quality
Identity “Caretaker� of skin: Mildness Reliability Gentleness Protection High quality Feeling good Reasonable Price
Philosophy
Maintaining the associations of “universality� for Nivea products and image of skin care specialist
Corporate Strategy http://www.youtube.com/watch?v=0bmyg-dkpZ8
Further development of the Nivea brand through the introduction of new products
Core Product Package Development
Extension
“Nivea Universe”: From a skin créme brand into a skin care brand offering continuity + innovation
Extension Guidelines
1. 2. 3. 4. 5. 6. 7.
Meet a basic need: clean and / or protect Offer the special care / mildness benefit of Nivea crĂŠme Be simple and uncomplicated Offer to solve not only a specific problem Maintain a leading position in terms of quality Offer the product at a reasonable price Offer the broadest possible distribution
Universe
Competitors
Unilever Procter&Gamble L’Oréal Johnson & Johnson Henkel
Marketing guidelines
Consistent look among the sub-brands “Perfect local execution” Booklet “Blue Bible”
Direct Marketing
Product samples Coupons Surveys Nivea Magazine
Non-traditional Marketing
Nivea beach balls Blue Santa Claus Double-decker promotional bus Nivea Club “Workshops for body & soul”
Event Marketing
Sponsorship (beach lifeguards, volleyball, beauty contests) Branded double-decker bus Beauty advisors
Online Marketing
History Products Markets Beauty advice Games Online shop
New Market Rollout Guidelines
Nivea Crème -> Nivea Body -> Nivea Visage -> Nivea Soft -> Nivea Deo -> Nivea Beauté
CBBE Model
Advertisement Development http://www.youtube.com/watch?v=tCRczDNklh0
Conclusion
We think that Nivea’s strongest parts are innovation and long history, and that they should continue to build their marketing strategies around these themes. The newest marketing strategy for 100 Years of Nivea with a spokes face pop diva Rihanna may be effective with the young generation who could grow together with Rihanna and Nivea. We are skeptical about the reaction of generations who had a common history with Nivea – they could not feel the continuity of the brand and may lose the feeling of connection with them.