Amiya Kumar 10EX003

Mehul J. Sudra 10EX025

Nivea
WHITE

SNOW

Type

Personal care

Owner
Beiersdorf AG
(BDF)
Country
Germany(1911)

NIVEA story
1912

Introduced Crme in

Europe
1922

In US and South America

1951

Introduce first

deodorizing soap
1963

NIVEA milk-"for all-over

NIVEA story
1982

Internationalization of

Brand
1992

NIVEA's BLUE HARMONY ad

2008

Launches -Nivea lip care

2010

Launches - Nivea Happiness

Sensation

What is a Brand

?
?

io
Protect
re
Ca
n

Trustworthy/ Reliable
For
e
s
o
Fam Sim
p
r
u
p
ti
ily ple
Mul

NIVEA mental map

Scent/FeelHer
ita
ge

Pure

s
es
hite
en e/ W
tl Blu
en
G

Mil
d
n
e
ss

NIVEA CBBE Pyramid

A brand NIVEA is
not just . . .

An
Ad

A
Logo

A
A
Spokesperso Produc

A
Jingle

A
Slogan

A
Symbol

A
Name

A brand NIVEA is
all of the PROMISES
and PERCEPTIONS.
NIVEA wants its market
to feel and believe
about its product and
service offerings

Aakers
Model
Brand-Market
Context Roles
Subbrands
Benefit brands
Co-brands

Brand Portfolio
Brand Groupings
Structure
Brand hierarchy
trees
Brand range

Powerful Optimal
brands allocatio
n of
brand
building

Brand
Portfolio
Strategy

David A. Aaker, a
consultant, author,
Professor, known as

FATHER OF
Portfolio Roles
BRANDING
Strategic brands
Linchpin brands
Silver bullets
brands
Cash cow brands

Brand
Architect
ure

Synergy Clarity of
in
offering
creating:
visibility,
efficienc

Portfolio Graphics
Logo
Visual presentation

Platform
s for
future
growth
options

NIVEA Portfolio
Strategy
The effective creation,
deployment and
management of brand
assets in support of
simultaneous top and
bottom-line growth
Access to New Markets &
Customers
Marketing Investment
Efficiency

Brand Extension
Objective
Evolve NIVEA from a skin
crme brand
into a skin care brand by
providing a range of new
products that would both
complement NIVEA Crme
and broaden the meaning of

Horizontal Brand
When
a company uses the
Extension

established brand name to

new categories.
FI
T
Customers
must be
comfortable
with the brand
in the new
setting.
Bases: product
associates,
ingredient,
attribute,
application,
user, expertise,
designer image.

ADDED
VALUE

The brand
name alone
should help
customers
articulate why
the offering is
superior to
other brands.

ENHANCED
BRAND
EQUITY

The brand
equity should be
enhanced by the
brands presence
in another
context -- not
only from
increased
visibility but also
from the
associations
generated.

Vertical Brand
Extension
Segment
vitality

To participate in a
large & growing
value market

Brand hierarchy trees

Many more,
with JND, gives
Clarity of
offering

Nivea Brand Portfolio

byNIVEA
1998

Personal Care

LOGO

One of the simplest logo ever seen. This

logo says all the things it wanted to say
to its customers. The logo gives the feel
of freshness and beauty and displays the
brand uniqueness in the market as well.

18%16%-

Market Growth Rate

The BCGs Growth-Share

Matrix of
20%NIVEA
(umbrella brand)
Stars
Question marks
14%12%10%-

Dogs

Cash cow

8%-

??

6%4%2%0
10x

4x

2x 1.5x

1x

.5x .4x .3x .2x .1x

Relative Market Share

18%16%-

Market Growth Rate

The BCGs Growth-Share

Matrix of
20%Sub
Brands
Stars
Question marks
14%12%10%-

Dogs

Cash cow

8%-

??

6%4%2%0
10x

4x

2x 1.5x

1x

.5x .4x .3x .2x .1x

Relative Market Share

Brand Category
Strategic Brand:
A brand that is projected to reap
future sales and profits. NIVEA
Crme, NIVEA Deo, NIVEA for Men

Linchpin Brand:
A brand that holds the entire
organization together. It is a
number one brand that indirectly
influences a business area
providing a strong base for
customer loyalty. NIVEA Crme

Silver Bullet Brand:

A brand or sub-brand that
positively influences the image of
another brand. NIVEA Baby, NIVEA

Brand Category
Cash Cow Brands:
Brands with significant customer
bases that require less attention
than other brands. The total sales
may be on a decline, yet there are a
group of hard-core loyal customers
who do not leave the brand. The
role of a cash cow brand is to
generate resources that can be
invested in other brands for future
growth.
Nivea Crme is one such example of a
brand that has been extended to other
skin-related
products to provide resources for other
brands by banking on its customer base.

Brand Health
A global brand with a wide range of
products catering to the full spectrum of
consumer segments
Widely recognized and respected brand,
which it leveraged across a range of subbrands
Nurtured its existing sub-brands and
moved into additional market segments
by adding new sub-brands
Sub-brand experienced sales growth and
gained market share

Marketing Strategy
Internationalize sub-brands
by creating a universal name.
NIVEA logo for all packaging.
Adopted separate ad
campaigns for each subbrands, but a common
message of quality and care
exist in all ad.
Implemented IMC by Blue
Bible philosophy
Same message in all the

Marketing Strategy
Direct Marketing :Periodic mailings to more than
one
million database

Non-Traditional Marketing :NIVEA beach ball @ European

beaches each summer
Blue Santa Clause giving NIVEA
cream in Germany

Event Marketing :Sponsored beauty contests in

diverse market, Poland, UK &
Thailand

New Market Rollout

NIVEA
Crme
NIVEA
Body
NIVEA
Visage
NIVEA Deo
Other Sub
brands

Current Stories
BDF reveals travel retail strategy for
Nivea brand :Introduce over 65 products and a variety
of exclusive travel sets to be sold on
airplanes, in airports, and on
ferries and
cruise lines.
With this selection of Nivea products, well be able
to meet the demands of previously underserved
needs and price segments , and we see great
potential for attracting new buyers to our stores.
~ Inken Menck, director of purchasing for perfumes
and cosmetics 26-Oct-2010 ~

Deodorant sales grow worldwide :- A

number of launches in the deodorant

Recommendations
on

Sub Brand or Umbrella

Brand?
Pros SB:Profit Centre.
New
market/products.
Cons SB: Cosumer-I would
like to buy blue bottle of
Nivea-Nivea Body Milk
Umbrella Brand:
Pros U.: Strengthening Brand
Equity
Cons U.: Mono Product

THANKS