Amiya Kumar 10EX-003

Mehul J. Sudra 10EX-025

Nivea

SNOW WHITE

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 body care"

1973

"Only Me" NIVEA ad campaign

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

?
?

?
?

NIVEA mental map

Trustworthy/ Reliable

Scent/Feel

NIVEA CBBE Pyramid

A brand NIVEA is not just . . .

An Ad

A Spokesperson

A Logo

A Jingle

A Product

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 Portfolio
Strategy
Brand-Market Context
Roles
Subbrands
Benefit brands
Co-brands

David A. Aaker, a consultant,

author, Professor, known as

FATHER OF BRANDING
Portfolio Roles

Strategic brands
Linchpin brands
Silver bullets brands
Cash cow brands

Brand
Architecture
Brand Portfolio Structure
Brand Groupings
Brand hierarchy trees
Brand range

Powerful
brands

Optimal
allocation of
brand
building
resources

Portfolio Graphics
Logo
Visual presentation

Synergy in
creating:
visibility,
efficiency

Clarity of
offering

Platforms
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
Strengthened Customer relationships
Uncovered Latent Brand Potential

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 the NIVEA
brand name.

Horizontal Brand Extension

When a company uses the established
brand name to new categories.
FIT

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

NIVEA
Skin Care

Personal Care

Face care/Cosmetics

NIVEA Deo

Many more, with

JND, gives Clarity of
offering

Nivea Brand Portfolio by 1998

NIVEA

Skin Care

Face
care/Cosmetics

Personal
Care

NIVEA
Crme

NIVEA
Visage

NIVEA Deo

NIVEA
Body

NIVEA
Vital

NIVEA
Bath Care

NIVEA
Hand

Nivea
Beaut

NIVEA Sun

NIVEA
Lipcare

NIVEA
Baby

NIVEA For
Men

NIVEA
Hair 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.

Market Growth Rate

The BCGs Growth-Share Matrix of

NIVEA(umbrella brand)
20%18%-

Stars

Question marks

Cash cow

Dogs

16%14%12%-

10%8%6%4%2%0
10x

4x

2x 1.5x

1x

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

Relative Market Share

Market Growth Rate

The BCGs Growth-Share Matrix of

Sub Brands
20%18%-

Stars

Question marks

Cash cow

Dogs

16%14%12%-

10%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
for Men

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 sub-brands

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
sub-brands, but a common message of
quality and care exist in all ad.
Implemented IMC by Blue Bible
philosophy
Same message in all the market

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 category helped to boost sales
globally by 10 per cent during the nine month period ~09-Nov2010~
Courtesy :- www.cosmeticsdesign.com

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 Philosophy.

THANKS