MKT 561: BRAND MANAGEMENT

Case: Nivea: Managing a Multi-category Brand

Thursday, May 18, 2011; 11:50am

Discussion Questions:
1. What were the reasons for Nivea’s success in the first 60 years
of its operation? How did the scenario change for Nivea in the
70’s?
2. How did the corporate strategy change when Dr Kunische
joined Cosmed Division? Why?
3. What is Nivea’s point of differentiation? How did Cosmed
capitalize on the strong goodwill of Nivea? What is the
strength of the Nivea Universe?
4. Evaluate Cosmed’s extension strategies. What were the key
success factors? What role did IMC play in the growth of the
company?
5. What direction should Cosmed take to sustain the current
growth pattern?