NAME OF THE GROUP MEMBERS

ABHIRAJ - 21021021529
SHALINI SINGH - 21021021486
ANSH - 21021021536
KHUSHI - 21021021614
HONEY JOSHI - 21021021558
VATSAL SINGHI - 21021021519
 INTRODUCTION
In order to market and sell a brand-new, recently-patented
skin cream that specifically catered to white women, NIVEA
was established in Germany in 1911. The specific advantages
of their breakout product, "Eucerin," were ill-defined and are
still unclear, but the moisturizer's popularity in Europe and
some U.S. regions allowed its owners to broaden the scope
of their enterprise. In an effort to shed their reputation as
the sole seller of their flagship product, NIVEA underwent a
complete rebranding in 1958. They became a larger player in
the skincare market by introducing different types of
sunscreen and kid-specific products, all the while
maintaining a brazenly idealistic marketing strategy.
 VALUES
Mission
Nivea's "white purity" ad must primarily communicate
that the brand encourages diversity and inclusivity
and thinks that everyone is precious and attractive
regardless of skin tone.

Vision
Nivea is a company that takes pleasure in offering
premium personal care items that encourage people to
feel good about themselves and at ease in their own
skin.
 BRAND VALUES
"At Nivea, we believe that everyone should
feel confident and comfortable in their own
Nivea should focus on skin. Our products are designed to enhance
"At Nivea, we believe that
taking care of yourself should
empowering people to your natural beauty and help you feel your
be a joyful experience. Our
embrace their natural best, so you can embrace who you are and products are designed to
beauty and feel shine nourish and care for your skin,
comfortable in their own so you can enjoy every moment
and feel your best."
skin.
 HOW IS NIVEA'S VIEWPOINT DIFFERENT

As Nivea prioritises the natural world and the scientific

80%
method, their point of view has the potential to have an
impact in a variety of ways. First of all, it can encourage the
development of a more inclusive concept of beauty that
respects a variety of skin tones and skin types.
Second, Nivea's commitment to using powerful and secure
products may be advantageous to the health and welfare of
its customers.
Finally, Nivea's commitment to sustainability and moral
business practises can help drive the development of a more
socially and environmentally responsible corporate model.
HOW NIVEA SEES THE WORLD??
Nivea wants to provide skincare products that address the
needs of people with different skin types, cultural
backgrounds, and cultural customs while also promoting
sustainability and moral business practises since it sees the
world as being diverse and complex.
COMMUNICATION STYLE AND
MEDIA ACQUIRED

Nivea uses a range of venues and

communication methods to reach its target
audience.
With a combination of traditional and digital
platforms, Nivea's media strategy and
communication methods are designed to
reach a wide range of consumers and
highlight their dedication to sustainability
and social responsibility while highlighting
the benefits of their skincare products
STEPS TAKEN TO MAINTAIN A POSITVE
BRAND IMAGE

To ensure that every Nivea may use social

To make sure that
aspectof their media to interact with
their crew is their audience and
organisation , including
representative of the spread encouraging
marketing are inclusive
various communities words about diversity
and courteous . nivea
they serve , Nivea can and inclusion while also
provide diversity and
also hire a workforce demonstrating the
inclusion training for all
that is more diverse. actions they are taking
workers.
to tackle the issue.
0104 05 06

Product Innovation: Engage with diverse Collaboration with

v
Nivea may create Communities: To better Influencers: Nivea
brand-new items that understand their issues may work with
are accommodating to and make sure that their
influencers from a
products are inclusive,
a variety of skin variety of
Nivea can engage with
tones, demonstrating backgrounds to help
diversified communities
their dedication to spread its values and
and collaborate with
inclusivity and groups that advance
message of
racial equality. inclusivity.
diversity.
 STEPS TAKEN AFTER FACING
BACKLASH FROM AUDIENCE
Promptly removed all Conducted an internal
review to identify
traces of the controversial
breakdowns in their
campaign from
marketing process and
advertisements, social
implemented additional
media posts, and other training on diversity,
promotional materials. inclusivity, and cultural
senstivity.
Reached out to
Communicated openly and
communities that were
transparently with
negatively impacted by
customers, stakeholders,
the campaign, listened to
and the public about the
their concerns to
steps being taken to understand their
address the issue, perspectives.
THANK
YOU