Pinto Prinson

2023-2025
(Sec – C)
MCV CASE STUDY

SUBMITTED BY,

NIVEA – MANAGING
PINTO P PRINSON
SEC- C
ROLL NO - 30

THE LEGACY pinto prinson

Marketing for customer value

1. Introduction of the case BRAND

NIVEA started out in 1890 when pharmacist Dr Troplowitz acquired a laboratory for
Case study
dermatotherapeutic preparations in Hamburg. It was here that Troplowitz worked together with
scientific consultant and dermatologist Professor Unna to create the first water-in-oil emulsion
Sunil Gadgil, director marketing at Nivea India , was addressing his marketing team at an
offensive strategy meet to discuss On the popular tourist place loanavala hill station So they
eagerly to contribute Nivea journey in that place why because market will reach 20 billion by
2025 from the 65 billion this is the huge big opportunity for the Nivea brand in India

• Number one position in cosmetic categories all over the world

• from 2006 Nivea had the equity of its legacy brand Nivea crème

NiveaNivea is a skincare brand that was founded in 1911 by pharmacist and entrepreneur Dr.
INTRODUCTION

Latin word niveous, meaning “Snow White”. Nivea’s first product was a stable skin
cream based on a water-in-oil emulsion. The brand recognized the skincare needs of
men in 1922 and introduced its first product for male consumers, the shaving soap.4.
Nivea’s Evolution In 1936, Nivea promoted sun protection. In 1958, Nivea’s Sun Spray
was launched, and the brand developed Ultra Oil Spray. In 1963, Nivea revolutionized
cosmetics with its emulsion concept for Nivea Milk. When weekly baths were replaced
by daily showers, Nivea

Overview of the case

Globally Nivea was known for trust reliability and accessibility the brand
positioned it’s self on genetic care and wellness the brand was based on four
values Care, courage ,trust and the target market was 18 to 35 years
belonging to higher socio economic classes the logo was kept simple Nivea
wanted the visual language to offer stronger and clear expression of the
brand values Nivea had a systematic synergic and a well balanced portfolio
consisted of offerings in skin care, personal care, hygiene and beauty Nivea
targeted only on women’s so men’s are not satisfied with the products and
men’s are borrowed from women they are using later Nivea came up with
new logo for men’s « it’s all start with you» the new tag line was designed as
a call if action that aimed to help men fulfil their everyday potential and they
launched a CSR initiative which supported and celebrated the sacrifices
mothers makes to give their children a better tomorrow courageous and
unprivileged women were supported by Nivea India is fulfilling their
children dreams

Nivea’s Vision: To be the number one skincare brand in the world.

Nivea’s Mission: To provide high-quality skincare products that meet the

various needs of its customers, and continuously improve its products to
maintain the market leader position

Purpose of the case : the purpose of this case is to see how Nivea brand
came in to market how they changed market strategy for men’s and
women’s and positioning their products in market and what are the new
innovations and new opportunities they created we can see in thiscase

Scope of this case

NIVEA cares. for the health and safety of your skin. That’s why every
ingredient we select for our products must meet safety criteria that meet or
exceed regulatory requirements.

Central issues of the case

• Nivea is facing problem of wide-range of products when

it is compared to the competitor’s brand, hence the nivea
have to go slow with the expansion
• Tough Competition – Despite Nivea’s dominance in the cold cream
segment, some old and upcoming new brands in the market provide
the same or similar types of products at an affordable range to users
Changing Brand Identity

Challenges of the case

• The key challenge was to ensure perceived distinctiveness from the existing
brands
• Nivea’s challenge- In 2016, Nivea main product is not remarkable,
when their related product is slowly growing and has some new
opportunities, but the Nivea crème was still stagnant. Their products
seem like very common, if you compare 2 soap between Nivea and
dove, it’s not very different (not just the appearance but the usage)
• Changing Brand Identity
 • Positioning their products ( male categories )

Analysis of the case by applying theoretical concepts

Marketing mix of Nivea

A marketing mix is a combination of various strategies that an

organization uses to advance its interest in its image or product offerings.
The marketing mix includes the 4Ps – Product, Price, Place, and Promotion.
Let’s examine the marketing mix of Nivea

Product strategy of Nivea : Nivea’s product strategy centers on

offering a diverse range of skincare solutions to meet various consumer
needs. The brand continually innovates by developing new formulations
and expanding its product lines, covering areas such as moisturizers, sun
protection, anti-ageing, and sensitive skin care. Nivea emphasizes quality,
affordability, and effectiveness, striving to provide products that cater to a
wide demographic Furthermore, their commitment to sustainability is
reflected in eco-friendly packaging and environmentally conscious
practices, aligning with evolving consumer preferences for ethical and
responsible skincare.

Pricing strategy : Pricing plays a very vital role in a company’s

marketing mix. The cost of a product should be decided deliberately to have
the required number of sales. The price of the products mainly depends
upon the production costs. Nivea, with its highly intelligent market
research teams, has worked towards developing its market share by
practicing curve some pricing strategies. The brand has kept its prices
reasonable so it can attract a larger audience.
Nivea believes in a persistent pricing policy as it has focused on the
working-class part of the population to cater to the most extreme
consumers for its products. The brand has kept its costs sensible to take into
account a larger crowd.

Place & Distribution Strategy of Nivea: Nivea employs an extensive

distribution strategy to ensure wide availability. Its products are found in
supermarkets, drugstores, and department stores, with a strong online
presence through its website and third-party e-commerce platforms. Nivea
adapts its strategies for international markets, reaching consumers in various
countries.
The brand also utilizes travel retail and specialized beauty retailers,
providing options for travelers and those seeking a tailored shopping
experience. Additionally, subscription services offer convenience to loyal
customers.

Promotion Strategy of Nivea: In addition to its presence in traditional

media, digital mediums, and social media platforms, Nivea extends its
promotion strategy further. They often run targeted advertising campaigns on
these platforms, tailoring their messages to specific audience segments.
Moreover, Nivea frequently collaborates with influencers and beauty experts
across social media channels, tapping into the power of influencer marketing
to amplify their reach. By combining these approaches, the marketing
strategy of Nivea ensures that its skincare products and messages resonate
with a diverse and extensive audience, spanning different age groups and
demographics, thereby effectively spreading their skincare communication to
a largerand more engaged customer base
Alternatives perspectives and potential solution

• They shouldn't change brand identity instead of they Nivea has to launch a variety of
products for men
• Nivea has to expand their brand in more geographical areas
• They have to implement new strategies like value chain, market mix, and they have to
new products in the market

Recommendations and implications

• Nivea has to keep adding products and product lines to its brand portfolio .
• Targeting men’s segment

• Nivea needs to expand to new geographies. If it does not to do so there are competitors
like ponds cold cream

Nivea’s misleading advertising message

Key findings :

• Two key factors of Nivea- The main product of nivea is its cream. Nivea realize that
people more care about their skin so they produce cream for meet that need and focus
much more at their cream, improve it for many usages.
• The next one is their well-management, they use the umbrella brand strategy with the
core being their main products – their cream and some umbrella products such as lip
balm.
• Nivea positioning their products
• Product specialized in skin

Lessons learned from the case

Target segment and positioning should be clear before launching a product

• Factors that make up a successful campaign, customer experience-oriented, attention to

current events-
• Finally, before you communicate anything, take a close look at the message one last time
 and evaluate all the objective and subjective factors.
• Therefore, to carry out advertising campaigns, it is not advisable to integrate political
issues, sensitive issues, as well as consider cultural factors of each country to avoid
encountering controversy from viewers. Experience

Question and answers in the case

1. how can company grow and sustain the brand Nevia ?

• Market penetration: Selling more products involves either growing the market as a whole
or taking market share from competitors. NIVEA increases its sales by adjusting the
marketing mix:
• Product - reformulating products to make them more effective e.g. better at moisturizing.
• Price -reflecting good value but at a premium to retailers' own or private labels to
represent quality.
• Place - finding new outlets through which to sell the products.

• Promotion - finding more effective ways of reaching the target market, e.g. samples on
beauty magazines. New product development: developing new products for existing
markets. Market development: finding and developing new markets for current product
lines. This is most suitable when existing products require only minor modifications to be
suitable for new, overseas markets. It also helps if the product life cycle is similar in the
different markets that the business serves.
• Diversification: developing new product markets outside the existing business. A firm
will pursue this strategy where new markets are highly attractive. To do so, it may switch
resources from some of its existing markets that it believes to be in permanent decline.
How important is

2. How important is legacy in the Nevia brand story?

• Branding. As everyone knows, Nivea has deeply imprinted in the hearts of

customers. In various ways they have come up with effective and unique products
that are only available in Nivea. Even the brand name refers to the effectiveness of
the given product. Make customers just need to read the name to know the effect that
the manufacturer wants to bring to customer.
 • Clear and specific content of NIVEA’s advertisements. The more definite the content,
the more can people understand and remember them. One of Nivea’s most successful
advertising campaigns is “Stress Test” to push unfamiliar customers into “sweating”
situations to show them how important the product.
• Company’s brand name is bold on all products and is designed to stand out,
especially the use of the Nivea Logo typeface to emphasize the brand name. It is by
creating a highlight on the logo image of the brand that over time, Nivea’s image is
boldly imprinted in the customer’s memory of a convenient German cosmetic
company. And a great thing that Nivea has done very successfully in imprinting the
image of Nivea in the hearts of customers is that with just two
• The brand has always been positioned as a complete caretaker of skin with unisex
acceptance which needless to say signifies that Nivea is a legacy brand that has taken
its time to develop a presence around the globe and for it legacy is its biggest success
factor at this point that is constantly help establish it as

Conclusion

World’s No. 1 Skincare Brand’ as Nivea is called with its old-school ingredients, is a household
name globally. It has already established its name in beauty and skin-care products and is widely
recognized. It has systematically segmented its consumers, has positioned its products well, and
has been marketing all its products in different ways. The value proposition that they’ve
developed with their consumers has made them happy, satisfied, and loyal towards Nivea. The
brand has meticulously strategized its expansion in umbrella products so that it can cater to
customers of all ages and sectors. With the whole world being on digital media, the digital
marketing strategy of Nivea can attract more customers by introducing more interactive
campaigns and consumer engagement activities. Everyone knows the blue tin, white cream and
inimitable scent. In fact, this cream is loved by generations around the world for its
moisturize properties and its truly unique fragrance, which is synonymous with protection, care,
trust and happiness.
End of the page

Thank you.