Nivea Managing A Brand HierarchyGroup 4

Name Roll No:

Shouvik Das FT13170Ishani Sircar FT13224Arjun Choudhry FT13312Namita Joshi FT13351Vikrant Vijay Mahajan FT13389Ruchika Salhotra FT13466

Does Nivea standardize its brand across the globe or customize it to local markets?

 For the most part, Nivea uses a standardized marketing mix. However, the company modifies some details, primarily advertising images and messages, to adapt to local cultures and preferences.

Visit NIVEA’s website, www.nivea.com , and tour the sites for several different countries. How does NIVEA market its products differently in different countries? How does the company maintain the consistency of its brand?

Nivea changes small details on each site to cater to local consumers. For example, the models on each site vary to reflect the local culture and heritage. However, the basic information available on each site consistently tells the Nivea story, communicating the brand’s history and  positioning.

Nivea UK : Home Page Analysis

Focus on Sun and Skin protection

Variety of Products displayed

Nivea India: Home Page Analysis

Focus Skincare Celebrating 100

yrs (legacy) Beauty – Body &

Shape

Nivea Brazil: Home Page Analysis

Different Language – Spanish

Football Flavour Celebrity / Expert

Endorsement Sensuous

Nivea Middle East: Home Page Analysis

Focus on Moisturizer Cleaning Sun Protection Deo - smelling

good Men’s Skincare

NIVEA STORYYear Release

1912 Introduced Crème 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

1982 Internationalization of Brand

1992 NIVEA's BLUE HARMONY ad

2002 Launches -Nivea lip care

2010 Launches - Nivea Happiness Sensation

BRAND CBBE PYRAMID

Mental Map

Quality

For Family

Scent/ Feel

Pure

Protect

Soft Care

Heritage

Gentle

Simple

Blue/ White

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

Direct Marketing :-

Periodic mailings to more than one million database

Non-Traditional Marketing :-

NIVEA beach ball @ European beaches each summerBlue Santa Clause giving NIVEA cream in Germany

Event Marketing :-

Sponsored beauty contests in diverse market, Poland, UK & Thailand

AN UMBRELLA BRAND

NIVEA ADVERTISING

Blue Harmony Campaign

Centralized brand elements and message of quality and care.

Common emotions in all ads.

Brand values such as: Health Love Mother Timeless Genuine Simple Caring

Should the advertising be changed?

No, when the message is the same across the entire world.

When the emotions conveyed and interpreted are the same.

The same simple blue logo with white lettering should be maintained.

Provide recommendations to Nivea concerning next steps in their marketing program.

Key approaches that Nivea could adopt to grow

i. Market Penetrationii. New Product Developmentiii. Market Developmentiv. Diversification

Market Penetrationi. Market Penetration

Selling more products involves either growing the market as a whole or taking market

share from competitors.

Adjusting the marketing mix:

Product - Reformulating products to make them more effective e.g. better at moisturising.

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 Developmentii. New product development

Beiersdorf's investment across a broad range of existing products illustrates its commitment to new product development which should be carried along.

• Focus on Core Competence of R&D to provide Quality Products

• Matching Science With the Consumer's Needs

• Developing new concepts for active ingredients against skin aging

• Higher focus on organic and Herbal formulations

• Communication to the larger audience highlighting the thrust on R&D.

Market Development

iii. Market development

• Clear Geographical Focus -To focus on clearly defined geographical priorities.

• Western Europe should remain in focus.

• China, Russia, Brazil, and India should be geographical priorities delivering superior growth.

• Should put more emphasis on sizeable regions, like Latin America and Asia.

• Should focus on dedicated solutions for some product categories to address local consumer needs.

Diversification

iv. Diversification

• Develop new products for new markets.

This is well illustrated by the development of the NIVEA FOR MEN range.

This development resulted from several trends. These include:

• The softening and blurring of "male" and "female" gender roles.

• Increased spending on lifestyles with more people attending gyms and caring about their appearance.

• New media developments, e.g. the revolution in men's magazines provide direct contact with men through advertising.

THANK YOU