A German personal care brand, that specializes in skin- and body-care brand that is owned by the Hamburg based company Beiersdorf Global AG

NIVEA HISTORY

In 1930 –Production of such products as tanning oils, shaving creams, shampoo and facial cleanser and toners.

Available over 200 countries

Core Values: Security, Trust, closeness and credibility

NIVEA LOGO’S

1980:After Shave

1986:Full range of men products

1993:Sensetive line for men(Skin irritation)

1998: Phili shave Cool Skinelectric razor with Nivea moisturizer

1999:Q 10 formulation in face and eye cream

2000-2003: Face scrubs, facemask, Fresh toner and oil control

2005: 3Product line-Normal , Sensitive and Fresh

2008: New Product Launch lip Care

NIVEA MEN’S PRODUCTS

To encourage women to buy Nivea For Men products as Christmas gifts for males through their Facebook store

The real novelty was that the products could be sent out in specially designed giftwrapping that incorporated images of the recipient and sender, taken from the sender’s Facebook account

NIVEA Men Campaign

To raise awareness of Nivea For Men products and the Facebook store to the required target audience (women, aged 25 to 54), and help drive sales in the run up to Christmas.

Consumers can use the app to buy and send a friend a Nivea gift set, which will be wrapped in personalised wrapping paper featuring photos they have both been tagged in on Facebook.

The free wrapping paper will also include comments they have made on each other's Facebook walls in a strategy that aims to conjure up thoughts the friends have shared and memories of the fun times had together.

The ad unit delivered over 100% of contracted engagements (360,000+)

11,000 click-through to Facebook.

More than 29 million free impressions.

Result in a strong engagement rate (number of engagements as a percentage of

impressions) of 1.2%

Click-to-site rate (number of click-through as a percentage of engagements) of 3%

Particularly impressive was the average time each viewer spent with the ad, which stood at 27.52

seconds in comparison to the industry average of 18.6 seconds.

Ads Impression

STARS

Mar

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HIGH

LOW

HIGH LOWRELATIVE MARKET SHARE

Strengths:-1. Nivea globally is the brand that has its

presence in more than 50 countries and have around 20 product categories 2. Nivea has huge brand recall and equity.3. Very strong distribution network4. The packs ‘Blue and White’ color as its brand element.

SWOT analysis

Threats :-- Lack of brand preference within males- Rebranding of competition from Proctor & Gamble

Weaknesses:-1. Nivea cream is perceived as a winter cream because of its thickness and oily consistency. This restricts the sale of Nivea skin cream in summer.2. Intense competition in skincare segment

3.Lack of packaging differentiation between women

products (blue and white) and male products (blue

and silver)

Opportunities:-- Males in general are starting to gain the

habit of caring about their appearance