Nivea daniel and sotarious
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Nivea is one of the most recognized skin and beauty care brands worldwide. It was introduced in 1911 and is now available in over 200 countries. The document discusses Nivea's brand elements, marketing strategies known as the "Four P's", and its successful "Beauty is" campaign. It also presents a SWOT analysis and discussion questions about potential expansion and ethical concerns.
Nivea daniel and sotarious
- 1. NIVEA DANIEL YEHESKEL-HAI HTW University of Applied Sciences Bachelor International Business SOTARIUS DURUOHA B12 Marketing Prof. Dr.Holger Lütters WS 12/13 1
- 2. CONTENT Company Information Brand Elements The Four P’s Nivea’s “Beauty is” campaign SWOT Analysis Discussion Questions 2
- 3. COMPANY INFORMATION Nivea – Most recognized skin and beauty care brands in the world (Nivea, 2010) Introduced in 1911 by Belersdorf, which is today controlled by Tchibo AG. Available in over 200 countries. Core values: “Security, trust, closeness, credibility.” (Fasse 2009) In 2011 Nivea generated a revenue of 2.5 Billion euros. 3
- 4. BRAND ELEMENTS Name • The brand has derived its name from the Latin word Nivius meaning ”Snow White”. Logo • The original NIVEA tin was replaces by a much simpler blue and white tin in 1925. NIVEA Blue • The unique color is the “lcovart NIVEA Blue B65711”. This color was developed in a complex color mixing process for NIVEA. • Blue: Sympathy, harmony, friendship and loyalty. • White: External cleanliness as well as inner purity, • Blue and White: Ideal for honest and appealing brand. 4
- 5. http://www.slideshare.net/floamiya/nivea-managing-a- 5 brand-hierachy#btnNext
- 6. http://www.slideshare.net/floamiya/nivea-managing-a- 6 brand-hierachy#btnNext
- 7. PRODUCT Nivea.de Nivea expanded from offering just one cream to filling every market opportunity. • Example: NIVEA SUN Face Whitening Cream 7
- 8. PRICE NIVEA prices always appear competitive with brands, such as Dove, Johnson & Johnson or Labortoire Garnier, which may be situated next to them in the shops. However, among these the brand takes care that it does not appear to charge less so that the image of being a quality brand remains believable for customers. Google.com 8
- 9. PLACE Found Everywhere • High-status retailers. • Supermarkets • Discount pharmacies 9 http://1.bp.blogspot.com/_CoOKD6kKfUs/TTmKJgWQRrI/AAAAAAAAABs/46G7Ohclntc/s400/nivea%2Bvisage%2Byoung.jpg
- 10. PROMOTION • Direct Marketing • TV Ads • Periodic Mailing • Bill boards • Non Traditional Marketing adweek.com •Nivea Beach ball @ European beaches. • Blue Santa Clause giving Nivea creams. • Event Marketing • Sponsored beauty contests in diverse market, Poland, UK and Thailand. 10 Annual Report, 2007
- 11. NIVEA BEAUTY IS CAMPAIGN Nivea crowed sourced information online and offline in workshops around the globe to find out what woman relate to beauty. Result “well being, personality, and interpersonal experience.” (Rousseau, 2007) They then used this information. to create their future campaigns. http://www.youtube.com/watch?v=TkXoDXte3kQ 11
- 12. AIMS OF THE CAMPAIGN Create a Further Connect with common strengthen the the consumer. appearance of image of the the brand. brand. Create more Increase Nivea awareness and skin care Recognition knowledge. 12
- 13. RESULTS Nivea was ”able to report a 9% increase in the company's global sales 2007 – well ahead of the markets average growth rate of 3-4%. (CMD Global, 2008) In response L’Oreal changed their slogan from “Because you're worth it” to “Because we’re worth it. “ in order to create more consumer relationship to the brand. 13
- 14. SWOT • Other brands beginning • Thick creams lead to the brand to follow the Nivea • Great positioning.with a winter Enteringassociated image. being new philosophy. • Very good emerging markets with • Focused products. brand cream. Threats Weakness Opportunities Strength • Being aware of costumers Not many sub- • ••Efficient distribution needs and Very strong competition. network. one scandal can brands, wants • Association with being a budget • Used world wide. destroy the entire brand brand. image. 14
- 15. DISCUSSION QUESTIONS Should Nivea expand into other beauty fields such as make up ? If yes, should it remain under the brand name ? In your opinion does it hurt the brand image to sell creams which chemically lighten your skin under the philosophy of pure and cleansing ? Is it ethical to sell a cream with 50 spf if the market demands it, even though it is a proven fact that anything above 20 is harmful for the skin. 15
- 16. SOURCES Beiersdorf Homepage (2010) Homepage (Online) available at: www.beiersdorf.com (accessed at: 12/14/2012) CMD global, 2008 “Smoothly does it“, CMD Global (Online) available at: http://www.cmdglobal.com/analysis/brand_experts/Nivea/Smoothl y/does/itople.html (accesses at 29/10/2010) Euromonitor (2007) Fasse (2009) „NIVEA“ Word Document (Online) available at: http://www.niveapolska.pl/GetFile.ashx?id=522 (accessed at: 12/14/2012) 16
- 17. SOURCES L’Oréal (2010) Homepage (Online) available at: www.loreal.com (accessed at: 12/14/2012) NIVEA Homepage (2010) Homepage (Online) available at: www.nivea.com (accessed at: 12/14/2012) NIVEA Annual Report, (2007) “Annual Report 2007”, (Online) available at: http://annualreport.beiersdorf.com(accessed at: 12/14/2012) Positioning: Analyse how the two brands NIVEA and CHANEL have been positioned in their respective markets. Available at:http://www.grin.com/en/e-book/107759/positioning-analyse- how-the-two-brands-nivea-and-chanel-have-been- positioned(accessed at: 12/14/2012) 17
Editor's Notes
- #11: http://www.socialnetworkstrategien.de/wp-content/uploads/2011/03/facebook-nivea-2011.jpghttp://www.adweek.com/files/stylus/132910-Nivea-stadium.jpg