Managing a brand

Submitted By:Ganesh Dutta

INTRODUCTION

Nivea is a global skin- and body-care brand that is owned by the German company Beiersdorf.

The company was founded on March 28, 1882, by pharmacist Carl Paul Beiersdorf.

In 1900, the new owner Oskar Troplowitz developed a water-in-oil emulsion as a skin cream with Eucerit, the first stable emulsion of its kind.

Nivea is marketed in India by NIVEA India Pvt. Ltd. The Nivea brand, has been present in India for about 40 years but the

subsidiary was set up only in 2006.This brand has a history of around 100 years. Nivea came into existence in

the year 1911.

1911: Dr Oscar Troplowitz, a medical researcher, develops

a new kind of cosmetic cream.

1922: NIVEA launches the first

mass market skincare cream in

the UK - the world's first true

cosmetic moisturiser.

1950s: NIVEA begins to expand

its product portfolio beyond the iconic NIVEA

Crème into lotions, Sun care, Shower and basic

face care.

1991: NIVEA Visage launches in

the UK

1992: From here until 2000, NIVEA body, Soft, Hand, For Men, and Lip care all launch in

the UK

2002: NIVEA Deodorant

launches in the UK

2006:•Beiersdorf UK Ltd celebrates its 100th anniversary

•Started operations in India as joint venture with JL Morrisson

2007: Breaks the Joint Venture & becomes the

subsidiary of UK company

2011: 100th ann’y of Launch of

NIVEA Crème.

History

1906: Beiersdorf opens its first UK office in Idol

Lane, London.

Blue & White

Trustworthy, reliable

Care Protection,

Pure

For family, multi-purpose

Identify and Establish Brand Positioning and Values: Mental Map

Judgments Feelings

Performance Imagery

Salience

Resonance

Identify and Establish Brand Positioning and Values: CBBE Model

Resonance: Commitment: Continuous use in winter; No Brand Switching

Judgments:Wide range of products, Reliable, Consistent, Feelings: Freshness, Good , Satisfied,

Soft, Sophistication

Performance: Caring & Protective, High Cost, Attractive Packaging, Pleasant Fragrance, High Quality, Mild, Gentle, Smooth, knowledge about its multiple functions

Imagery: Blue tin & white logo, Used in winter since childhood, For dry skin, Sincere, Sophisticated, Targeted to males & females of age under 40 yrs

Salience: Various products and purposes,

BRAND PRISM

Constructed Source

Constructed Receipt

INTERNALIZATION

EXTERNALIZATION

PERSONALITYBEAUTIFUL, NATURAL, SMILING MEN AND WOMEN(ANUSHKA & ARJUN RAMPAL)

CULTURESIMPLICITY, SOFTNESS, EXPERIENCED(GERMAN)

PHYSICAL PRODUCTMENS AND WOMENS SKIN CARE WHOSE COMMITMENT IS TO PROTECT SKIN.

RELATIONSHIPA CARE WHICH TRANSMITED FROM GENERATION TO GENERATION

SELF IMAGECONFIDENT, SMOOTH SKIN AND BEAUTIFUL.

REFLECTIONA BRAND THAT BUILD TRUST, CAN BE EXPERIENCE

Plan and implement brand marketing programs : Mixing and matching brand elements

Two researches conducted by BDF– 1990’s

A “Inner Visuals” - imagery study - Pictures were associated to skin care brand- Nivea was associated to pictures denoting :

Traditional Family ideal, Communities

Earth – The Blue Planet - relating it to Creme NIVEA.

B “Semiological Analysis” of consumer’s socio-cultural values in 1990’s

- To evaluate Socio-cultural position of Creme NIVEA and other major sub brands.

These studies revealed - NIVEA’s Brand association fit well into values of 1990’s.consumer.

-The return to more simplistic and holistic approach to life ,-The desire to more fairness, openness & authenticity and belongingness

These were the values associated to NIVEA and particularly- Creme NIVEA

• Brand Mantra- Articulation of heart and soul of brand ,captures irrefutable essence or spirit of the brand positioning.

• NIVEAness : Essential Brand values :Timeless, Ageless,motherhood & happy family, honesty & trustworthiness and product benefits of mildness and quality.

Plan and implemet brand marketing programs : Mixing and matching brand elements

Brand Architecture

Brand portfolio strategy:breadth,dep

th

Portfolio roles: Strategic brandsLinchpin BrandsBenefit brands

Cash Cow brnads

Portfolio graphics: Logo

Brand Portfolio structure:

Brand groupingsBrand hierarchy tree

Brand Range

Brand Market context:

SubbrandsBenefit brands

Cobrands

Brand Portfolio Strategy :

The effective creation, deployment and management of brand assets in support of simultaneous top and bottom-line growth

• Access to New Markets & Customers

• Marketing Investment Efficiency

• Strengthened Customer relationships

• Uncovered Latent Brand Potential

Sub Brands : Leveraging of secondary associations

• Essential brand elements :Carried Blue & white color code, message of quality & care

• Localized names

Co- Brands • Philips and Nivea in 1998 –smoothes ,care for and

refreshes skin.• Skin electric razor + NIVEA for men

Brand Market context: Subbrands

Benefit brandsCobrands

Portfolio Graphics :Brand Elements Name,Logo

Name: The brand has derived its name from the Latin word ,Nivius meaning "Snow White".

NIVEA’s visual identity - world-famous blue and white color Combination

NIVEA blue - is not just any old blue, but “Ivocart NIVEA Blue B 65711”A special color mixed exclusively for NIVEA in a complex development process

Blue = sympathy, harmony, friendship and loyalty. White = external cleanliness as well as inner purityBlue and White = ideal for honest and appealing brand

NIVEA.

NIVEA Logo Evolution

Brand Hierarchy Biersdorf

NIVEA

Skin careNIVEA Cream

NIVEA body

NIVEA Hand

NIVEA Sun

NIVEA baby

Face CareNIVEA for

Visage

NIVEA for Vital

NIVEA for Beauty

NIVEA for men

CosmeticNIVEA

DeoNIVEA Bath careNIVE

A Hair care

NEW PACKAGING CONCEPT

Present Product range and Grouping

Portfolio roles

• Strategic Brand:• A brand that is projected to reap future sales and profits. NIVEA Crème, NIVEA Deo, NIVEA

for Men

• Linchpin Brand:• A brand that holds the entire organization together. It is a number one brand that

indirectly influences a business area providing a strong base for customer loyalty. NIVEA Crème

• Silver Bullet Brand:• A brand or sub-brand that positively influences the image of another brand. NIVEA Baby,

NIVEA for Men

Nivea Vital• Breakthrough in industry.• First product for which brand

elements were changed• Revolutionary idea

emphasized by change in colour code-red and curved gold bands

• Symbol : Energy, femininity• Core Function : Cell renewal.

Marketing Program : Product

• Product: Tag Line

– Nivea Sun – The New Nivea Sun Makes The Sun Gentle

– Nivea Visage - Get Fair, Stay Fair

– Nivea Shower And Bath-delightfully Gentle And Creamily Mild

– Nivea Hair - Entire Care For Frequently Washed Hair

– Niveo Deo: Aqua & Cool-the Deo That Even Cares For Your Skin

04/14/2023

MARKETING PROGRAM: PROMOTIONSNIVEA India: First TV Commercial on Air

• The newly founded Beiersdorf affiliate NIVEA India aired the first TV commercial in major TV-channels and cinemas in 2006.

• The massive integrated campaign showed uplifting results: NIVEA Creme sales in July and August like-for-like increased by 143.2 %. Total NIVEA sales grew by 121.8 % in the same period.

• In collaboration with TBWA\India, the NIVEA marketing team produced two scenes to add some "Indian Masala" to the highly successful international NIVEA Creme spot.

• The TV spots flanked by a print campaign as well as extensive point-of-sale material and consumer promotions 

• Official face care partner of IPL team Chennai Super Kings

MARKETING PROGRAM: PROMOTION

• Launched a new skin care campaign to mark the 100th year celebration of renowned cream brand Nivea. (With the

business strategy “Focus on Skin Care. Closer to Markets)

• The campaign titled “100 Years Skincare for Life”  launched in May. 

• To reach new target groups, Nivea launched its largest ever digital mobilization campaign in social media along with

International star Rihanna

• Another focus in Nivea’s 100th birthday year is the support of a special project for socially disadvantaged children

undertaken by Nivea in global partnership with the children aid organization Plan International.

100 Yrs of NIVEA