PowerPoint Presentation

Are you getting the Right CARE .. ?

Let me first ask you a question..!Are you concerned about your skin..?If your answer is yes, then the biggest question that arises is : Are you getting the right Care .. ?

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The Whitest Cream Ever !!

If you are worried about your skin then you are in the right direction.Yes, Nivea : The strongest face care brand .It is the market leader in the skin care segment and the MOST trusted Skin Care brand..2

NIVEAEstablished as a patent for medical plasters by pharmacist Paul C. Beiersdorf.Became the first stable skin care cream based on water-in-oil emulsion after coming in hands of Oscar Troplowitz.Nivea, derived from nix, nivis meaning snow or of snow.Protected the skin so that it stayed white as snow.

Nivea : A Multi Category BrandOriginally established as a patent for medical plaster by Beiersdorf.It became the first stable skin care cream when Oscar Troplowitz took the company in his hands and made the best water-in-oil emulsion cream.The only and only motive of the company was to protect the skin so that it stayed white as snow.

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Maintaining Growth while preserving BRAND EQUITY

But the biggest challenge that the company confronted was that How should it maintain its growth without altering the brand equity.4

RELAUNCH

In order to boom its sales and maintain its dignity in the market , the company underwent a complete relaunch.5

CHANGES.

EARLIERLATER

Earlier, Nivea crme was sold in an off-white tin with green cursive lettering on it. It was only after the relaunch that the tin was replaced with a dye of blue and modern fonts.

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The relaunch changed the whole scnerio of the market. Nivea became popular for its Unique Brand Identity and was identified as the Caretaker of skin. The responses given by the people are highly positive . The brand became famous for showing its dedication towards their consumers.7

I know you must be wondering : that What are the factors that led the company to climb up the ladder without facing a downfall..?Your question is quite obvious..

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Continuously modifying its core value with new product innovations. Underwent complete relaunch to give a modern and global look. Targeted different marketing segments. Expanding the brand globally.

Actually, Niveas prime objective is to safeguard the skin of its consumers. It targets on different market segment and their needs and modify its core values to fulfill the demands of its consumers.To maintain its dignity in the market, it underwent a complete change in its products outlook to give its brand a global look. Thus, it has sought out the ways to bagg the leading position in skin care department.9

Operating in western countriesalways thinking about where they can expand.It is a brand that looks after personal and skincare needs of people.NIVEA has products withinits range for everyone from kids to young men & women to mature & old people.Big range of products for different target groups based on their different needs and wants.

The companys best policy is that it closely observes all the market requirements and plan their steps accordingly. It is always concerned about the skin care needs of people and provides to them with wide range of products for all age groups. It has the best price ranges for different category of groups according to their demands. Besides these, it is always engaged in inventing new innovative ways to have a global expansion.10

Target Market

The target market for Nivea consist of upper strata of the society, mainly middle class, all age groups for skin care.

Positioning

It develops innovative skincare products according to the needs of its consumers.

Revolution

It undergoes revolution in brand name, style, typography , etc. to increase its brand value and to gain international identity.

These unique and innovative ways has led the company to bagg the leading position in the skin care department and gain international identity.Now let me make you aware about how the company manages to maintain its position!11

You might have heard the name of the term Marketing Mix. Havent youOkay. So let me make you aware about this. The marketing mix is the "set of marketing tools that the firm uses to pursue its marketing objectives in the target market.It mainly refers to four broad levels of marketing decision, namely:product,price,promotion, andplace or sometimes we just call them as 4 Ps.The company undergoes through these 4 Ps to gain success and achieve its goals.12

PRODUCT LINE

Product lineis a group of relatedproductsunder a single brand sold by the same company. It has delighted its consumers with innovative products for their beauty care needs.13

It focuses on market research to develop new products that meet the needs of changing consumer trends in different region. Let me make you more clear by citing an example. In order to reduce the tanning of Asian countries it developed a whitening product to reduce suntan. Moreover, NIVEA VISAGE Young was specially developed for the youngsters which helped them to beautify their skin.

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PRODUCT MIX PRICING

You must have surely seen these on televisions or in print media or on social sites Have you ever thought why the company engages in such practices..?The answer is very simple.Pricingis a critical element of the marketingmixand companies must make strategic choices about how topricetheirproductsto best achieve their business goals.. Thus the company publishes such promotional advertisements to attract the customers and boom its sales..15

WHAT BEAUTY IS FORYOU..?

Have you ever thought What actually Beauty means for you?Beautyis a characteristicthat provides aperceptualexperience ofpleasureorsatisfaction. Everyone has its own definition of Beauty..16

WHAT BEAUTYMEANS FORNIVEA..?

But, Now let us take a look how does NIVEA defines Beauty! It launched a beauty is campaign in 2007 to connect with the consumers, create a common appearance of the brand within all categories and all media and to bring the brand closer to the consumer.17

BEAUTY IS CAMPAIGN

AIM

NIVEA wanted to know what women think about what beauty means for them. The results showed that beauty means well being, personality and interpersonal experience. Thus NIVEA invented beauty is campaign and used its core values, security, trust, closeness and credibility to get in touch with the consumer. It does not want to impose a beauty ideal on consumers, but rather to encourage them to feel free to embody and live their own beauty ideals.18

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Though Nivea is growing in emerging market, it has a tough competition with other skin care brands.Nivea should move forward with the changing trend of the market.To become a global brand, the product adaptation has to be done.No sacrificing of the brand image of quality and care.The price needs to be fine-tuned.Keep the innovative culture alive, as that is the essence of the company.

After watching the video , you must be having a clear picture about what the campaign was really for. In the growing market, Nivea is giving a touch competition to all other companies. To be identified globally, it should develop new innovative ways according to the demands of the their consumers. It should not sacrifice on the quality of product as it will have a negative impact on the brand image. Moreover, it should adapt international ad campaigns to reduce the cost of the products and be identified as the strongest skin care brand. Thank You 20

DISCLAIMER

CREATED BY AKSHITA BANSAL, JIIT NOIDA, DURING A MARKETING INTERNSHIP UNDER THE GUIDANCE OFPROF. SAMEER MATHUR, IIM LUCKNOW.