NIVEA MANAGING AN UMBRELLA BRAND

Presented By:

Shanu Aggarwal

NIVEA SUCCESS

• PRESENT IN 14 PRODUCT CATEGORIES AND AVAILABLE IN MORE THAN 150 COUNTRIES.

• LEADER IN SKIN CREAMS AND LOTIONS IN 28 COUNTRIES.• NIVEA WAS BELIEVED TO BE BRAND OF LOCAL ORIGIN, WHICH HELPED

THE BRAND TO ATTAIN ITS LEADERSHIP STATUS IN MANY CATEGORIES AND COUNTRIES.

• NIVEA WAS A BRAND OF BEIERSDORF (PARENT COMPANY)WHICH ACCOUNTED FOR 55% OF REVENUE IN 2001.

• SECOND WORLD WAR WAS A BAD PHASE FOR BEIERSDORF, BECAUSE IT COULD NOT STOP EXPROPRIATION OF NIVEA BRAND BY OTHER COUNTRIES AFTER GERMANY LOST THE WAR.

MENTAL MAP

NIVEA

TRUSTCLEANINE

SS

LOCAL IIMAGE

VALUEFOR

MONEY

MILDNESS

WHITE AND BLUE

FRAGNANCE

PROTECTION

CONSISTENCY

BOLD

RELIABLE

QUALITY

CARE

gentleness

CORE BRAND VALUES

NIVEA

CLEANINESS

VALUEFOR MONEY

MILDNESS

WHITE AND BLUE

PROTECTIONCONSISTENCY

RELIABLE

QUALITY

CARE

BRAND MANTRA

EmotionalModifier

DescriptiveModifier

BrandFunctions

NIVEA FEELING WHITE AND BLUE

SKIN CARE

Point of parity (POP) Point of difference (POD)

white cream Gentle Moisturizer ProtectiveSmell good Caring

No side effects Blue white tin box

Effective cleansers High quality

Mild Value for money

Sweet smelling product

FOR SKIN CREAM

BRAND ASSOCIATION

• CARE• PROTECTION • MILDNESS• GENTLENESS• TRUSTWORTHY / RELIABLE• PURE• SIMPLE• MULTIPURPOSE / UNIVERSAL• FOR FAMILY• HERITAGE

BRAND IDENTITYTHE ENTIRE SET OF BRAND ELEMENTS MAKES UP THE BRAND IDENTITY, THE CONTRIBUTION OF ALL BRAND ELEMENTS TO AWARENESS AND IMAGE.

BRAND NAME NIVEA

URL’S www.Nivea.com

LOGO AND SYMBOL

SLOGAN Its start with you

PACKAGING Blue tin and Nivea written in white

BRAND HIERARCHY Nivea

Skin care

Nivea cream

Nivea body

Nivea hand

Nivea sun

Face care

Nivea for men

Nivea for female

cosmetics

Nivea deo

Nivea hair care

Nivea body care

Nivea lipsticks

Corporate Brand

Family Brand

BRAND PRODUCT MATRIXCreams and lotions

Body care

Hand care

Deodorant Lip care

Shower soap

Talc Men’s face care

Female’s face care

Nivea Face careNivea body

Nivea Deo

Nivea men

BRAND EXTENSION

Customer-Based Brand Equity Pyramid

RESONANCE:

Commitment,Attached Community

SALIENCE: Various products for various purposes Blue colored box with Nivea written in white

JUDGMENTS:

Credibility, Superiority

FEELINGS:

Warmth, funFragrance, Softness, young, attractive, Satisfaction, Simplicity

PERFORMANCE:

Reliable, Quality, mildness, Gentle, care, consistency, cleanliness, pure

IMAGERY:

For Family, sympathy friendship , loyalty, Heritage for family, sincere

4. RELATIONSHIPS =

What about you and me?

3. RESPONSE =

What about you?

2. MEANING =

What are you?

1. IDENTITY =

Who are you?

SEGMENTATIONGEOGRAPHIC: MOSTLY AN URBAN SKIN CARE PRODUCT USED IN URBAN AND SUB URBAN CITIES

BEHAVIORAL: AMONG THE TOP SKIN CARE BRANDS IN WORLD.

DEMOGRAPHIC: PRODUCT RANGE FOR EVERYONE.

PSYCHOGRAPHIC: LIFESTYLE, LOOKING AND FEELING GOOD BY USING THE PRODUCT

TARGETING

• Urban and sub urban families

• People of all age group

12.14

THREE FACTOR MODEL

1. SALIENCE : SMOOTH AND GENTLE2. FAVORABILITY : MULTIPLE USAGE 3. UNIQUENESS : REDUCE REDNESS AND PROTECT FROM

SKIN

THANK YOU