A marketing case study of skincare giant, Nivea.

3. FROM
MEDICAL PLASTERS TO SKIN CARE

4. Derived from ’nix’ which in Latin
means ‘Snow’

5. WHAT’S
THE
OBJECTIVE
OF THIS
CASE
STUDY?

6. various cosmetic brands
 present in over 14 product
categories
serving IN OVER 150 countries

7. 15%

9. Between 1991 and 2001, Nivea posted double-digit growth rates every year
Revenues of 2.5 billion in 2001
10.7% increase in PAT for the year 2002

11.  Beiersdorf wanted to go global with the Nivea
brand
 Geographical conditions of various countries
also motivated Beiersdorf to extend their brand
to a variety of places
 Beiersdorf wanted to increase the brand equity
of Nivea

12. A-step-ahead of their competition
To tap all age groups of consumers
Reduced financial risk

13. UMBRELLA BRANDING

14. Diverse kinds of products
Applies to any company that is identified only by its
brand and history
Used to attract the attention of different kinds of
audiences

15. Several products in different markets
Capitalisation on one single name
Market Penetration

16. Brand awareness and brand recalling
Product association
Reduction in promotional and
advertisement costs

17. Threat for associate brands
Destruction of brand image
Backfiring of the communication strategy in some
cases

18. No animal fats in any form in their products
Use of natural ingredients
Strong brand personality
Its products meet consumer needs in every form

19. Largest skincare assortment for people all over the world
It always works hard to keep its brand young, attractive, energetic and
sympathetic to the masses
Closely linked with its consumer base

20. HOW WAS NIVEA SET UP?
INTRODUCTION OF THE BRAND
THE COMPANY OVERVIEW
MARKET SHARE
FACTS AND GROWTH PARAMETERS
MARKETING STRATEGY
GLOBAL BRAND EXTENSION
THE UMBRELLA BRAND (PROS AND CONS)
CORE VALUES

21. DISCLAIMER
MADE BY:
PRATEEK MOHAPATRA
[MANIPAL INSTITUTE OF TECHNOLOGY]
MARKETING INTERNSHIP UNDER PROF. SAMEER MATHUR