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HIERARCHY
Agenda
Development of NIVEA
Brand Image and Equity
Product Line and Association
Brand Architecture
NIVEA Advertisement
Going Forward
Takeaways
Development of Nivea
1912 : NIVEA Creme introduced in the German market by Beiersdorf
1912-1970 : Range of products (48 new products) introduced and
expanded under Nivea brand - maintaining a mono-product philosophy .
NIVEA Creme remained the company’s premier product
1970 - 1993 : Stiff competition from Ponds, Henkel, Unilever.
Two-Prong strategy:
Stabilize strong historical market position - Larger sized units;
special line outlets to food outlets; Aggressive Ad campaigns
Transfer the goodwill to other products – Skin creme to Skin care
and personal care brand. Nivea Universe. Continuity and Innovation
Development Cont…
1993 onwards :
‘NIVEAness’ to all products and Ads and augmented by specific needs
of target markets.
Sub - Branding Strategy
At Beiersdorf, now one goal:
To meet consumers' skin and beauty care needs.
Every day. Throughout the world.
Sales Figure:
Germany 25 %
Europe w/o Germany 48 %
Americas 15 %
Africa / Asia / Australia 12 %
Mental Map of NIVEA
Scent/Feel
Care
Protection
Mildness
Gentleness
Trustworthy/Reliable
Pure
Simple
Multipurpose/Universal
For Family
Heritage
Blue/White
Good Value
Brand Image of NIVEA
Strength of Brand Association:
Rich set of Association like Care, mildness, reliability,
gentleness, protection, high quality, feeling good &
reasonably priced.
The Nivea woman- reflected in Ads as “clean, fresh and
natural”.
Favorability of Brand Association:
Used by Entire Family – Universal, Unisex, satisfying multiple
needs.
Associated with Mother-Child relationship, Family vacation.
Uniqueness of Brand Association
Complete caretaker of skin
Caring and protective
Anti - Aging
CBBE Pyramid
Resonance:
Attachment
Community
Judgment: Feelings:
Credibility Warmth
Superiority Fun
Performance: Imagery:
Quality Heritage
Mild and Gentle For Family
Caring and protective Pure Universal Applications