Nivea Crème First introduced in 1912, Nivea Crème became the staple product of Nivea First crème to provide both skin care and protection, all at an affordable.

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Presentation transcript:

Nivea Crème First introduced in 1912, Nivea Crème became the staple product of Nivea First crème to provide both skin care and protection, all at an affordable price The name “Nivea” was chosen because the Latin word “nives” translates to “snow”, referring to the snow white color of the Nivea Crème Ever since its release; Nivea has been used in millions of households across the world.

Terms Associated With Nivea Affordability Reliability Protection Feeling Good Care High Quality Mildness

Secrets to Success Advertisement for Nivea began in 1912 Ads were simple, informative, and to the point The overall theme of simplicity and making ads informative remained constant, but changes were implemented to reflect the style at the time Nivea women were always something the average woman could identify with

Sources of Equity Strong brand image Decades of success and praise from customers High saliency Strong foundation Umbrella company with many sub-brands

New Strategy & Growth in 2 Steps 1. “Strebghen Established Nivea Brand”  In Response to competition Nive altwered Distribution and publicty for Nivea Crème. “Nivea, The crème de la crème” (1971) “Only Me” Meet all Skin Needs (2x1)

2. “Brand Extension Through New Product Lines and Product Categories. Use Nivea Crème reputation to transfer equity. Skin Crème Company Skin Care Company

Nivea Sub- Brands NIVEA Nivea Deo Nivea Body Nivea Hair Care Nivea for Men

New Horizons, New Issues 1922, 22% of Sales from Nivea Crème. - Nivea: Crème Image Weakened by *Cannibalism * Market Saturation * Loss of core ID * Customer Confusion “What is Nivea… again?”

Kunisch Philosophy & Reinvention of Nivea Rolf Kunisch – New leader for Nivea’s Cosmed division ( 1990). 20 year experience at P&G. Integrate Marketing Communication & Promotion “What is Nivea?”  Market Research - Traditional Family Values - Gentleness - Care Matched 90’s Values – Opportunity!

Nivea then & Nivea Now Nivea Crème (PL) Nivea Deo (PC) Intro 1991 Effectiveness “Mild care & natural freshness” Global View Portable – Convenient Strong Introduce 1911 Innovative Simplicity + Care German Perspective Skin Care “Blue Harmony Campaign” Personal Care Gentleness Credible 2x1

Branding Strategy "Blue Bible” Standardizing advertising formats, using "Blue Manifesto" (Nivea Crème's specific campaign) as the basis of campaigns "Perfect Local Execution"

Traditional vs. Non-Traditional Marketing Direct Marketing: French Nivea - database more than one million customers -Non-Traditional and Event Marketing: Beach Ball Nivea Club - establishes a brand resonance with customer loyalty and community Event Marketing focuses on various sub-brands - beach events, double-decker bus, relaxation balls, Nivea shops in department stores (Germany) Nivea.com - creates a focus on overall parent brand and global market

Current Brand Status, Opportunities, Questions Introducing sub-brands with Nivea Crème as flagship product Relatively small market share of United States' skin care market Brand Hierarchy Sub-brand strategy or Umbrella Product?