Nivea mini case study ppt

“The Largest Skin Care Brand”

Mini Case Study Presentation On NIVEA

ABOUT BRAND NIVEA

INTRODUCTION

Global skin care and body care

brand

Owned by German company , Beiersdorf

Brand started in 1911

Presents 20 product categories

in 160 countries

Has good brand image and value, Largest skincare

provider in world

BRAND HISTORYINVENTION of NIVEA- Eucerit :- Euceritacts as an emulsifier and combines oil andwater into an extremely fine, stable mixture.

BRAND HISTORY

Dr. Oscar Troplowitz Co-Founder of BIERSDORF

Dr. Oscar Troplowitz realised that the water-in-oil emulsion would form the perfect base for a cosmetic skin cream.

All they needed was a name !?!

BRAND HISTORY• The legacy of our 1st skincare cream was born , named NIVEA in

December 1911.

• They named it NIVEA because of the ‘snow white colorobtained from emulsion. And in real too NIVEA means “snow”.

NIVEA COMPANY’S PROFILENIVEA Company’s Strategy: The Blue Agenda

“The Blue Agenda defines the course of our future.”Stefan F. Heidenreich ,Chairman Executive Board, Beiersdorf

This strategic program is focused on strengthening company’s brands,increasing innovative power, expanding their presence in the emergingmarkets, and on their dedicated employees.

NIVEA CORE VALUES(VEDIO)

PRODUCT CLASSIFICATIONS

SKIN CARE

PRODUCTS

• NIVEA Crème

• NIVEA Hand Care

• NIVEA Sun Care

• NIVEA Body Care

FACE CARE/ COSMETICS PRODUCTS

• NIVEA Lip Care

• NIVEA Beaute

• NIVEA for Men

• NIVEA Vital

• NIVEA Visage

PERSONAL CARE PRODUCTS

• NIVEA Deodorant

• NIVEA Hair Care

• NIVEA Bath Care

NIVEA PRODUCT RANGES

1. 2. 3.

PRODUCT LINE – 1:- Skin Care Products

NIVEA is the world’s number one skincare brand, with a 5.2%market share .

It is the world’s largest skincare brand. A market leader in 46countries. The leading brand globally for suncare , hand & bodycare and men’s skincare.

Products include NIVEA Crème, NIVEA Hand Care ,NIVEA Sun Care,NIVEA Body Care.

PRODUCT LINE – 2:- Face Care Products

Nivea face care products include NIVEA Lip Care, NIVEA Beaute, NIVEA for Men, NIVEA Vital, NIVEA Visage.

Nivea has also launched face care products for men named “NIVEA MEN”.

PRODUCT LINE – 3:- Personal Care Products

In,1991, BDF extended presence in the personal care area with a line of deodorant products called “Nivea Deo”.

Its products include NIVEA Deodorant, NIVEA Hair Care , NIVEA Bath Care.

PRODUCT LINE ANALYSISLINE ANALYSIS Nivea successfully responded to customers needs by launching

various category of products like skin care, face care and personalcare.

Nivea adopted unique pricing strategy . They sell products at oneprice to their retailers. Nivea takes care of their customers byoffering more value over price.

Nivea has strong distribution channel. Sells products through Direct(online) marketing , retail outlets etc. Nivea’s 2/3rd of sales happenthrough high street shops and 1/3rd happens through grocerychains.

Nivea’s skin and beauty care segment is best known for its qualitymaking the company ‘market leader’. It uses promotionaltechniques to attract customers like Advertising through T.V. ,Promotional events, Online magazine named FYI-Fun , Young andIndependent , social media websites like Facebook.

NIVEA’S SWOT ANALYSIS

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

• Policy of strong brands

• International business with strong growth strategy

• Business heavily focused around Western Europe.•Success primarily based on NIVEA.

• Growth rates in products Nivea for babies and men.•Expansion in emerging markets.

• Intense competition , leads to risein operating expenses•Growing counterfeit goods market

Q.1:-What were the key steps in maintaining Nivea’s leading position in the global facial care market ?

NIVEA changed its logo , packaging appearance to look modernand global.

It adapted ergonomic designs to comfort its consumers forusing.

It increased its product lines. Switched from being skin carecream to skin and personal care and cosmetics for bothgenders.

Nivea came up with the idea of launching cosmetics productsfor men named as “NIVEA MEN”.

Nivea kept on expanding globally, but with some adaptations totake care local market requirements. However, it maintained itsglobal appearance. Thus it brought trust of a well-known brandas well as customized services along with its products.

ANS:-

Q.2:-Explain the connection between cultural norms and product choice. What is Nivea’s strategy in respecting cultural diversity

while pursuing a global brand strategy?

Culture plays in an important role in having a product or brandbeing accepted by its customers. If a company respects a cultureand make products to satisfy needs of people, it has high chancesof being accepted by market.

Nivea continued its international expansion strategy with a seriesof local product adaptations while the brand appearance wasstandardized.

In Asian countries, for example, facial products sold much bettersince they contained ingredients promoting a fair complexionwhereas in the Middle east local fragrances like musk were used.

Nivea Sun offers a complete range of caring products from sunsprays to children's protection and sunless tanning products.

ANS:-

Q.3:-Discuss Nivea’s future. What should Beiersdorf do next with its product line? Where is the future grown for the brand?

The Blue Agenda defines the course of Nivea's future, that is tobe no. 1 skin care brand in relevant categories and market.

Acquisitions will also form a part of future strategies,particularly in the skin and beauty care region. Given thestagnant European market, it is expected that the acquisitiontrail will be led in the developing countries, which will again seeChina, India, Brazil and Russia as the key focus for thebusinesses that provide strong synergies.

ANS:-

SUMMARYINTRODUCTION

HISTORY

CORE VALUES

PRODUCT CLASSIFICATION

PRODUCT LINE ANALYSIS

SWOTANALYSIS

Q /A

PRODUCT LINES

DISCLAIMER

Guided by:Prof. SAMEER MATHURIIM , Lucknow

Created by:SHRADDHA SHARMAStudentIMS,Noida