Upload
ayush-garg
View
241
Download
0
Embed Size (px)
Citation preview
• ESTABLISHED IN 1882 BY PHARMACIST PAUL
CARL BEIERSDORF.
• SOLD IT TO OSCAR TROPLOWITZ IN 1890.
• STARTED DEVELOPING SKIN CARE PRODUCTS.
• SEGMENTED THE MARKET ON THE BASIS OF
GEOGRAPHY, AGE, PSYCHOGRAPHIC AND
BEHAVIORAL
• TARGETED URBAN AREAS
• MADE ITS SKIN CARE PRODUCTS FOR BOTH MEN AND
WOMEN OF ALL AGE FROM KIDS TO ADULTS
• IT POSITIONED ITSELF AS A LOW PRICE HIGH QUALITY SKIN CARE CREAM.
• NIVEA’S RELAUNCH IN 1925
• IN 2011, BEIERSDORF RESTRUCTURED BRAND APPEARANCE
• INNOVATIONS WITH MARKETING RESEARCH
• STRONG TEAM OF RESEARCHERS TO DEVELOP NEW PRODUCTS
• NIVEA SELLS ITS PRODUCTS AT A PRICE TO RETAILERS AT A FIXED PRICE
• FOR NEW INNOVATIVE PRODUCTS IT ASKS FOR A SLIGHTLY MORE PRICE
• OVERALL IT SETS ITSELF AS A LOW PRICED PRODUCT
• USES RETAILER SHOPS AS ITS MAJOR DISTRIBUTION CHANNEL
• USES ONLINE PORTALS LIKE AMAZON AND FLIPLART
• EVENTS AND TRADE FARE TO LAUNCH THE PRODUCT
• ENDORSES CELEBRITIES
• SAMPLING
PRODUCT PORTFOLIO
• REDUCING DEODRANTS PRODUCT LINE BY 25%
• BEAUTY PRODUCTS HAD BEEN REMOVED
COBRANDING
NOW LETS
RECAP !!
CREDITS
• Istockphotos.com• flickr.com• Google.com
DISCLAIMER
CREATED BY, AYUSH GARG, BITS GOA, DURING
A MARKETING INTERNSHIP WITH PROF.
SAMEER MATHUR, IIM LUCKNOW