Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
BRAND BUILDING STRATEGY FOR NIVEA
A Strategic Brand Management Project
Presented By:
Nikita Sanghvi
Brand Building Strategy for NIVEA
Flow of Presentation
• Qualitative Research• Knowledge Structure• CBBE Pyramid• Conclusion
Brand Exploratory
04/08/2023STEVENS B SCHOOL
• History• Brand Elements• Marketing Programs• Secondary Association
Brand Inventory
• Determine the Communications Objectives
• Designing a Message• Message Content• Message Structure• Message Format
• Choosing Media• Selecting the Message
Source
IMC Plan
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
INTRODUCTION• Nivea is a German brand marketed in India by NIVEA India Pvt. Ltd.
• NIVEA India Pvt. Ltd, owner of the No.1 skin care brand in the world, started operations in India
in 2006, as a 100% affiliate of the global cosmetics & toiletries giant Beiersdorf AG
• The Nivea brand, has been present in India for about 40 years but the subsidiary was set up only
in 2006.
• This brand has a history of around 100 years. Nivea came into existence in the year 1911.
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
HISTORY
1906: Beiersdorf opens its first UK office in Idol Lane,
London.
1911: Dr Oscar Troplowitz, a
medical researcher,
develops a new kind of cosmetic
cream.
1922: NIVEA launches the first
mass market skincare cream in
the UK - the world's first true
cosmetic moisturiser.
1950s: NIVEA begins to expand
its product portfolio beyond the iconic NIVEA
Crème into lotions, Sun care, Shower and basic
face care.
1991: NIVEA Visage launches in
the UK
1992: From here until 2000, NIVEA body, Soft, Hand, For Men, and Lip care all launch in
the UK
2002: NIVEA Deodorant
launches in the UK
2006:•Beiersdorf UK Ltd celebrates its 100th anniversary
•Started operations in India as joint venture with JL Morrisson
2007: Breaks the Joint Venture & becomes the
subsidiary of UK company
2011: 100th ann’y of Launch of
NIVEA Crème.
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
BRAND ELEMENTS• Name:
▫ The brand has derived its name from the Latin word Nivius meaning "Snow White".
• Logo:▫ The dainty art nouveau design of the original NIVEA tin was replaced by a much
simpler look: The blue tin with the word NIVEA in white celebrated its debut in 1925.
NIVEA’s visual identity:World-famous blue and white color combination
NIVEA blue - is not just any old blue, but “Ivocart NIVEA Blue B 65711”A special color mixed exclusively for NIVEA in a complex development process
Blue = sympathy, harmony, friendship and loyalty White = external cleanliness as well as inner purityBlue and White = ideal for honest and appealing brand
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
MARKETING PROGRAM: PRODUCT
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
MARKETING PROGRAM: PRODUCT
• Nivea Creme is an iconic beauty classic used by millions of women all over the world. It was the first true cosmetic moisturiser and is still the brand's signature product.
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
MARKETING PROGRAM: PRODUCT• Nivea has expanded significantly to offer a comprehensive choice of
moisturising, protection and care expertise in the face, body, hand, lip, men's, sun and deodorant markets.▫ Skin Care—NIVEA Body, NIVEA Visage, NIVEA for Men, NIVEA Sun,
NIVEA Baby, NIVEA Crème, NIVEA Vital, NIVEA Soft, NIVEA Hand, and NIVEA Lip.
▫ Personal Care—NIVEA Deo, NIVEA Beauty, NIVEA Hair Care, NIVEA Bath Care, and NIVEA Intimate Care.
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
MARKETING PROGRAM: PRODUCT• Product: Tag Line
▫ Nivea Sun – The New Nivea Sun Makes The Sun Gentle
▫ Nivea Visage - Get Fair, Stay Fair
▫ Nivea Shower And Bath-delightfully Gentle And Creamily Mild
▫ Nivea Hair - Entire Care For Frequently Washed Hair
▫ Niveo Deo: Aqua & Cool-the Deo That Even Cares For Your Skin
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
MARKETING PROGRAM: PRODUCT
2006 has seen the launch of several innovative new products.
• Nivea transferred its nourishing, tanning and firming expertise into the new and rapidly growing
gradual tanning segment with the launch of Nivea body Sunkissed Skin, a daily moisturiser with
a hint of tan, which also helps firm the skin.
• Nivea body Age Defying Lotion, formulated to replenish the levels of Creatine in skin, helping
boost the skin's natural anti-ageing process.
• Nivea Deodorant Pearl & Beauty, a deodorant offering 24-hour protection along with pearl
extracts designed to leave underarms feeling smooth and cared for.
• Also new for the 2006 Sun market is immediate protection for children in spray and lotion
formulations, forming part of the new NIVEA Sun Children's SPF 50+ range.
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
MARKETING PROGRAM: PRODUCT• Nivea for Men line included
▫ Two new fairness products - a Whitening Moisturizer and Multi-White Whitening Facial Foam.
▫ Deodorant Aqua Cool, ▫ Multi Protecting Facial Foam, ▫ Moisturizing Shaving Foam,▫ Shaving Gel and▫ Cooling Gel Moisturiser, a light hydro gel, with Iso Magnesium and Mint ExtractsLess alcohol, more care
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
MARKETING PROGRAM: PRICE Segment: Mass premium sector• Nivea Cream 150ML
▫ MRP : Rs. 148.00• Nivea Cream - 100 ML
▫ MRP : Rs. 109.00
• Nivea Cream (200Ml)▫ MRP : Rs. 179.00
• Combo-Nivea Cream 60ML
▫ MRP : Rs. 118.00
• Nivea Visage:
▫ Rs 109 and Rs 329
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
MARKETING PROGRAM: PROMOTIONSNIVEA India: First TV Commercial on Air• The newly founded Beiersdorf affiliate NIVEA India aired the first
TV commercial in major TV-channels and cinemas in 2006.
• The massive integrated campaign showed uplifting results: NIVEA Creme sales in July and August like-for-like increased by 143.2 %. Total NIVEA sales grew by 121.8 % in the same period.
• In collaboration with TBWA\India, the NIVEA marketing team produced two scenes to add some "Indian Masala" to the highly successful international NIVEA Creme spot.
• The TV spots flanked by a print campaign as well as extensive point-of-sale material and consumer promotions
• Official face care partner of IPL team Chennai Super Kings
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
MARKETING PROGRAM: PROMOTION• To launch a new skin care campaign to mark the 100th year celebration of
renowned cream brand Nivea. (With the business strategy “Focus on Skin Care. Closer to Markets)
• The campaign titled “100 Years Skincare for Life” will be launched in May.
• To reach new target groups, Nivea will launch its largest ever digital mobilization
campaign in social media along with International star Rihanna and it is expected to
generate over one billion page views per week.
• Another focus in Nivea’s 100th birthday year is the support of a special project for
socially disadvantaged children undertaken by Nivea in global partnership with the
children aid organization Plan International.
• Aiming to take the 100th anniversary straight to the consumer NIVEA will be throwing
a “thank you” event to celebrate with consumers from around the globe.
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
BRAND EXPLORATORY
“In many countries, consumers are convinced that Nivea is a local brand, a mistake which Beiersdorf, the German makers, take as a compliment.”
As quoted on leading brand consultancy Wolff-Olins' website, www.wolff-olins.com
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
Building Brand EquityBrand KnowledgeBrand Awareness
Recall
Recognition
Brand Image/ Brand AssociationStrong
Relevant
Consistent
FavourableDesirable
Deliverable
UniquePoint of Parity
Point of Difference
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
QUALITATIVE RESEARCH• Free Association
• Brand Personality & Values
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
Free Association
Sequence of Nodes
Strength Favorability Unfavorability Uniqueness (POP and POD)
Tell me what all things come to
your mind when you think of NIVEA? (in
sequence: Top of the mind recall
activity)
What do you like best about the NIVEA? What are its positive
aspects?
What do you Dislike about the
NIVEA? What are its
disadvantages?
What do you find unique about the NIVEA? How is it different from
others?
In what ways is it the same?
1
2
3
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
Questionnaire• 1.Which Brand(s) comes to your mind when you think of Personal Care ?
• 2. Which brand "do you use"/ "would you prefer" in Personal Care category in general?
• 3. NIVEA is targetted to: (Multiple Selection)
▫ a. Female (Under 40yrs)
▫ b. Male (Under 40yrs)
▫ c. Kids
▫ d. Old age (M/F & 40+ years)
• 3. Do you know the product portfolio of NIVEA?
• 4. If Yes to the above Question, please mention its product portfolio?
• 5.In what ways is NIVEA Brand similar and different from Personal Care Brands?
• 6. When & Where do you use NIVEA & please mention the product category also.
• 7.If the brand were to come alive as a person, what would it be like (You can give the name of any known
personality with his or her characteristics)? What would it talk about?
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
Questionnaire• 8. Rate the NIVEA on the scale of 1-5 (where 1= Least and 5= Highest) over the following parameters:
▫ a. Gentle e. Sticky ▫ b. Protective f. Oily▫ c. Smooth g. Value for money▫ d. Caring
• 9.If I say NIVEA what feeling does it evoke in you?▫ a. Happy e. Like▫ b. Satisfied f. Good▫ c. Joy g. Fresh▫ d. Soft h. If Any other ---pls specify
• 10. Do you remember the TV commercial of NIVEA ? Y/ N
• 11. Rate the personality of NIVEA on the scale of 1 - 5 (where 1 = not at all descriptive and 5= Descriptive) over the following parameters: ▫ a. Sincerity ( down-to-earth, honest, wholesome, cheerful)▫ b.Excitement ( daring, spirited, imaginative, up-to-date)▫ c. Competence ( reliable, intelligent, successful)▫ d. Sophistication ( upper class, charming)▫ e. Ruggeddness ( outdoorsy, tough)
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
KNOWLEDGE STRUCTURE
Used byparents
Using sincechildhood
LessAvailability
NoPromotions
Reliable
Freshness
Sophisticated
Sincerity
BrandPersonality
Targeted toMales &
Females ofage group-
under 40 yrs
PremiumSegment
AttractivePackaging
White Logo
Value forMoney
ConsistentQuality
High Quality
Unisexproducts
UmbrellaFamily
Focus onfairness
Good for DrySkin
Used inWinter
Nivea Sun -Protectionfrom Sun
Nivea Visageand Nivea
Soft - Youth
Nivea forMen
Specific foreach
segment
Nivea Cream
PleasantFragnance
Lip Care/Soap/
Deodorant/Body Care /Face wash /
ShavingCream
Caring &Protective
Mildness /Gentle
Snow WhiteCream
Sticky
UnsatisfiedOily
Smooth
MoisturizingCream
Nivea
PopularBrand
Blue Tin
High Price
WideSpectrum of
Products
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
SFU AssociationStrong Favourable Unique
Mildness/ Smooth High And Consistent Quality A Complete Caretaker Of Skin
Reliability Pleasant Fragrance A Universal, Unisex Acceptance
Gentleness World Known Brand Special Product Range For Men
Caring & Protection Satisfying Multiple Needs
High Quality
Blue Colour Tin / Logo
Luxurious Brand
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
CBBE PyramidResonance: Commitment: Continuous use in winter; Brand Switching
Judgments:Wide range of products, Reliable, Consistent, Better products at low cost available
Feelings: Freshness, Good , Satisfied, Soft, Sophistication Unsatisfied
Performance: Caring & Protective, High Cost, Attractive Packaging, Pleasant Fragrance, High Quality, Mild, Gentle, Smooth, Less knowledge about its multiple functions
Imagery: Blue tin & white logo, Used in winter since childhood, For dry skin, Sincere, Sophisticated, Targeted to males & females of age under 40 yrs
Salience: Various products and purposes, Less recall
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
Inference• Salience: Nivea is not a top of the mind recall brand; it doesn’t fall into consideration set also ;
no mention of the company
• Synonym with high quality and consistent performance but at high cost
• The white logo and blue tin is the ultimate brand image
• The knowledge about the brand breadth and depth is considerably good but the nodes are weak
• Targeted to males & females of age group under 40 yrs
• It is observed that Nivea cream can only be used in winter because of its characteristics of
oiliness and stickiness
• The brand personality: Caring, Protective, Sincere, Reliable, Consistent, Sophisticated
• Resonance: Upto a limit
• IMC Campaign: Frequency is too less; no ad of collectives product; not describing multiple uses
of the product; difficult to relate with the Indian consumer
Brand Building Strategy for NIVEA
Steps in Developing Effective Communication
04/08/2023STEVENS B SCHOOL
Identify the target
audience
Determine the
Communications
Objectives
Establishing a
Communications
Budget
Designing a Message•Message Content
•Message Structure
•Message Format
Choosing Media•Personal Communication Channel
•Non Personal Communication Channel
Selecting the
Message Source
Collecting Feedback
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
Communication Objective• Informative:
▫ Explaining multi-purpose uses of Nivea crème & similar product range
▫ Telling the market about the targeted segment
▫ Describing the wide spectrum of products
▫ To create the high visibility among the target segment
▫ Building a brand & company image
▫ Positioning it as the only companion for all times in the skincare category
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
Designing a Message• MESSAGE CONTENT
▫ Musical Appeal: Captures the listener’s attention, can be linked with emotions,
memories, & other experience
• MESSAGE STRATEGY
▫ Cognitive Strategy: Generic message
• EXECUTIONAL FRAMEWORK
▫ Slice of Life
▫ Testimonials
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
Designing a Message• MESSAGE STRUCTURE
▫ Close ended conclusion
▫ One sided argument
▫ Strongest argument last
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
Communication Tools SelectionFACTORS TO SELECT ADVERTISING MEDIA
• Reach - Mass Premium Segment
• Frequency - high / intense
• Continuity: Continuous Campaign
BASIS FOR MEDIA SELECTION
• Target-audience media habits
• Product characteristics
• Message characteristics
• Cost
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
Communication ToolsMEDIA ▫ Print Media
Newspaper – Times of India, The Economic Times Fashion/ Personal Care magazines – India Today, Gruh Shobha Supplements – The Strategist
▫ Broadcasting Media TV advertisement – 3 Phases: Involve common people Films oriented to youth: F.A.L.T.U., Break Ke Baad, Aisha
▫ Electronic Media Social Networking Websites Youtube – Broadcast the multiple use of Nivea by different peple that will
create involvement
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
Communication Tools• Sponsorship
▫ TV Serial;
▫ Skin Care Awards: Most Beautiful Face, Most Smooth Skin, Most Gentle
Skin
• Sales Promotion
▫ Bundling
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
Communication Tools• TV Ad
▫ Multiple Uses of Nivea Cream;
It protects my skin from the cold
It helps small injuries heal faster
It smoothes areas of dry skin
It gently removes make-up
Its fragrance make us feel fresh
It is perfect for any occasion
My dry hands long for it
It soothes the skin after shaving
▫ Demonstrate all the products all together;
▫ Around the World Tour and the only companion all the times
Brand Building Strategy for NIVEA
04/08/2023STEVENS B SCHOOL
Communication ToolsIn-Store Promotion
▫ Kiosk: Displaying the products in attractive manner; may be the whole
range can be displayed all together: Visibilty at Point of Purchase
New Media Technique
▫ Advertorials - An advertorial is an advertisement in the form of an editorial.
The Strategist, The Times Life