Marketing Project

Katie IlariaMelissa Luneau

Julie MoodyLaura Shook

The start…

• Dr. Oscar Troplowitz bought the company Beiersdorf in Hamburg, Germany, from its founder Paul C. Beiersdorf in 1890.

• The company didn’t start out being lotions, it started being adhesives.

• A scientific advisor named, Professor Paul Gerson Unna alerted Dr. Troplowitz to the invention of Eucerit.

Product Variety

• 500 different types of skincare• Target Market includes almost every age and

category• It is present across all cosmetics and toiletries

except oral hygiene through its different lines: Nivea Visage, Nivea Beauté, Nivea Hair Care, Nivea Creme, Nivea Soft, Nivea Body, Nivea Sun, Nivea For Men, Nivea Hand, Nivea Deodorant, Nivea Vital, Nivea Bath Care, Nivea Lip Care, Nivea Baby and Nivea Intimate Care and most recently Nivea Vital, which is targeted at the older consumer.

Product Quality

• Nivea products are all made up of recyclable plastic and no animal testing takes place.

• Beirsdorf is currently in the process of removing alcohol from their products and adding natural elements.

• Over 98% of the ingredients within NIVEA Creme are natural.  

• One challenge Nivea is facing is their

new line of hair products and still

maintaining mostly natural ingredients.

Product Brand Name• Nivea is known as Western Europe's "most trusted brands" list

according to a Reader's Digest survey

• Their known development for sub-brands ( Nivea Visage, Nivea Vital) help emphasize brand indentity and for consumers to personally pick a sub brand that is most beneficial to their specific needs.

• Since all the sub-brands range from every target market and age, a loyal consumer can change their sub-brands as they age and mature.

• Nivea’s sub-brands range from all ages and gender, it promotes family values as an aspect to their name. Along with family linked values, it focuses on newly and upcoming trends such as the Nivea “Goodbye Cellulite” product under the sub-brand Nivea Body. It guarantees results after only 2 weeks of using the product.

Product Design

• Depending on the product and certain sub-brand, the design varies with the target market. It always includes the original blue and white Nivea title but includes character and personality into each line.

• Along with all these different designs of each sub brand. On the website , men, women, kids and teenagers all have different links to view according to what they are looking for. Advice, games and information according to the consumer is given.

Depending on the product and certain sub-brand, the design varies with the target market.

GirlsKids

Men Women

Product Services

• Nivea provides numerous advice, information, games and personal attention to each consumer.

• Beiersdorf opened the world's first 'House of NIVEA' in Hamburg, Germany. The house offers different accommodations to its customers such as massages, and product.

• There is a monthly newsletter available to sign up for free for customers to keep track of new product lines and news.

Nivea Visage

Nivea Beaute

Nivea Haircare

Nivea Creme

• The first Nivea Crème was invented in 1911.

• The substance Eucerit was originally created for the medical field.

• When creating the name they

chose Nivea, because of the

meaning.

• “niveus/nivea/niveum”,

which means snow white.

Nivea Creme

Nivea Soft

Nivea Body

Nivea Body

Nivea Sun

Nivea Sun

Nivea Soft

Nivea Body

Nivea for Men

• Nivea for Men covers all categories of men's grooming products, except razors and blades.

• Deodorants and skin care account for the two fastest growing categories of men's grooming products.

• Nivea for Men is present in all regions, although close to 60% of its sales are made in Western Europe, the

• largest and one of the fastest growing regions for men's grooming products.

Nivea for Men

Nivea Hand

Nivea Hand

Nivea Deodorant

Nivea Deodorant

Nivea Vital

Nivea Bathcare

Nivea Lipcare

Nivea Lipcare

Nivea Baby

Nivea Intimates

Statistics

• Skin care is said to be their most important product area as of now, the second largest is deodorants with a growth of 7% in 2006. The third is men’s grooming products with a growth rate of 8%.

Global

• The company has focused on globally expanding and remaining an international product since 1913, in which they were already successfully producing 42 percent of their sales abroad.

Celebrity EndorsementsDuffy…

Kristin Cavallari…

Interesting Marketing Idea…• In Bangkok, a Nivea truck drove around with a stage and

a woman showering in a frosted shower. This was to promote the new shower product. This angered some of the people of Bangkok.

Compare Commercials

Nivea Sun Commercial

Nivea Creme Commercial

Bibliography

• http://www.prnewswire.com/mnr/nivea/35987/images/35987-hi-DNAge_pressad.jpg

• http://www.ameinfo.com/166764.html