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NIVEA : Managing a brand hierarchy
Submitted By:Group -11 Section A
Anurag TiwariJaywant Subramaniam
Pranav JhaSanju Thomas
Vignesh R
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.
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.
History
1906: Beiersdorf opens its first UK office in Idol
Lane, London.
Blue & White
Trustworthy, reliable
Care Protection,Pure
For family, multi-purpose
Identify and Establish Brand Positioning and Values: Mental Map
Judgments Feelings
Performance Imagery
Salience
Resonance
Identify and Establish Brand Positioning and Values: CBBE Model
Resonance: Commitment: Continuous use in winter; No Brand Switching
Judgments:Wide range of products, Reliable, Consistent, Feelings: Freshness, Good , Satisfied,
Soft, Sophistication
Performance: Caring & Protective, High Cost, Attractive Packaging, Pleasant Fragrance, High Quality, Mild, Gentle, Smooth, 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,
Plan and implement brand marketing programs : Mixing and matching brand elements
Two researches conducted by BDF– 1990’s
A “Inner Visuals” - imagery study - Pictures were associated to skin care brand- Nivea was associated to pictures denoting :
Traditional Family ideal, Communities
Earth – The Blue Planet - relating it to Creme NIVEA.
B “Semiological Analysis” of consumer’s socio-cultural values in 1990’s
- To evaluate Socio-cultural position of Creme NIVEA and other major sub brands.
These studies revealed - NIVEA’s Brand association fit well into values of 1990’s.consumer.
-The return to more simplistic and holistic approach to life ,-The desire to more fairness, openness & authenticity and belongingness
These were the values associated to NIVEA and particularly- Creme NIVEA
• Brand Mantra- Articulation of heart and soul of brand ,captures irrefutable essence or spirit of the brand positioning.
• NIVEAness : Essential Brand values :Timeless, Ageless,motherhood & happy family, honesty & trustworthiness and product benefits of mildness and quality.
Plan and implemet brand marketing programs : Mixing and matching brand elements
Brand Architecture
Brand portfolio strategy:breadth,depth
Portfolio roles: Strategic brands
Linchpin BrandsBenefit brands
Cash Cow brnads
Portfolio graphics: Logo
Brand Portfolio structure:Brand groupings
Brand hierarchy treeBrand Range
Brand Market context: Subbrands
Benefit brandsCobrands
Brandvertising
• Nivea’s Business and Branding Architecture – Heliocentric Vision. It clearly shows that the NIVEA BRAND is at its centre, the STAR shining through every product and heating sales. Its PRODUCTS are the surrounding planets that, through a marketing perspective, have no light source of their own.
Brand Portfolio Strategy :
The effective creation, deployment and management of brand assets in support of simultaneous top and bottom-line growth
• Access to New Markets & Customers
• Marketing Investment Efficiency
• Strengthened Customer relationships
• Uncovered Latent Brand Potential
Sub Brands : Leveraging of secondary associations
• Essential brand elements :Carried Blue & white color code, message of quality & care
• Localized names
Co- Brands • Philips and Nivea in 1998 –smoothes ,care for and
refreshes skin.• Skin electric razor + NIVEA for men
Brand Market context: Subbrands
Benefit brandsCobrands
Portfolio Graphics :Brand Elements Name,Logo
Name: The brand has derived its name from the Latin word ,Nivius meaning "Snow White".
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
NIVEA.
NIVEA Logo Evolution
Brand Hierarchy :
Biersdorf
NIVEA
Skin careNIVEA Creme
NIVEA body
NIVEA Hand
NIVEA Sun
NIVEA baby
Face CareNIVEA for Visage
NIVEA for Vital
NIVEA for Beaute
NIVEA for men
Cosmetic
NIVEA Deo
NIVEA Bath care
NIVEA Hair care
Brand Portfolio structure:
Brand groupingsBrand hierarchy tree
Brand Range
Present Product range and Grouping
Portfolio roles
• Strategic Brand:• A brand that is projected to reap future sales and profits. NIVEA
Crème, NIVEA Deo, NIVEA for Men
• Linchpin Brand:• A brand that holds the entire organization together. It is a number
one brand that indirectly influences a business area providing a strong base for customer loyalty. NIVEA Crème
• Silver Bullet Brand:• A brand or sub-brand that positively influences the image of
another brand. NIVEA Baby, NIVEA for Men
Nivea Vital• Breakthrough in industry.• First product for which brand
elements were changed• Revolutionary idea
emphasized by change in colour code-red and curved gold bands
• Symbol : Energy, femininity• Core Function : Cell renewal.
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
04/11/2023
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
MARKETING PROGRAM: PROMOTION
• Launched 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” launched in May.
• To reach new target groups, Nivea launched its largest ever digital mobilization
campaign in social media along with International star Rihanna
• 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.
100 Yrs of NIVEA
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