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Nivea Crème

Nivea Crème. First introduced in 1912, Nivea Crème became the staple product of Nivea First crème to provide both skin care and protection, all at an affordable price

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Nivea Crème

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  1. Nivea Crème • First introduced in 1912, Nivea Crème became the staple product of Nivea • First crème to provide both skin care and protection, all at an affordable price • The name “Nivea” was chosen because the Latin word “nives” translates to “snow”, referring to the snow white color of the NiveaCrème • Ever since its release; Nivea has been used in millions of households across the world.

  2. Terms Associated With Nivea • Affordability • Reliability • Protection • Feeling Good • Care • High Quality • Mildness

  3. Secrets to Success • Advertisement for Nivea began in 1912 • Ads were simple, informative, and to the point • The overall theme of simplicity and making ads informative remained constant, but changes were implemented to reflect the style at the time • Nivea women were always something the average woman could identify with

  4. Sources of Equity • Strong brand image • Decades of success and praise from customers • High saliency • Strong foundation • Umbrella company with many sub-brands

  5. New Strategy & Growth in 2 Steps • 1. “Strebghen Established Nivea Brand” In Response to competition Nivealtwered Distribution and publictyfor Nivea Crème. • “Nivea, The crème de la crème” (1971) • “Only Me” Meet all Skin Needs (2x1)

  6. 2. “Brand Extension Through New Product Lines and Product Categories. • Use Nivea Crème reputation to transfer equity. Skin Crème Company Skin Care Company

  7. Nivea Sub- Brands

  8. New Horizons, New Issues • 1922, 22% of Sales from Nivea Crème. - Nivea: Crème Image Weakened by *Cannibalism * Market Saturation * Loss of core ID * Customer Confusion “What is Nivea… again?”

  9. Kunisch Philosophy & Reinvention of Nivea • Rolf Kunisch – New leader for Nivea’s Cosmed division ( 1990). • 20 year experience at P&G. • Integrate Marketing Communication & Promotion • “What is Nivea?”  Market Research - Traditional Family Values - Gentleness - Care Matched 90’s Values – Opportunity!

  10. Nivea then & Nivea Now Nivea Deo (PC) Nivea Crème (PL) Intro 1991 Effectiveness “Mild care & natural freshness” Global View Portable – Convenient Strong Introduce 1911 Innovative Simplicity + Care German Perspective Skin Care “Blue Harmony Campaign” Personal Care Gentleness Credible 2x1

  11. Branding Strategy • "Blue Bible” • Standardizing advertising formats, using "Blue Manifesto" (Nivea Crème's specific campaign) as the basis of campaigns • "Perfect Local Execution"

  12. Traditional vs. Non-Traditional Marketing • Direct Marketing: • French Nivea - database more than one million customers • -Non-Traditional and Event Marketing: • Beach Ball • Nivea Club - establishes a brand resonance with customer loyalty and community • Event Marketing focuses on various sub-brands - beach events, double-decker bus, relaxation balls, Nivea shops in department stores (Germany) • Nivea.com - creates a focus on overall parent brand and global market

  13. Current Brand Status, Opportunities, Questions • Introducing sub-brands with Nivea Crème as flagship product  • Relatively small market share of United States' skin care market • Brand Hierarchy • Sub-brand strategy or Umbrella Product? 

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