bm group4 nivea
TRANSCRIPT
Nivea Managing A Brand HierarchyGroup 4
Name Roll No:
Shouvik Das FT13170Ishani Sircar FT13224Arjun Choudhry FT13312Namita Joshi FT13351Vikrant Vijay Mahajan FT13389Ruchika Salhotra FT13466
Does Nivea standardize its brand across the globe or customize it to local markets?
For the most part, Nivea uses a standardized marketing mix. However, the company modifies some details, primarily advertising images and messages, to adapt to local cultures and preferences.
Visit NIVEA’s website, www.nivea.com , and tour the sites for several different countries. How does NIVEA market its products differently in different countries? How does the company maintain the consistency of its brand?
Nivea changes small details on each site to cater to local consumers. For example, the models on each site vary to reflect the local culture and heritage. However, the basic information available on each site consistently tells the Nivea story, communicating the brand’s history and positioning.
Nivea UK : Home Page Analysis
Focus on Sun and Skin protection
Variety of Products displayed
Nivea India: Home Page Analysis
Focus Skincare Celebrating 100
yrs (legacy) Beauty – Body &
Shape
Nivea Brazil: Home Page Analysis
Different Language – Spanish
Football Flavour Celebrity / Expert
Endorsement Sensuous
Nivea Middle East: Home Page Analysis
Focus on Moisturizer Cleaning Sun Protection Deo - smelling
good Men’s Skincare
NIVEA STORYYear Release
1912 Introduced Crème in Europe
1922 In US and South America
1951 Introduce first deodorizing soap
1963 NIVEA milk-"for all-over body care"
1973 "Only Me" NIVEA ad campaign
1982 Internationalization of Brand
1992 NIVEA's BLUE HARMONY ad
2002 Launches -Nivea lip care
2010 Launches - Nivea Happiness Sensation
BRAND CBBE PYRAMID
Mental Map
Quality
For Family
Scent/ Feel
Pure
Protect
Soft Care
Heritage
Gentle
Simple
Blue/ White
Marketing Strategy Internationalize sub-brands by creating a universal name.
NIVEA logo for all packaging.
Adopted separate ad campaigns for each sub-brands, but a common message of quality and care exist in all ad.
Implemented IMC by “Blue Bible” philosophy
Same message in all the market
Direct Marketing :-
Periodic mailings to more than one million database
Non-Traditional Marketing :-
NIVEA beach ball @ European beaches each summerBlue Santa Clause giving NIVEA cream in Germany
Event Marketing :-
Sponsored beauty contests in diverse market, Poland, UK & Thailand
AN UMBRELLA BRAND
NIVEA ADVERTISING
Blue Harmony Campaign
Centralized brand elements and message of quality and care.
Common emotions in all ads.
Brand values such as: Health Love Mother Timeless Genuine Simple Caring
Should the advertising be changed?
No, when the message is the same across the entire world.
When the emotions conveyed and interpreted are the same.
The same simple blue logo with white lettering should be maintained.
Provide recommendations to Nivea concerning next steps in their marketing program.
Key approaches that Nivea could adopt to grow
i. Market Penetrationii. New Product Developmentiii. Market Developmentiv. Diversification
Market Penetrationi. Market Penetration
Selling more products involves either growing the market as a whole or taking market
share from competitors.
Adjusting the marketing mix:
Product - Reformulating products to make them more effective e.g. better at moisturising.
Price - Reflecting good value but at a premium to retailers' own or private labels to represent quality.
Place - finding new outlets through which to sell the products.
Promotion - finding more effective ways of reaching the target market, e.g. samples on
beauty magazines.
New Product Developmentii. New product development
Beiersdorf's investment across a broad range of existing products illustrates its commitment to new product development which should be carried along.
• Focus on Core Competence of R&D to provide Quality Products
• Matching Science With the Consumer's Needs
• Developing new concepts for active ingredients against skin aging
• Higher focus on organic and Herbal formulations
• Communication to the larger audience highlighting the thrust on R&D.
Market Development
iii. Market development
• Clear Geographical Focus -To focus on clearly defined geographical priorities.
• Western Europe should remain in focus.
• China, Russia, Brazil, and India should be geographical priorities delivering superior growth.
• Should put more emphasis on sizeable regions, like Latin America and Asia.
• Should focus on dedicated solutions for some product categories to address local consumer needs.
Diversification
iv. Diversification
• Develop new products for new markets.
This is well illustrated by the development of the NIVEA FOR MEN range.
This development resulted from several trends. These include:
• The softening and blurring of "male" and "female" gender roles.
• Increased spending on lifestyles with more people attending gyms and caring about their appearance.
• New media developments, e.g. the revolution in men's magazines provide direct contact with men through advertising.
THANK YOU