Mini Case Study -Nivea By- Ashok Patel Guided By- Prof. Sameer Mathur , IIM Lucknow

1. NIVEA

2. • Mr. Oscar Troplowitz was the owner of this
company and also he was the person who named it
Nivea.
• Nivea began its operations in the year 1911.

3. About Us
• Nivea is brand of Beiersdorf a German based
company owing various other cosmetics brand.
• In year 2003, company was present in over 14
product categories.
• Nivea comes from the latin word
niveus/nivea/niveum (meaning snow-white).

4. What made it so successful?

5. It’s Blue Agenda
Be the No.1 screen care company Be unique
Maximum focus, speed & efficiency Innovative & world class advertising

6. It’s Product
Skin Care Cosmetic
Personal Care

7. It’s Pricing Strategy
Uniqueness Production Cost
Customer Oriented

8. Where can you find?
Online Retailer’s
I have a strong Distribution Channel

9. It’s Unique Promotion Style

10. I am on Facebook
Events
Sponsorship

11. Where is my Customer?

12. Segmentation
Geographic Demographic
Psychographic Behavioural

13. Targeting

14. Positioning

15. Bad Time
Racist
Unsuccessful Products

16. I am Back
New Logo New Portfolio
Apology

20. Summary
History
Introduction
Blue Agenda
4 P’s
STP
Bad Time
Comeback
Q&A