1. Hisham BinSefrah
18686

2. 1.What is the goal of Nivea’s global brand
campaign?
 The goal of Nivea’s global brand campaign
is to create a unified brand appearance
across all categories and all media, in other
words create awareness.

3. 2.What is the message theme? (slogans)
 The slogan is “Beauty is …”
 This'holistic' concept of beauty was
inspired by a number of workshops, run by
the company, where women in Germany,
France, the USA, Russia, Brazil and China
were interviewed about their understanding
of beauty.

4. 3.Identify the core market, the semi-periphery
markets and the periphery markets?
 Core market: Germany, France, and United
States.
 Semi-periphery market: Brazil, China,
Russia and India.
 Periphery markets: Middle East and Africa.

5. 4. What are the core elements of the media
strategy?
 The core elements of the media strategy
includes 45 second image spots on big
private television channels, and eight page
spreads in weekly and fortnightly women’s
magazines.
 Also,the campaign will feature city posters
at 20,000 sites in over 85 cities in the
country.

6. 5. What are the components of the message
strategy?
 The components of the message strategy
of “Beauty is…” campaign will include
 TV coverage
 Print
 For the aim to convey
Nivea’s understanding of beauty through
their slogans such as “Beauty is Caring”
and “Beauty is Sparkle”.

7. 6. What type of global marketing research did
Nivea conduct? Define consumer insight?
 Nivea conducted a global internet project, “Share what
beauty is for you: where consumers are invited to send in
their personal experience of beauty in word and image via
the campaign website.
 Another type of research that was conducted was focus
group through inspiring the concept of beauty by a number of
workshops, where women in Germany, France, USA,
Russia, Brazil, and China were interviewed about their
understanding of beauty.

8. 7. Describe Beiersdorf’s marketing and
advertising strategy in the Middle East?
 Marketing and advertising strategy in the
Middle East ran in four languages, English,
French, Arab and Farsi and will include
both local and international figureheads in
an attempt to increase brand popularity and
awareness.

9. 8. Should Beiersdorf continue with its fairly rigid
standardized marketing and advertising
stratgety?
 Yes I believe that Beiersdorf should
continue its standardized marketing and
advertising because in the Middle East
Nivea has reported positive results for 2007
including a 47% increase in the sales of
Nivea products.

10. 9. Find a Nivea ad and translate/adapt/redesign
it for the Gulf market?

11. 10. Assess the campaign in terms of success on the
basis of two variables? Sales/Top executives
interviews
 Inearly 2007 the company stated its
ultimate aim to achieve a 5.5 per cent slice
of the global market for personal care
products by 2010. Growth was said to be
particularly focused on markets of China,
India, Brazil and Eastern Europe.