1. Name Roll No:
Shouvik Das FT13170
Ishani Sircar FT13224
Arjun Choudhry FT13312
Namita Joshi FT13351
Vikrant Vijay Mahajan FT13389
Ruchika Salhotra FT13466
Group 4

2.  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.

3.  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.

4.  Focus on Sun and
Skin protection
 Variety of
Products
displayed

5. Focus
 Skincare
 Celebrating 100 yrs
(legacy)
 Beauty – Body & Shape

6.  Different Language –
Spanish
 Football Flavour
 Celebrity / Expert
Endorsement
 Sensuous

7. Focus on
 Moisturizer
 Cleaning
 Sun Protection
 Deo - smelling good
 Men’s Skincare

8. Year 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

10. Quality
Blue/ For
White Family
Scent/
Simple
Feel
Gentle Pure
Heritage Protect
Care Soft

11.  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 summer
Blue Santa Clause giving NIVEA cream in Germany
Event Marketing :-
Sponsored beauty contests in diverse market,
Poland, UK & Thailand

13.  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

14.  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.

15. Key approaches that Nivea could adopt to grow
i. Market Penetration
ii. New Product Development
iii. Market Development
iv. Diversification

16. i. 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.

17. ii. 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.

18. 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.

19. 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.