1. NIVEA
DANIEL YEHESKEL-HAI HTW University of Applied Sciences
Bachelor International Business
SOTARIUS DURUOHA B12 Marketing
Prof. Dr.Holger Lütters
WS 12/13
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2. CONTENT
Company Information
Brand Elements
The Four P’s
Nivea’s “Beauty is” campaign
SWOT Analysis
Discussion Questions
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3. COMPANY
INFORMATION
Nivea – Most recognized skin and beauty care brands in the
world (Nivea, 2010)
Introduced in 1911 by Belersdorf, which is today controlled
by Tchibo AG.
Available in over 200 countries.
Core values: “Security, trust, closeness, credibility.” (Fasse
2009)
In 2011 Nivea generated a revenue of 2.5 Billion euros.
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4. BRAND ELEMENTS
Name
• The brand has derived its name from the Latin word Nivius
meaning ”Snow White”.
Logo
• The original NIVEA tin was replaces by a much simpler blue and
white tin in 1925.
NIVEA Blue
• The unique color is the “lcovart NIVEA Blue B65711”. This color
was developed in a complex color mixing process for NIVEA.
• Blue: Sympathy, harmony, friendship and loyalty.
• White: External cleanliness as well as inner purity,
• Blue and White: Ideal for honest and appealing brand.
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5. http://www.slideshare.net/floamiya/nivea-managing-a-
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6. http://www.slideshare.net/floamiya/nivea-managing-a-
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7. PRODUCT
Nivea.de
Nivea expanded from offering just one cream to filling every
market opportunity.
• Example: NIVEA SUN Face Whitening Cream
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8. PRICE
NIVEA prices always appear competitive with brands, such as
Dove, Johnson & Johnson or Labortoire Garnier, which may be
situated next to them in the shops. However, among these the
brand takes care that it does not appear to charge less so that the
image of being a quality brand remains believable for customers.
Google.com
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9. PLACE
Found Everywhere
• High-status retailers.
• Supermarkets
• Discount pharmacies
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http://1.bp.blogspot.com/_CoOKD6kKfUs/TTmKJgWQRrI/AAAAAAAAABs/46G7Ohclntc/s400/nivea%2Bvisage%2Byoung.jpg

10. PROMOTION
• Direct Marketing
• TV Ads
• Periodic Mailing
• Bill boards
• Non Traditional Marketing
adweek.com
•Nivea Beach ball @ European
beaches.
• Blue Santa Clause giving Nivea
creams.
• Event Marketing
• Sponsored beauty contests in diverse
market, Poland, UK and Thailand.
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Annual Report, 2007

11. NIVEA BEAUTY IS
CAMPAIGN
Nivea crowed sourced information online and offline in
workshops around the globe to find out what woman relate to
beauty.
Result “well being, personality, and interpersonal
experience.” (Rousseau, 2007)
They then used this information. to create their future
campaigns.
http://www.youtube.com/watch?v=TkXoDXte3kQ
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12. AIMS OF THE
CAMPAIGN
Create a Further
Connect with common strengthen the
the consumer. appearance of image of the
the brand. brand.
Create more Increase Nivea
awareness and skin care
Recognition knowledge.
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13. RESULTS
Nivea was ”able to report a 9% increase in the company's
global sales 2007 – well ahead of the markets average growth
rate of 3-4%. (CMD Global, 2008)
In response L’Oreal changed their slogan from “Because
you're worth it” to “Because we’re worth it. “ in order to
create more consumer relationship to the brand.
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14. SWOT
• Thick creams lead to the brand
being associated with a winter
cream.
Weakness
• Very strong competition.
• Association with being a budget
• Great positioning. brand.
• Very good brand image.
Strength • Efficient distribution
network.
• Used world wide.
• Entering new emerging markets with
Focused products.
Opportunities
• Being aware of costumers needs and
wants
• Other brands beginning
to follow the Nivea
philosophy.
Threats
• Not many sub-brands,
one scandal can destroy
the entire brand image.
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15. DISCUSSION QUESTIONS
Should Nivea expand into other beauty fields such as make
up ? If yes, should it remain under the brand name ?
In your opinion does it hurt the brand image to sell creams
which chemically lighten your skin under the philosophy of
pure and cleansing ? Is it ethical to sell a cream with 50 spf if
the market demands it, even though it is a proven fact that
anything above 20 is harmful for the skin.
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16. SOURCES
Beiersdorf Homepage (2010) Homepage (Online) available at:
www.beiersdorf.com (accessed at: 12/14/2012)
CMD global, 2008 “Smoothly does it“, CMD Global (Online)
available at:
http://www.cmdglobal.com/analysis/brand_experts/Nivea/Smoothl
y/does/itople.html (accesses at 29/10/2010) Euromonitor (2007)
Fasse (2009) „NIVEA“ Word Document (Online) available at:
http://www.niveapolska.pl/GetFile.ashx?id=522 (accessed at:
12/14/2012)
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17. SOURCES
L’Oréal (2010) Homepage (Online) available at: www.loreal.com
(accessed at: 12/14/2012)
NIVEA Homepage (2010) Homepage (Online) available at:
www.nivea.com (accessed at: 12/14/2012)
NIVEA Annual Report, (2007) “Annual Report 2007”, (Online)
available at: http://annualreport.beiersdorf.com(accessed at:
12/14/2012)
Positioning: Analyse how the two brands NIVEA and CHANEL
have been positioned in their respective markets. Available
at:http://www.grin.com/en/e-book/107759/positioning-analyse-
how-the-two-brands-nivea-and-chanel-have-been-
positioned(accessed at: 12/14/2012)
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