Nivea is a global skin care brand owned by German company Beiersdorf. Founded in 1882, Nivea focuses on product innovation and international expansion. It has a wide range of products for all ages and gender. Nivea applies strategies like point of difference, continuous innovation, and creating universal sub-brands. It uses various marketing techniques including direct mail, event sponsorships, and non-traditional approaches. The target market consists of middle-class consumers of all ages. Through brand extensions and celebrity endorsements, Nivea maintains its position as a leader in the facial care market globally.

2. Case Study On Nivea

3. COMPANY OVERVIEW
Nivea is a global body care brand that is owned by German
company Beiersdorf.
The company was founded on March 28, 1882, by pharmacist Carl
Paul Beiersdorf.
Beiersdorf ranked fifth in global beauty and personal care market in
2013, with a value share of 3%.

4. NIVEA comes from latin word meaning snow-white.The name does
justice to the idea of beautiful skin , that the brand spreads though
its product.
NIVEA Crème was introduced to the world in December of 1911.At
that time it was found in a tin yellow box.
The brand presents itself as a skin care solution for both men and
women.

5. What constitutes Nivea’s Marketing &
Winning strategy ?

6. Nivea applies the principle of point of difference.
Nivea continuously changes its core valuse with constant product innovation.
Nivea internationalize sub-brands by creating a universal name.
Nivea focuses heavily on research to develop new products that caters to
growing needs.

7. .
Direct Marketing
Periodic mailings to more than
one milion database
Non Tradition Marketing
Nivea beach ball@ European beaches each
summer
Blue santa clause giving Nivea cream in
Germany
Event Marketing
Sponsored beauty events
contests in diverse markets,
Poland, UK, Thailand

8. It is a brand that looks after
personal and skincatre needs
of people.
Operating in western countries
always thinking about where
they can expand.
Big range of products for
Different target groups based
on their different needs and
wants`
NIVEA has products within
its range for everyone- from
kids to young men &
womento mature & old
people

9. Target Market
The target market for Nivea
consist of upper strata of the
society, mainly middle class, all
age groups for skin care.
Positioning
Nivea develops innovative
skincare products to help
individual obtain a healthy,
youthful, and non-surgical
method of skin perfec.tion

10. Amount of money retail price
Pricing approach (how the price is chosen)
Cost-based, market-based, & competition-
based.
Goods & Services
What the product should look like
Product-mix
NIVEA sees its responsibility to promote
skin protection and the association
between healthy skin, general fitness and
well being.
Perfect location
Which distributuion?-channels/ networks
Which/how many intermediaries
Marketing Mix

11. Horizontal Brand Extension
When a company uses the
established brand name to new
categories.,
Vertical Brand Extension
Where the brand is extended up into
more premium market segments or
down into more value conscious
segments.
Brand Extensions,

12. Promotional Strategies
NIVEA sees its responsibility to promote skin protection and the association
between healthy skin, general fitness and well being.
NIVEA adopted separate ad campaigns for each sub-brands, but a common
message of quality and care exist in all ads.

13. .
Nivea has partnered
with many
hollywood and
bollywood actors to
promote and
endorse its brand.

14. Question Based On
Case Study
Question Based
On Case Study

15. What were the key steps in maintaining
Nivea’s position in the global facial care
market ?

16. • .
Nivea keep on changing it’s core value with Constant product
innovation according to changing market needs.
Nivea changed its logo, packaging, labelling to look modern and
global.
Nivea identified new market by observing new needs & came
up with products for that segments thus expanding its product
line.

17. What is Nivea’s strategy in respecting cultural
diversity while pursing a global brand strategy?

18. Culture plays in an important role in having a product or
brand being accepted by its customers. For example, South
Asia is obsessed with having a fair complexion. So Nivea
makes its products accordingly and publicizes its USP, hence
receives high chances of being successful

19. What should Beiersdorf do next with its product
line? Where is the future growth for the brand ?

20. • .
Stretching product line for high class consumers.
Adaption of international Ad campaigns at the local level to
reduce costs of different production formulations & packaging

21. .
STP
Marketing Mix
Case
Study
Questions
Brand Extensions
Promotional strategies
Summary

22. DISCLAIMER
Created by Abhishek Yadav, MITS Gwalior, during a
marketing internship under the guidance of Prof.
Sameer Mathur, IIM Lucknow