IMC Plan Group F

Beiersdorf, based in Germany

150 affiliates around the globe.

17,000 people of whom 965 are

scientists.

Market leader in 45 countries

Global brand awareness of 95%*

Interbrand Best Brands in Germany

- no. 17

The iconic Nivea Blue Box

About

BusinessBusiness ModelCompany Purpose Stakeholders

"Focus onskincare, closerto market"Umbrellabranding

To provide highquality skincare for everyskin type

Beiersdorf AG

Employees

Consumers

Governments/

Cities

Competitors

Suppliers

StrategyProduct FeaturesNeed & Motivation Brand Values

Consumersdiffer in theirskins and theirneeds for skincare productsThey arelooking for abrand theycan trust in totake care oftheir skin forthem.

NIVEA standsfor skin care,trust, qualityand value formoney.

Today, NIVEAhas launchedmore than500 productsunder itsumbrella brand,globallyNIVEA BathNIVEA BodyNIVEA Men

MarketCompetitors Market Society

OlayDoveClean & ClearGarnierNeutrogenaBioreSt. Ives

$121 Billion in2016HighcompetitionBig PlayersFour Segments

Cares aboutsocialresponsibilityCustomerExperienceTechnologicallyorientedNodifferentiation

SkincareBrands

DesignTerritory Brand Promise External Aspects

FamiliesNatural Beauty

"Nivea is myskincarecompanion forlife"

classic darkblue packagingwith the whiteNIVEA logohighrecognition ofNIVEA's designconsistentdesignthroughout theproducts andcountries

Nivea is Global

PlanningPlan Message Experiential Map

BLUE AGENDA

NeedrecognitionSearch for aproduct andthe "perfectbrand"OnlineOffline -Salesperson ortrialsPurchaseWOM

Nivea wants itsconsumers tobe confidentNivea caresabout theconsumers

Blue Agenda

Source: http://www.beiersdorf.com/about-us/our-profile/strategy

Nivea Campaigns till nowCare is beautiful Sun Band - Protection Take Care Out There

South AfricaUbuntuhonourindividuals whoselflessly carefor others andlive by the trueembodiment ofkindness

Magazine AdPrint andMobileexecutionSafety of one'skid by settinga safe zoneperimeter -alarm goes onif the kidcrosses it

February 2015,Hamburgincreaseawarenessabout the risksof UV radiationuse of UVcameratechnology

CreativeBrief Ideas Content

Development

Who: people whocare forthemselves andtheir familiesWhat: create selfawareness aboutskincare and skincancerHow: throughprint media andtheir productsWhere:touchpoints

In collaborationwith AmericanAssociation ofDermatology -"SPOT SKINCARE"Include Selfcheck body mapswith everyproductCommercialsshowing how lifedoesn't end afterskin cancer

Nivea cares aboutskin cancer, itwants people tobe aware andwants the peoplewith this cancerto gain theirconfidence back

ExecutionCommunication Contact Points Integration

TVCommercialsPrint AdsEffective Pointof SaleAwarenessPostersSocial MediaBlogsProductPackagingA look in timesaves life

Social NetworksBlogsTVCommercialsMagazinesPoint of SaleNivea CaresEvents

Push strategyPull strategySocial mediaMass media

EvaluationData & Information Results Leadership

Ask consumersabout brandperceptionbefore andafter thecampaign

Set SMARTgoalsPre and postadvertisingtraffic on yourwebsiteGoogleAnalytics

Market ShareShare of mindImprovement inInterbrandranking

Q & A