Brand Building Strategy for Nivea

Brand Building Strategy for NIVEA

04/11/2023STEVENS B SCHOOL

BRAND BUILDING STRATEGY FOR NIVEA

A Strategic Brand Management Project

Presented By:

Nikita Sanghvi


Flow of Presentation

• Qualitative Research• Knowledge Structure• CBBE Pyramid• Conclusion

Brand Exploratory


• History• Brand Elements• Marketing Programs• Secondary Association

Brand Inventory

• Determine the Communications Objectives

• Designing a Message• Message Content• Message Structure• Message Format

• Choosing Media• Selecting the Message

Source

IMC Plan



BRAND INVENTORY



INTRODUCTION

• Nivea is a German brand marketed in India by NIVEA India Pvt. Ltd.

• NIVEA India Pvt. Ltd, owner of the No.1 skin care brand in the world, started operations in India

in 2006, as a 100% affiliate of the global cosmetics & toiletries giant Beiersdorf AG

• The Nivea brand, has been present in India for about 40 years but the subsidiary was set up only

in 2006.

• This brand has a history of around 100 years. Nivea came into existence in the year 1911.



HISTORY

1906: Beiersdorf opens its first UK office in Idol Lane,

London.

1911: Dr Oscar Troplowitz, a

medical researcher, develops a new kind of cosmetic

cream.

1922: NIVEA launches the first

mass market skincare cream in

the UK - the world's first true cosmetic

moisturiser.

1950s: NIVEA begins to expand

its product portfolio beyond the iconic NIVEA Crème into lotions, Sun care, Shower and basic

face care.

1991: NIVEA Visage launches in

the UK

1992: From here until 2000, NIVEA body, Soft, Hand, For Men, and Lip care all launch in

the UK

2002: NIVEA Deodorant

launches in the UK

2006:•Beiersdorf UK Ltd celebrates its 100th anniversary

•Started operations in India as joint venture with JL Morrisson

2007: Breaks the Joint Venture & becomes the

subsidiary of UK company

2011: 100th ann’y of Launch of NIVEA

Crème.



BRAND ELEMENTS• Name:

▫ The brand has derived its name from the Latin word Nivius meaning "Snow White".

• Logo:▫ The dainty art nouveau design of the original NIVEA tin was replaced by a much

simpler look: The blue tin with the word NIVEA in white celebrated its debut in 1925.

NIVEA’s visual identity:World-famous blue and white color combination

NIVEA blue - is not just any old blue, but “Ivocart NIVEA Blue B 65711”A special color mixed exclusively for NIVEA in a complex development process

Blue = sympathy, harmony, friendship and loyalty White = external cleanliness as well as inner purityBlue and White = ideal for honest and appealing brand



MARKETING PROGRAM: PRODUCT

http://www.nivea.in/subbrands/show/694





• Nivea Creme is an iconic beauty classic used by millions of women all over the world. It was the first true cosmetic moisturiser and is still the brand's signature product.



MARKETING PROGRAM: PRODUCT• Nivea has expanded significantly to offer a comprehensive choice of

moisturising, protection and care expertise in the face, body, hand, lip, men's, sun and deodorant markets.▫ Skin Care—NIVEA Body, NIVEA Visage, NIVEA for Men, NIVEA Sun,

NIVEA Baby, NIVEA Crème, NIVEA Vital, NIVEA Soft, NIVEA Hand, and NIVEA Lip.

▫ Personal Care—NIVEA Deo, NIVEA Beauty, NIVEA Hair Care, NIVEA Bath Care, and NIVEA Intimate Care.



MARKETING PROGRAM: PRODUCT• Product: Tag Line

▫ Nivea Sun – The New Nivea Sun Makes The Sun Gentle

▫ Nivea Visage - Get Fair, Stay Fair

▫ Nivea Shower And Bath-delightfully Gentle And Creamily Mild

▫ Nivea Hair - Entire Care For Frequently Washed Hair

▫ Niveo Deo: Aqua & Cool-the Deo That Even Cares For Your Skin





2006 has seen the launch of several innovative new products.

• Nivea transferred its nourishing, tanning and firming expertise into the new and rapidly growing

gradual tanning segment with the launch of Nivea body Sunkissed Skin, a daily moisturiser with

a hint of tan, which also helps firm the skin.

• Nivea body Age Defying Lotion, formulated to replenish the levels of Creatine in skin, helping

boost the skin's natural anti-ageing process.

• Nivea Deodorant Pearl & Beauty, a deodorant offering 24-hour protection along with pearl

extracts designed to leave underarms feeling smooth and cared for.

• Also new for the 2006 Sun market is immediate protection for children in spray and lotion

formulations, forming part of the new NIVEA Sun Children's SPF 50+ range.




MARKETING PROGRAM: PRODUCT• Nivea for Men line included

▫ Two new fairness products - a Whitening Moisturizer and Multi-White Whitening Facial Foam.

▫ Deodorant Aqua Cool, ▫ Multi Protecting Facial Foam, ▫ Moisturizing Shaving Foam,▫ Shaving Gel and▫ Cooling Gel Moisturiser, a light hydro gel, with Iso Magnesium and Mint ExtractsLess alcohol, more care




MARKETING PROGRAM: PRICE

Segment: Mass premium sector• Nivea Cream 150ML

▫ MRP : Rs. 148.00

• Nivea Cream - 100 ML▫ MRP : Rs. 109.00

• Nivea Cream (200Ml)▫ MRP : Rs. 179.00

• Combo-Nivea Cream 60ML

▫ MRP : Rs. 118.00

• Nivea Visage:

▫ Rs 109 and Rs 329



MARKETING PROGRAM: PROMOTIONS

NIVEA India: First TV Commercial on Air

• The newly founded Beiersdorf affiliate NIVEA India aired the first TV commercial in major TV-channels and cinemas in 2006.

• The massive integrated campaign showed uplifting results: NIVEA Creme sales in July and August like-for-like increased by 143.2 %. Total NIVEA sales grew by 121.8 % in the same period.

• In collaboration with TBWA\India, the NIVEA marketing team produced two scenes to add some "Indian Masala" to the highly successful international NIVEA Creme spot.

• The TV spots flanked by a print campaign as well as extensive point-of-sale material and consumer promotions

• Official face care partner of IPL team Chennai Super Kings

http://photos1.blogger.com/blogger2/2258/2294/1600/niveaad.jpg



MARKETING PROGRAM: PROMOTION

• To launch a new skin care campaign to mark the 100th year celebration of

renowned cream brand Nivea. (With the business strategy “Focus on Skin Care. Closer to Markets)

• The campaign titled “100 Years Skincare for Life” will be launched in May.

• To reach new target groups, Nivea will launch its largest ever digital mobilization

campaign in social media along with International star Rihanna and it is expected to

generate over one billion page views per week.

• Another focus in Nivea’s 100th birthday year is the support of a special project for

socially disadvantaged children undertaken by Nivea in global partnership with the

children aid organization Plan International.

• Aiming to take the 100th anniversary straight to the consumer NIVEA will be throwing

a “thank you” event to celebrate with consumers from around the globe.



BRAND EXPLORATORY

“In many countries, consumers are convinced that Nivea is a local brand, a mistake which Beiersdorf, the German makers, take as a compliment.”

As quoted on leading brand consultancy Wolff-Olins' website, www.wolff-olins.com



Building Brand EquityBrand Knowledge

Brand Awareness

Recall

Recognition

Brand Image/ Brand Association

Strong

Relevant

Consistent

Favourable

Desirable

Deliverable

Unique

Point of Parity

Point of Difference



QUALITATIVE RESEARCH

• Free Association

• Brand Personality & Values



Free Association

Sequence of Nodes

Strength Favorability Unfavorability Uniqueness (POP and POD)

Tell me what all things come to

your mind when you think of NIVEA? (in

sequence: Top of the mind recall

activity)

What do you like best about the NIVEA? What are its positive

aspects?

What do you Dislike about the

NIVEA? What are its

disadvantages?

What do you find unique about the NIVEA? How is it different from

others?

In what ways is it the same?

1

2

3



Questionnaire• 1.Which Brand(s) comes to your mind when you think of Personal Care ?

• 2. Which brand "do you use"/ "would you prefer" in Personal Care category in general?

• 3. NIVEA is targetted to: (Multiple Selection)

▫ a. Female (Under 40yrs)

▫ b. Male (Under 40yrs)

▫ c. Kids

▫ d. Old age (M/F & 40+ years)

• 3. Do you know the product portfolio of NIVEA?

• 4. If Yes to the above Question, please mention its product portfolio?

• 5.In what ways is NIVEA Brand similar and different from Personal Care Brands?

• 6. When & Where do you use NIVEA & please mention the product category also.

• 7.If the brand were to come alive as a person, what would it be like (You can give the name of any

known personality with his or her characteristics)? What would it talk about?



Questionnaire• 8. Rate the NIVEA on the scale of 1-5 (where 1= Least and 5= Highest) over the following parameters:

▫ a. Gentle e. Sticky

▫ b. Protective f. Oily

▫ c. Smooth g. Value for money

▫ d. Caring

• 9.If I say NIVEA what feeling does it evoke in you?

▫ a. Happy e. Like

▫ b. Satisfied f. Good

▫ c. Joy g. Fresh

▫ d. Soft h. If Any other ---pls specify

• 10. Do you remember the TV commercial of NIVEA ? Y/ N

• 11. Rate the personality of NIVEA on the scale of 1 - 5 (where 1 = not at all descriptive and 5= Descriptive) over the following parameters:

▫ a. Sincerity ( down-to-earth, honest, wholesome, cheerful)

▫ b.Excitement ( daring, spirited, imaginative, up-to-date)

▫ c. Competence ( reliable, intelligent, successful)

▫ d. Sophistication ( upper class, charming)

▫ e. Ruggeddness ( outdoorsy, tough)



KNOWLEDGE STRUCTURE

Used byparents

Using sincechildhood

LessAvailability

NoPromotions

Reliable

Freshness

Sophisticated

Sincerity

BrandPersonality

Targeted toMales &

Females ofage group-

under 40 yrs

PremiumSegment

AttractivePackaging

White Logo

Value forMoney

ConsistentQuality

High Quality

Unisexproducts

UmbrellaFamily

Focus onfairness

Good for DrySkin

Used inWinter

Nivea Sun -Protectionfrom Sun

Nivea Visageand Nivea

Soft - Youth

Nivea forMen

Specific foreach

segment

Nivea Cream

PleasantFragnance

Lip Care/Soap/

Deodorant/Body Care /Face wash /

ShavingCream

Caring &Protective

Mildness /Gentle

Snow WhiteCream

Sticky

UnsatisfiedOily

Smooth

MoisturizingCream

Nivea

PopularBrand

Blue Tin

High Price

WideSpectrum of

Products



SFU Association

Strong Favourable Unique

Mildness/ Smooth High And Consistent Quality A Complete Caretaker Of Skin

Reliability Pleasant Fragrance A Universal, Unisex Acceptance

Gentleness World Known Brand Special Product Range For Men

Caring & Protection Satisfying Multiple Needs

High Quality

Blue Colour Tin / Logo

Luxurious Brand



CBBE PyramidResonance: Commitment: Continuous use in winter; Brand Switching

Judgments:Wide range of products, Reliable, Consistent, Better products at low cost available

Feelings: Freshness, Good , Satisfied, Soft, Sophistication Unsatisfied

Performance: Caring & Protective, High Cost, Attractive Packaging, Pleasant Fragrance, High Quality, Mild, Gentle, Smooth, Less knowledge about its multiple functions

Imagery: Blue tin & white logo, Used in winter since childhood, For dry skin, Sincere, Sophisticated, Targeted to males & females of age under 40 yrs

Salience: Various products and purposes, Less recall



Inference• Salience: Nivea is not a top of the mind recall brand; it doesn’t fall into consideration set also ;

no mention of the company

• Synonym with high quality and consistent performance but at high cost

• The white logo and blue tin is the ultimate brand image

• The knowledge about the brand breadth and depth is considerably good but the nodes are weak

• Targeted to males & females of age group under 40 yrs

• It is observed that Nivea cream can only be used in winter because of its characteristics of

oiliness and stickiness

• The brand personality: Caring, Protective, Sincere, Reliable, Consistent, Sophisticated

• Resonance: Upto a limit

• IMC Campaign: Frequency is too less; no ad of collectives product; not describing multiple uses

of the product; difficult to relate with the Indian consumer



IMC PLAN


Steps in Developing Effective Communication


Identify the target

audience

Determine the

Communications

Objectives

Establishing a

Communications Budget

Designing a Message•Message Content

•Message Structure

•Message Format

Choosing Media•Personal Communication Channel

•Non Personal Communication Channel

Selecting the Message Source

Collecting Feedback



Communication Objective

• Informative:

▫ Explaining multi-purpose uses of Nivea crème & similar product range

▫ Telling the market about the targeted segment

▫ Describing the wide spectrum of products

▫ To create the high visibility among the target segment

▫ Building a brand & company image

▫ Positioning it as the only companion for all times in the skincare category



Designing a Message

• MESSAGE CONTENT

▫ Musical Appeal: Captures the listener’s attention, can be linked with emotions,

memories, & other experience

• MESSAGE STRATEGY

▫ Cognitive Strategy: Generic message

• EXECUTIONAL FRAMEWORK

▫ Slice of Life

▫ Testimonials



Designing a Message

• MESSAGE STRUCTURE

▫ Close ended conclusion

▫ One sided argument

▫ Strongest argument last



Communication Tools Selection

FACTORS TO SELECT ADVERTISING MEDIA

• Reach - Mass Premium Segment

• Frequency - high / intense

• Continuity: Continuous Campaign

BASIS FOR MEDIA SELECTION

• Target-audience media habits

• Product characteristics

• Message characteristics

• Cost



Communication ToolsMEDIA ▫ Print Media

Newspaper – Times of India, The Economic Times Fashion/ Personal Care magazines – India Today, Gruh Shobha Supplements – The Strategist

▫ Broadcasting Media TV advertisement – 3 Phases: Involve common people Films oriented to youth: F.A.L.T.U., Break Ke Baad, Aisha

▫ Electronic Media Social Networking Websites Youtube – Broadcast the multiple use of Nivea by different peple that

will create involvement



Communication Tools

• Sponsorship

▫ TV Serial;

▫ Skin Care Awards: Most Beautiful Face, Most Smooth Skin, Most Gentle

Skin

• Sales Promotion

▫ Bundling



Communication Tools• TV Ad

▫ Multiple Uses of Nivea Cream;

It protects my skin from the cold

It helps small injuries heal faster

It smoothes areas of dry skin

It gently removes make-up

Its fragrance make us feel fresh

It is perfect for any occasion

My dry hands long for it

It soothes the skin after shaving

▫ Demonstrate all the products all together;

▫ Around the World Tour and the only companion all the times



Communication Tools

In-Store Promotion

▫ Kiosk: Displaying the products in attractive manner; may be the whole

range can be displayed all together: Visibilty at Point of Purchase

New Media Technique

▫ Advertorials - An advertorial is an advertisement in the form of an editorial.

The Strategist, The Times Life



Thank You

Brand Building Strategy for Nivea

Education

Transcript of Brand Building Strategy for Nivea