• ESTABLISHED IN 1882 BY PHARMACIST PAUL

CARL BEIERSDORF.

• SOLD IT TO OSCAR TROPLOWITZ IN 1890.

• STARTED DEVELOPING SKIN CARE PRODUCTS.

• SEGMENTED THE MARKET ON THE BASIS OF

GEOGRAPHY, AGE, PSYCHOGRAPHIC AND

BEHAVIORAL

• TARGETED URBAN AREAS

• MADE ITS SKIN CARE PRODUCTS FOR BOTH MEN AND

WOMEN OF ALL AGE FROM KIDS TO ADULTS

• IT POSITIONED ITSELF AS A LOW PRICE HIGH QUALITY SKIN CARE CREAM.

• NIVEA’S RELAUNCH IN 1925

• IN 2011, BEIERSDORF RESTRUCTURED BRAND APPEARANCE

• INNOVATIONS WITH MARKETING RESEARCH

• STRONG TEAM OF RESEARCHERS TO DEVELOP NEW PRODUCTS

• NIVEA SELLS ITS PRODUCTS AT A PRICE TO RETAILERS AT A FIXED PRICE

• FOR NEW INNOVATIVE PRODUCTS IT ASKS FOR A SLIGHTLY MORE PRICE

• OVERALL IT SETS ITSELF AS A LOW PRICED PRODUCT

• USES RETAILER SHOPS AS ITS MAJOR DISTRIBUTION CHANNEL

• USES ONLINE PORTALS LIKE AMAZON AND FLIPLART

• EVENTS AND TRADE FARE TO LAUNCH THE PRODUCT

• ENDORSES CELEBRITIES

• SAMPLING

PRODUCT PORTFOLIO

• REDUCING DEODRANTS PRODUCT LINE BY 25%

• BEAUTY PRODUCTS HAD BEEN REMOVED

COBRANDING

NOW LETS

RECAP !!

CREDITS

• Istockphotos.com• flickr.com• Google.com

DISCLAIMER

CREATED BY, AYUSH GARG, BITS GOA, DURING

A MARKETING INTERNSHIP WITH PROF.

SAMEER MATHUR, IIM LUCKNOW