Brand Building Strategy For Nivea

Brand Building Strategy for NIVEA
STEVENS B SCHOOL 12/08/2021
A Strategic Brand Management Project
BRAND BUILDING STRATEGY

FOR NIVEA
Presented By:
Nikita Sanghvi
Flow of Presentation
Brand Inventory
IMC Plan
• History
• Brand Elements
• Marketing Programs
• Secondary Association • Determine the
Communications Objectives
• Designing a Message
Brand Exploratory • Message Content
• Message Structure
• Qualitative Research • Message Format
• Knowledge Structure
• Choosing Media
• CBBE Pyramid
• Conclusion
• Selecting the Message
Source
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
1950s: NIVEA
1922: NIVEA
1911: Dr Oscar begins to expand
launches the first
Troplowitz, a its product
1906: Beiersdorf mass market
medical portfolio beyond 1991: NIVEA
opens its first UK skincare cream in
researcher, the iconic NIVEA Visage launches in
office in Idol Lane, the UK - the
develops a new Crème into the UK
London. world's first true
kind of cosmetic lotions, Sun care,
cosmetic
cream. Shower and basic
moisturiser.
face care.
2006:
• Beiersdorf UK
1992: From here
2007: Breaks the Ltd celebrates its until 2000, NIVEA
2011: 100th ann’y Joint Venture & 100th anniversary 2002: NIVEA
body, Soft, Hand,
of Launch of becomes the • Started Deodorant
For Men, and Lip
NIVEA Crème. subsidiary of UK operations in launches in the UK
care all launch in
company India as joint the UK
venture with JL
Morrisson
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 purity
Blue and White = ideal for honest and appealing brand
MARKETING PROGRAM: PRODUCT


• 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.

• 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.

• 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.

• 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 Extracts
Less 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

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.
“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
BRAND EXPLORATORY
Building Brand Equity
Brand Knowledge
Brand Awareness Brand Image/ Brand Association

QUALITATIVE RESEARCH
• Free Association
• Brand Personality & Values

Free Association
Strength Favorability Unfavorability Uniqueness (POP and POD)
Tell me what all

things come to
Sequence of What do you like What do you find
your mind when What do you
Nodes best about the unique about the
you think of Dislike about the In what ways is it
NIVEA? What are NIVEA? How is it
NIVEA? (in NIVEA? What are the same?
its positive different from
sequence: Top of its disadvantages?
aspects? others?
the mind recall
activity)
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
Lip Care/
Soap/
Deodorant/
Pleasant
Body Care /
Fragnance
Face wash /
Shaving
Cream
Nivea for
Men
Nivea Visage Specific for

and Nivea each
Soft - Youth segment
Nivea Sun - Wide

Protection Spectrum of
from Sun Products
Used in Nivea Cream Sincerity

Winter
Sophisticated
Good for Dry Brand
Skin Personality
Freshness
Focus on
fairness Reliable
Unisex Umbrella
products Family
No Less
Promotions Availability
High Quality
Nivea
Consistent Using since Used by
Quality High Price childhood parents
Value for
Money
Smooth
Oily Unsatisfied
White Logo
Blue Tin Sticky
Attractive
Packaging Moisturizing
Cream Snow White
Cream
Mildness /
Premium Gentle
Segment
Popular Caring &
Targeted to Brand Protective
Males &
Females of
age group-
under 40 yrs
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 Pyramid
Resonance: Commitment:
Continuous use in winter; Brand
Switching
Judgments:
Feelings: Freshness, Good ,
Wide range of products, Reliable,
Satisfied, Soft, Sophistication
Consistent, Better products at low
Unsatisfied
cost available
Performance: Imagery: Blue tin & white logo, Used

Caring & Protective, High Cost, in winter since childhood, For dry
Attractive Packaging, Pleasant skin, Sincere, Sophisticated,
Fragrance, High Quality, Mild, Targeted to males & females of age
Gentle, Smooth, Less knowledge under 40 yrs
about its multiple functions
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
Designing a Choosing
Message Media
Determine •• Message
Message •• Personal
Personal
Establishing Content
Content Communicati
Communicati
Identify the the Selecting the
a •• Message
Message on
on Channel
Channel Collecting
target Communicati Message
Communicati Structure
Structure •• Non
Non Personal
Personal Feedback
audience ons Source
ons Budget •• Message
Message Communicati
Communicati
Objectives on
Format
Format on Channel
Channel
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 Tools
MEDIA
▫ 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

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Brand Building Strategy for NIVEA

STEVENS B SCHOOL 12/08/2021

A Strategic Brand Management Project