NIVEA: MANAGING A BRAND
HIERARCHY
Agenda
Development of NIVEA
Brand Image and Equity
Product Line and Association
Brand Architecture
NIVEA Advertisement
Going Forward
Takeaways
Development of Nivea
1912 : NIVEA Creme introduced in the German market by Beiersdorf
1912-1970 : Range of products (48 new products) introduced and
expanded under Nivea brand - maintaining a mono-product philosophy .
NIVEA Creme remained the company’s premier product
1970 - 1993 : Stiff competition from Ponds, Henkel, Unilever.
Two-Prong strategy:
Stabilize strong historical market position - Larger sized units;
special line outlets to food outlets; Aggressive Ad campaigns
Transfer the goodwill to other products – Skin creme to Skin care
and personal care brand. Nivea Universe. Continuity and Innovation
Development Cont…
1993 onwards :
‘NIVEAness’ to all products and Ads and augmented by specific needs
of target markets.
Sub - Branding Strategy
At Beiersdorf, now one goal:
To meet consumers' skin and beauty care needs.
Every day. Throughout the world.
Sales Figure:
Germany 25 %
Europe w/o Germany 48 %
Americas 15 %
Africa / Asia / Australia 12 %
Mental Map of NIVEA
Scent/Feel
Care
Protection
Mildness
Gentleness
Trustworthy/Reliable
Pure
Simple
Multipurpose/Universal
For Family
Heritage
Blue/White
Good Value
Brand Image of NIVEA
Strength of Brand Association:
Rich set of Association like Care, mildness, reliability,
gentleness, protection, high quality, feeling good &
reasonably priced.
The Nivea woman- reflected in Ads as “clean, fresh and
natural”.
Favorability of Brand Association:
Used by Entire Family – Universal, Unisex, satisfying multiple
needs.
Associated with Mother-Child relationship, Family vacation.
Uniqueness of Brand Association
Complete caretaker of skin
Caring and protective
Anti - Aging
CBBE Pyramid
Resonance:
Attachment
Community
Judgment: Feelings:
Credibility Warmth
Superiority Fun
Performance: Imagery:
Quality Heritage
Mild and Gentle For Family
Caring and protective Pure Universal Applications
Salient: Multi-forms and purposes
Product Line
First Anti-Age Nivea Visage Face
Care formulated for skin cell
renewal; Reduces DNA damage in
the skin; Patent pending formulas
with combination of Folic Acid and
Creatine
First Anti-Age Nivea Body Care
for mature skin New formula with
skin´s own Creatine; Proven to
reduce sagginess, wrinkles and
dryness; Opening up a new high
potential segment for NIVEA body
Only three months after launch,
Attained No 1 market position
among all body care products in
France, Belgium, Italy, Portugal
and Turkey
Product Line
Further exploit huge market potential; New
shape and design to attract additional
consumers; New caring formulas to prove
unique Beauty expertise; Even stronger
communication of consumer benefits
Perfectly compatible
The expert Make up with the with your intimate
Skin care competence of area. Confidence and
NIVEA and a passion for well being all day long
colour to celebrate your
Feminine beauty
The advanced mild caring
range which covers all male
Facial skin care needs
Brand Association across
product class
Nivea Visage – ‘The mildest way to clean your face’, mildness and anti-aging as POD.
Nivea Body – ‘What your skin needs to be beautiful’, ‘cares like lotion, feels like spray’,
milky white lotion that penetrates gently into skin to make it soft and supple.
Nivea Sun – ‘The new Nivea Sun makes the sun gentle’.
Nivea Vital – ‘Care for mature skins’, emphasized on energy and femininity in their
design.
Nivea For Men – ‘Less alcohol, more care’. Offered smooth, freshness and soothing
qualities.
Nivea Beaute – Halo effect on overall Brand, focused on caring and high-fashion
design elements, perfectly suitable for new fashion trends.
Nivea Bath Care – Products promoted high quality, mild, caring benefits emphasizing
emotional benefits like stress relaxation and well being.
Nivea Hair – ‘Entire care for frequently washed hair’; First caring Styling range; Hold
and Protection as UV filter.
Nivea Deo –’The deodorant that even cares for your skin’, Feather as a symbol of
mildness and care.
Branding
• individual brands are presented to consumers, parent
company name is given little or no prominence
Product
• Dove, Pampers Individual
• Practice of using a company's name as a product brand Branding
name; attempt to use corporate brand equity create product
brand recognition. e.g. Disney Corporate
• Economies of scope; new product acceptance
Family Branding
• Overarching brand used across multiple related products
• Economies of scope; burden to maintain consistent quality Branding /
• AMUL - Amul Butter, Amul Cheese, Amul Milk, Amul
Icecream, Amul Chocolates etc
Umbrella
Brand Architecture
Early Advertising
Basic Theme – Simple, Plain, Informative
Image of NIVEA women as clean, fresh and
natural.
1920’s – Three happy, healthy lads
Extended the freshness and natural
Image to entire Family
Brand Logo
Blue = sympathy, harmony, friendship and
loyalty.
White = external cleanliness as well as inner
purity
Blue & White = ideal for honest and appealing
brand NIVEA.
Later Advertising
Contd. to represent the heart of NIVEA
products – trust, sympathy and care
Along with their own functionalities.
‘Blue Harmony’ campaign in 1992 to show the
spirit of NIVEA in NIVEA Creame
Going Forward…
Better Market Mix – Better products,
Premium pricing enhancing quality, Outlets
and saloons of NIVEA etc.
Eco-Friendly products – Introducing
Green/Herbal products along with promotion
through CSR activities.
More emphasis on local needs for developing
countries. Europe should remain on primary
focus.
Takeaways
Sub- Branding Strategy is best for a company
having large Brand Breadth.
Focus on Brand Values and mantra and associate
the same to all the product lines.
NIVEA leveraged the Brand Equity earned over
decades to gain more and more market
penetration.
Offer a huge category of products in order to cater
almost every need of market.
Products and Ads should reflect the local connect.
Thank You !!!
