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Nivea
Nivea
TABLE OF CONTENT
INTRODUCTION
HISTORY
BCG MATRIX
IDENTYFYING CUSTOMERS
BLUE OCEAN
PORTER 5 PROCESS
INTRODUCTION
Nivea is a global skin and body care brand,
owned by the German company Beiersdorf.
The word NIVEA is derived from the Latin word
“nix, nivis” meaning snow.
In 1890, Dr. Oscar Troplowitz bought Paul C.
Beiersdorf’s Hamburg-based laboratory.
Professor Paul Gerson Unna, told Dr. about an
innovative emulsifying agent called Eucerit (the
ancient Greek word for beautiful wax).
Together, they developed the world’s first stable
oil-and-water-based cream that was suitable for
mass production in 1911 and called it NIVEA.
Available in over 200 countries.
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.
• 1950: Begins to expand its product
portfolio beyond the iconic NIVEA
Crème into lotions,Sun care.
• 1991: NIVEA Visage launches in the
UK.
CONTD.
• 1992: Until 2000, NIVEA body, Soft, Hand,
For Men, and Lip care all launch in the UK.
• 2002: NIVEA Deodorant launches in the
UK.
• 2006: 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.
MISSION STATEMENT
20
15
10
0
2013 2014 2015 2016
60
50
40
30
20
10
0
2013 2014 2015 2016
HUL L'OREAL HIMALAYA J&J P&G NIVEA PIRAMAL ENTERPRISE
MEN-% COMPANY VALUE SHARE
Chart Title
30
24.4 24.1
25 22.9 22.2
20
15
9.3
10 7.9 7.8 7.7
5 1.9 2.2 2.3
1.5
0
2013 2014 2015 2016
HUL GILLETTE NIVEA
NIVEA INDIA % VALUE SHARE
Chart Title
10.3 10
9.3
7.5
QUESTION-
STARS
MARK
1.5
GA
1 RNI
ER
0.5
0
Variety Quality Image Design
LOW:
• Beiersdorf as a big
HIGH: SUPPLIER
company
• Consistent POWER
innovation/
• No uniqueness of
entries in suppliers
the cosmetic • Ability to produce on
market their own
THREAT OF THREAT OF
COMPETITIVE
NEW SUBSTITUTE
RIVALRY
PRODUCTS PRODUCTS
HIGH: HIGH:
• Attraction of • Strong competition
various types of • Substitutes existing
consumers BUYER
POWER
• Price
sensitiveness
SEGMENTATION
Demographics Geographic
Psychographics Behavioral
WOMEN MEN
Age 18-25 26-32 33 & above 18-25 26-32 33 & above
INCOME LOW MEDIUM HIGH LOW MEDIUM HIGH
LIFESTYLE MEDIUM HIGH HIGH MEDIUM HIGH HIGH
PRICE HIGH MEDIUM LOW HIGH MEDIUM LOW
SENSITIVITY
POSITONING High
price
Low High
quality quality
Low
price
POSITONING
High
variety
Bad Good
design design
Low
variety
SWOT ANALYSIS
BRAND EQUITY
BRAND EXTENSION
PRICING STRATEGIES
Promotional Strategies
• Nivea continuously changes its core values with constant product innovation
• The first brand to bring skincare product from the priviledged elite to the mass market.
• Its initial product offering nivea cream was created by a team of dermatologists in 1911
who claimed it was the world first long lasting cream.
• The core values of nivea like trust care, family, quality & honesty are what defined nivea
for 100 years.
ALTERNATIVE DECISION STRATEGY
CONCLUSIONS
LEARNINGS
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