NIVEA -

MANAGING THE LEGACY BRAND

LEGACY OF A 100 YEARS..

 Founded in 1911
 Parent Company – Beiersdorf AG, Germany is a 37,600cr MNC
 Present in more than 169 countries, market share of more than 30%
 Present in India for more than 30 years
 Has an equity of legacy brand of Nivea Cre’me
 Ranked No.1 in more than 200 cosmetic categories
NIVEA BRAND VALUES..

 Care
 Simplicity
 Courage
 Trust
BRAND DESIGN
 1911- Yellow Tin with green tendrils
 1925- Blue and White adopted brand element.
 Blue denotes sympathy, harmony, friendship and loyalty.
 White represents inner purity and external cleanliness.
 In India , Nivea was synonymous with skin cream, where all have memories of having blue tin at home.
BRAND EXPERIENCE AND INNOVATIONS
 The old Nivea videos ad campaign increased sales of Nivea crème by 143.2% and total sales by 121.8%.
 The “100 years better skincare for life”, global campaign, resonated the core values.
 Anushka Sharma’s crucial role and “Go Sleeveless” campaign pushed Nivea’s deo sales, Nivea won 8.7% share compared to 7.7%
 Nivea for Men (2007) rebranded as Nivea Men (2013)
 Nivea Men grooming tagline” It starts with you”, the brand promoted through Arjun Rampal and Chennai Super Kings. This repositioning
hoped to increase 6-7% of its exiting market share of 25%
 https://www.youtube.com/watch?v=-PAoQG3Kppk .
BRANDING INITIATIVES BY NIVEA

 “My Skin Moment” contest offered platform to meet Rihanna Live at Hamburg.
 In India, as part of “We care and connect” INDIA, Nivea supports education of children in Uttarakhand.
 Nivea was remembered “mother’s brand”, they rolled out many TVC’s featuring Mother’s and their kids
 28% is middle class out of which 3% is upper middle class and 14% is lower middle class
 More than 32% of the comfortable middle class and more than 23% of the upper middle class are located in rural
India.
 Launching a new sub brand of Nivea , called Nivea Trust, aimed at the lower middle class and the middle class.
 Providing sachet of their popular products like Nivea Cre’me to make them more affordable.
 Hair Care Products for women
 Using the emotional connect of Nivea, as my mother’s brand.