Introduction 

Creating
brand
Conclusion experience
and
innovation 

Contents
Brand
Product mix 
design 

Promotion
mix and
Price mix 
target
market 
 INTRODUCTION
● About-company
○ As one of the leading company in the field of skin
care – with more than 130 years of experience’

● Objective of company
○ our products always cater for the needs of our
consumers, who place a great deal of faith in us.
Background:-

 It is a German personal care brand that specializes in skin and

body-care. It is owned by the Hamburg-based company
Beiersdorf Global AG. The company was founded on 28 March
1882, by Paul Carl Beiersdorf In 1890

 It was sold to Oscar Troplowitz. Troplowitz working with

Beiersdorf's associate, Dr Paul Gerson Unna, and the German
chemist Isaac Lifschütz, developed a new skin care cream. In
1900 and named as nivea.
CREATING BRAND EXPERIENCE

• NIVEA India aired their first commercial on

television in 2006.it focused on the blue NIVEA
cream tin and communicated the benefit of soft
innocent skin.

• In India the brand has a strong emotional

connect. It was remembered as a creme used and
recommended by mothers.

• NIVEA is a German skincare brand that has been

around for 100 years. NIVEA is one of the world’s
best known, largest, and leading skincare brands.
 INNOVATION
• NIVEA Face Wash, Milk Delights Moisturizing Honey, Dry

• NIVEA Total Face Clean Up

• NIVEA Skin Refining Scrub

• NIVEA Q10 Plus ANTI-WRINKLE With SPF 30 Day Care Cream

• NIVEA Crème

• NIVEA Soft, Light Moisturizing Cream

• NIVEA Original Care Lip Balm

• NIVEA Men Pure Impact Shower Gel

•
PRODUCT MIX
• Products are the backbone for Nivea. In order to come up with products,
once should understand about the market and what the market wants
from the company. This is what Nivea works upon. They do extensive
market research to understand what people want from Nivea. At its onset,
the company offered products for women but with time has diversified its
product portfolio to include men and women from all age-groups.
• This added to the success story of Nivea.
• Under Skin care, it has Nivea crème, Nivea body wash, Nivea Hand wash
and Nivea Baby creme.
• Under face care, it has Nivea Visage, Vital. Lip care and Nivea for men.
• Personal care includes Nivea Deo, Nivea bath care and hair care. This
explains the product strategy in the marketing mix of Nivea.
 PRICE MIX
• Nivea is an established brand with good growth opportunities in
emerging markets.
• It has placed a highly qualified team for market research and the
knowledge and understanding gained through it has helped in formatting
a suitable pricing policy
• it has targeted the middle- class section of a society to garner maximum
customers for its products
• The brand has kept its prices reasonable so as to cates to a larger audience
• Nivea needs to regularly review prices should a competitor enter the
market at the ' market growth ' point of the product life cycle to ensure
that its pricing remains competitive.
• under this strategy Nivea focus is to match the prices of the competitors
and focus on reducing the cost of operations to increase profitability.
 PROMOTION
Nivea generally selects promotional techniques that appeal to the taste of its target market
through range of mass media available and tv ads. The company arranges promotional
techniques to be consumer led through the line production

Traditional Medium: Print ads, news paper, and television

Digital medium : Online magazine known as FYI-FUN, Young and independent

Social Media : Presence on Face book and Instagram

 TARGET MARKET
Nivea is an aspirational brand and its basically target 18 to 35 years of ages,
Modern and who are socially developed men and women and Belonging to
higher socio economic classes
 BRAND DESIGN
1934 – 1949
Nivea Logo 1934
The initial Nivea logo, designed in 1934, featured a sharp and clean black logotype in the uppercase,
executed in a modern geometric sans-serif typeface, with neat straight contours and pointed angles
1949 – Today
Logo Nivea
The Nivea logo already features the angular type familiar from the current logo. The tops of two letters, “A”
and “N,” are higher than those of all the other glyphs. While there is a black-and-white logo,
2011 –Today
Nivea Logo
A roundel logo was added. Here, the word “Nivea” in the heritage type was placed inside a circle filled with
the familiar dark blue shade.
2021 – Today
Nivea logo
The redesign of 2021 hasn’t brought anything new to the Nivea visual identity, only refined and refreshed the
contours and the color palette of the iconic badge, making it look “younger” and adding some dynamics to
the overall composition
EVOLUTION OF NIVEA LOGO
KEY FACTORS BEHIND NIVEA’s SUCCESS

• PRODUCT AWARENESS
• POPULARITY
• ACCEPTANCE
 CONCLUSION

‘World’s No. 1 Skincare Brand’ Nivea is called with its old-school ingredients,
is a household name globally. It has already established its name in beauty
and skin-care products and is widely recognized. It has systematically
segmented its consumers, has positioned its products well and has been
marketing all its products in different ways. The value proposition which
they’ve developed with their consumers has made them happy, satisfied, and
loyal towards Nivea.
THANK YOU
PRESENTED BY :-

MUKESH
VIDYA
GAGAN
KARUNA
ANKUSH
MEHANAZ