nivea presentation

NIVEA’s marketing strategy and the campaign „Beauty

is...“

Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010� 2�

Executive Summary

This presentation was commissioned to examine a marketing strategy of a company and furthermore to choose a campaign which the company launched and their promotion activities for this campaign.

The research “pays attention to the fact that the company NIVEA developed their marketing strategies based on product expansion and geographically expansion. The product expansion helped NIVEA to reach every customer segment in every age stage of their live cycle and respond to their personal needs. This is proved that they developed over 500 different products. Moreover the geographically expansion helped NIVEA to become recognized all over the world, and reached consumers in different markets with mostly similar needs all around the world. NIVEA rather focuses on similarities instead of differences, because everybody around the world has a skin with common needs and preferences.

NIVEA’s campaign “Beauty is…” which was launched all around the world, further helped NIVEA to strengthen the image, and to become more connected to the consumers and better respond to their needs and wishes. The “Beauty is”…” campaign was promoted by below and above the line promotions, which helped NIVEA to create high brand awareness.

The presentation concludes with different principles for marketers, which were derived form the presentation and that should help companies to build brand equity and a brand image.

It is recommended for a company to think of every single principle and use it in their marketing processes, and that they should develop promotions that integrate the consumers to create better values for them and create a brand loyalty.


Overview

1.  Company Information 2. Marketing Strategy 3.  Campaign: “Beauty is...“ 4.  Promotion Activities – „Beauty is...“

campaign 5. Marketing Principles 6. Questions 7.  References


1. Company Information


1. Company Information

IMAGE

Resonalbe prices

Good quality Environmental

friendly


2. Marketing Strategy

Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010�10�




.


3. Campaign: “Beauty is...“



LinkVideo


4. Promotion Activities - „Beauty is...“campaign

45 second image spots in TV (for example people form all over the world were shown to reflect the diversity of the countries, by ethnic, and age group)

Print ads in magazines (where consumer could see, interpersonal relationships between people, and statements such as “beauty is love, beauty is a moment, beauty is care…”.

20.000 city light posters in about 85 countries (used to develop a better uniformity of the NIVEA brand (Rousseau, 2007, The campaign was translated into different languages, because it was shown world wide, and NIVEA wanted to create a common understanding

Above the line



Internet project: where consumers could enter the homepage of NIVEA, and share with everybody around the world the experiences with beauty, and what it means for them. Here also the worldwide dialogue, and the connection between NIVEA and the consumers was really high.

Point of Sales Promotion (were consumers can directly see the images when they are purchasing the products (Rousseau, 2007) Those were shown in the shop-in-shops and salespersons who where giving postcards as a gift away (Rousseau, 2007)

Below the line



Link Video


5. Marketing Principles

Principle of understanding and Principle of satisfying consumers needs: fully understand the customers’ needs in order to be innovative and create new products and within that satisfy the needs for your customers

Principle of recognition and awareness: a company should have positive associations which the consumer can recognize and recall, and expand within their product lines and geographically to become globally known

Principle of response: a company has create an awareness and image in consumer’s mind, which will lead to a response to the brand in a positive way (buy it or recommend it)

Principle of points-of-difference: for example as NIVEA did with its campaign “beauty is…” they created points of difference, which consumers could not find at competitors’ products and competitors were not able to create such p-o-d’s



Principle of personal selling: a company should directly communicate with their customers for example with shop-in-shop system, to get knowledge and consumer insights about them (supports the principle of understanding and satisfying)

Principle of superior quality: To deliver the best quality and value to the consumers, companies should heavily invest in market research, and integrate consumers in their research and developing process

Principle of competitive advantage: Differentiation is another point with should be considered, and to create a competitive advantage over competitor companies’ need to invest a lot in their marketing, and product development

Principle of cultural differences: To create a strong brand and brand equity, marketers of a company should take into account the differences of consumers around the world, and integrate that into the marketing plan



Principle of customer relationships: a company should treat every consumer the same, and respond to their local needs and want, while sustaining an overall unique image.

Principle of competitors: A company should always look and analyze the competitors marketing strategies campaigns and new products launches/developments

Principle of focusing: To focus on your core values and always tracking on your marketing strategies companies need control and monitor everything they do, and checking the market share, do see if the make profits or losses, and based on that respond in a correct way

Principle of promotion: This should include above the line promotions and below the line promotions to reach consumers via al lot of different channels. Below the line includes ensuring recall of the brand and showing features to the consumers, and above the line promotions promotes the brand via mass media

Principle of core values: A company should always focus on the core values in every step they make. Those core values should be included in every campaign and marketing activity the company does


6. Questions

Thank you, for your attention!!

If you have any question, feel free to ask,

or read my summary


7. References

References:

Beiersdorf Homepage (2010) Homepage (Online) available at: www.beiersdorf.com (accessed at: 28/10/2010)

Beiersdorf Hompepage (20010 The Beiersdorf Group – Annual Press Conference Brands – 2007 (Online) available at: http://www.beiersdorf.com/Press_Media_Relations/Press_Releases/2007-03-28%20The%20Beiersdorf%20Group%20%E2%80%93%20Annual%20Press%20Con.html (accessed at: 28/10/2010)

Bird, 2007 “Beiersdorf launches global brand campaign for Nivea“ (Online) available at: http://www.cosmeticsdesign-europe.com/Products-Markets/Beiersdorf-launches-global-brand-campaign-for-Nivea, accessed at 10/28/2010

CMD global, 2008 “Smoothly does it“, CMD Global (Online) available at: http://www.cmdglobal.com/analysis/brand_experts/Nivea/Smoothly/does/itople.html (accesses at 29/10/2010)

Euromonitor (2007) Beiersdorf AG - Cosmetics and Toiletries – World Euromonitor (Online) available at: www.euromonitor.com/pdf/C&T-BEIERSDORF.pdf (accessed at: 28/10/2010)


7. References

Fasse (2009) „NIVEA“ Word Document (Online) available at: http://www.niveapolska.pl/GetFile.ashx?id=522 (accessed at: 27/10/2010)

L’Oréal (2010) Homepage (Online) available at: www.loreal.com (accessed at: 29/10/2010)

NIVEA Homepage (2010) Homepage (Online) available at: www.nivea.com (accessed at: 28/10/2010)

NIVEA Annual Report, (2007) “Annual Report 2007”, (Online) available at: http://annualreport.beiersdorf.com/2007/en/executive-board-strategy/we-are-close-to-pe (accessed at: 29/10/2010)

Quass, T., B. (2006) „Report to the Annual General Meeting of Beiersdorf AG“, (Online) available at: www.beiersdorf.com/GetFile.ashx?id=68 (accessed at: 27/10/2010)

Reader’s Digest. „Trusted Brands“ http://www.rdtrustedbrands.com/trusted-brands/results/brands.shtml, 2010

Rousseau, M. (2007) “Beauty is…” Homepage Beiersdorf, (Online) available at: http://www.beiersdorf.com/Press_Media_Relations/Press_Releases/2007-08-27%20Beauty%20is.html (accessed at 29/10/2010)

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