presentation on managing umbrella marketing, raj sekhar & team - alliance business school , group 5...

7/29/2019 Presentation on Managing Umbrella Marketing, Raj Sekhar & Team - Alliance Business School , Group 5 , Product and Brand Management

1/29

Presented By- Group 5Samik Roy

Gitanjali KahalyAnirudh Takkar

Rohan Shinde

Sunil Shetty

Raj Sekhar

Queen of Mega

Brands - Nivea


2/29

Niveas Earliest Product

Portfolio


3/29

In many countries consumers are convincedthat Nivea is a local brand, a mistake whichBeiersdorf, the German makers, takes as acompliment

1) INTRODUCTION


4/29

Beiersdorf is a well known brand in Germany in early 1990

In the year 1912, the company developed their first skinbased cream.

Skin creams were previously made of animal & vegetable

fats The name Nivea is based on the latin word nivius

(meaning snow-white)

A whole new packaginga blue tin with Nivea Crmewtitten

In 1930They extended their product categories Second world War brought a series of problem for Nivea.

ORIGIN & EVOLUTION


5/29


6/29

Emotional bond between customer andbrand

NIVEAs blue color

White color

NIVEA had an aura of an honest brand

NIVEAs Brand Values

2) MARKETING GAME PLAN


7/29

NIVEA more than a skin care product

Sporting, fashion and other lifestyle eventsgave NIVEA a long lasting appeal

Pillars of the brand

Sales growthfrom 19878.8% to 1999 -17.5%

Marketing Game Plan Cont.


8/29


9/29

Idea was to cash in on Niveas strongbrand equity.

Nivea For Men aftershave

Decision to expand was influenced byincrease in competition

Nivea Body & Nivea Soft

300 products in 14 categories

3) INNOVATIONS & BRAND EXTENSIONS


10/29

New products had to be based onqualities of Nivea and had to offerbenefits consistent with the mother

brand(Skin care products). Then only was a new product tested for its

ability to meet consumer needs andbecome a market leader.

Niveas Brand Personality: Trustworthy,Honest and Reliable.

INNOVATIONS AND BRAND

EXTENSIONS CONTINUED


11/29

THE NIVEA UNIVERSE


12/29

Local-Global Strategy


13/29

From 1910 onwards made available in Europe From 1920 onwards made available in US. Creams acceptance world wide and Beiersdorfs

focus focus on global expansion. Different packaging and different advertising

support to meet the needs of customers fromother countries.

In 1980s Beiersdorf took a conscious decision toglobalize appeal of Nivea to achieve a common

platform for the brand on a global scale. It would offer wide variety of products by

decentralizing product development andmarketing efforts from German market, andreduce cost.

4) THE GLOBAL-LOCAL

STRATEGY


14/29

Beiersdorf went about achieving the goalby :-

i. By changing the way how employees indifferent country looked at the brand.

ii. Niveas core values, the brandphilosophy, as well as companys futureplans were informed to employees.

iii. Made to appreciate that a truly globalbrand had enormous power overcustomers in local markets.

THE GLOBAL-LOCAL STRATEGY

CONT


15/29

IV. Strategies formulated by internationalexperts with local expertise.

V. Products for all market + Internationaladvertising campaigns + Strategyexecution to local partners.

VI. Maintained brand consistency by havingblue & white imagery along with similar

pricing and advertising strategies.VII. Guidelines were stipulated for 4Ps. Eg. Ad

is about skin care, communicated visuallyand verbally by being unpretentious and

human


CONT


16/29

viii. Local issues kept in mind for ads eg. InMiddle east :- outdoor media to be costeffective, and advertised skin care

without showing skin.ix. Communication strategy localized to

meet local needs of different customersegments. Eg. Nivea for men targeted for

gay men.


CONT


17/29

BRAND MANAGEMENT


18/29

Battle between Beiersdorf and othercompanies since 1900

Major interested companies are allianz, P

& G, LOrel, and Tchibo

Later major companies like Henkel andunilever tried acquiring Beiersdorf

Because of this this issues Deutsche borsedenied Beiersdorfs request to enter DAXindex

5) BEIERSDORF OWNERSHIP

ISSUE


19/29

Effect of this issue was on shareprice

Investors favorite

Couldnt invest on advt.

BRAND MANAGEMENT


20/29

When compared to Brand Nivea,Biersdorf as a Brand has negligibleequity.

In all these years Nivea has made NiveaBrand synonymous to skin care

Nivea must carry on propagating thereFamily Brand through Umbrella Ads so asto maximize upon the strong Brand Equity

earned over decades.

6) CONCLUSION


21/29

Key approaches that Nivea could adopt togrow

Market Penetration

New ProductDevelopment

Market Development

Diversification

RECOMMENDATIONS & DISCUSSION


22/29


23/29

1) Mental Map

7) CONNECTING THE DOTS

Nivea

Blue &White

Trustworthy, reliable

CareProtection

,

Pure

Forfamily,multi-

purpose

Aesthetic


24/29

The brand has derived its name from the Latinword, Nivius meaning "Snow White".

NIVEAs visual identity: World-famous blue andwhite color combination

NIVEA blue - is not just any old blue, but IvocartNIVEA Blue B 65711 A special color mixed

exclusively for NIVEA in a complex developmentprocess

Blue = sympathy, harmony, friendship and loyalty.

White = external cleanliness as well as inner purit

Blue and White = ideal for honest and appealing brand NIVEA.

BRAND ELEMENTS : NAME &LOGO


25/29

Beiersdorf NIVEA

Skin care

NIVEACreme

NIVEA body

NIVEA Hand

NIVEA Sun

NIVEA baby

Face Care

NIVEA forVisage

NIVEA forVital

NIVEA forBeauty

NIVEA formen

Cosmetic NIVEA DeoNIVEA Bath

careNIVEA Hair

care

BRAND CATEGORIES


26/29

Philips and Nivea in 1998smoothest ,carefor and refreshes skin.

Skin electric razor + NIVEA for men

LEVERAGING OF SECONDARY

ASSOCIATIONS

CBBE M d l Ni B d


27/29

Judgments Feelings

Performance Imagery

Salience

Resonance

CBBE Model : Nivea BrandCommitment: Continuous use inwinter; No Brand Switching

Wide range of products, Reliable,Consistent,

Freshness, Good , Satisfied, Soft,Sophistication

ring & Protective, High Cost,ractive Packaging, Pleasantgrance, High Quality, Mild, Gentle,ooth, knowledge about its multiplections

Blue tin & white logo, Used in wintersince childhood, For dry skin, Sincere,Sophisticated, Targeted to males &females of age under 40 yrs

Various products and purposes,


28/29

Timeless, Ageless, motherhood &happy family, honesty &trustworthiness and productbenefits of mildness and quality.

CORE BRAND VALUES- Nivea


29/29

Relating to Discussion on Q.1

Niveas brand image

Niveas sources of equity

Variation of brand image and equity across productclass

Discussion on Q.2

Pros and cons of various options with Biersdorf

Corporate Branding Vs Umbrella Branding

Role of advertising

Discussion on Q.3

Recommendations for Niveas future marketingprogram.

QUESTIONS FOR DISSCUSSION

presentation on managing umbrella marketing, raj sekhar & team - alliance business school , group 5...

Documents