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7/29/2019 Presentation on Managing Umbrella Marketing, Raj Sekhar & Team - Alliance Business School , Group 5 , Product and Brand Management
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Presented By- Group 5Samik Roy
Gitanjali KahalyAnirudh Takkar
Rohan Shinde
Sunil Shetty
Raj Sekhar
Queen of Mega
Brands - Nivea
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Niveas Earliest Product
Portfolio
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In many countries consumers are convincedthat Nivea is a local brand, a mistake whichBeiersdorf, the German makers, takes as acompliment
1) INTRODUCTION
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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
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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
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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.
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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
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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
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THE NIVEA UNIVERSE
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Local-Global Strategy
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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
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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
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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
THE GLOBAL-LOCAL STRATEGY
CONT
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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.
THE GLOBAL-LOCAL STRATEGY
CONT
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BRAND MANAGEMENT
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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
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Effect of this issue was on shareprice
Investors favorite
Couldnt invest on advt.
BRAND MANAGEMENT
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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
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Key approaches that Nivea could adopt togrow
Market Penetration
New ProductDevelopment
Market Development
Diversification
RECOMMENDATIONS & DISCUSSION
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1) Mental Map
7) CONNECTING THE DOTS
Nivea
Blue &White
Trustworthy, reliable
CareProtection
,
Pure
Forfamily,multi-
purpose
Aesthetic
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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
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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
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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
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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,
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Timeless, Ageless, motherhood &happy family, honesty &trustworthiness and productbenefits of mildness and quality.
CORE BRAND VALUES- Nivea
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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