Nivea Case Study BY ANKUR KUMAR SRIVASTAVA

A CASE STUD

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BRAND HISTORY

What were the key steps in maintaining Nivea's leading position in the global facial market?

• Nivea applies the

principle of point of difference.• Nivea continuously

changes its core values with constant product innovation.• Nivea focuses heavily

on research and comes out with new products to cater the needs of the consumer.

Direct marketing• Periodic

emailing to more than one million user database.

Non Traditional Marketing

• Blue Santa Claus giving gifts on Christmas.• Nivea’s beach balls

EVENT MARKETING

WHAT IS NIVEAS’STRATEGY IN RESPECTING CULTURAL DIVERSITY WHILE PURSUING GLOBAL BRAND STRATEGY?

• Nivea adapts

marketing products locally for example Fairness Creams in South Asia.

DISCUSS NIVEAS’FUTURE...

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WHAT SHOULD BEIERDORF DO NEXT WITH ITS PRODUCT LINE???

WHERE IS THE FUTURE GROWTH FOR THE BRAND???

NIVEACLOTHES

NIVEA SPA AND

SALOON

NIVEAFOOTWEA

R

NIVEA FASHION SHOWS

NIVEA SPORTS

NIVEA ACCESSORIE

S

SUMMARY

DISCLAIMER

Created by:-ANKUR KUMAR SRIVASTAVABIT SINDRI during a marketing internship.

Guided by:-Prof. Sameer MathurIIM Lucknow