question

Parent Brand

answer

Beiersdorf's (BDF) Cosmed division

question

Nivea

answer

largest cosmetics brand in the world

question

1997 launch of ____

answer

Nivea Beaute, and the aggressive expansion of Nivea for men

question

Scientific Breakthrough

answer

Q10-an anti aging coenzyme- that became an unqulaified success and was included in a number of sub-brand products

question

Sales in Beiersdorfs Cosmed division (primarily driven by Nivea)

answer

grew from 1.4 million in 1995 to 3.8 billion in 2005. Beiersdorfs share price grew from $25.69 to 85.6 in 2004 after peaking at $127.50 in 2001

question

challenge

answer

managing growth while preserving the established brand equity

question

from the 1970's to the 1980's

answer

Nivea Creme, Milk, soap sun- extended to a full range of skin care and personal care produces

question

in planning new product development

answer

cosemed management sought to ensure that the Nivea brand met the market needs while also remaining true to the heritage of of Nivea, as exemplified by flagship moisturizer product Nivea cream

question

Nivea's marketing plan in the 1990's and 2000's

answer

followed a "sub brand strategy" where individual sub-brands received budged allocation for independent marketing communications activities

question

Nivea Creme first introduced

answer

into the German market in 1912

question

Nivea Cremes unique wate-in-oil emulsion

answer

was the first creme to offer both skin care and protection at a reasonable price

question

Nivea Name

answer

came from Latin word nives, "snow"-reflecting the color

question

Worlds first

answer

multi purpose, universal skin cream

question

introduced through out Europe in

answer

1912

question

introduced in the U.S. in

answer

1922

question

introduced in south America and other parts of the world in

answer

1926

question

# of products introduced under the Nivea brand name between 1911 and 1970

answer

over 48

question

as BDF expanded its range of product offerings it maintained a _____

answer

"mono-product" philosophy- typically offering one multi purpose product in each skin care market segment and category it entered

question

nivea creme blue tin with white lettering was standardized in

answer

1925

question

in addition to nivea creme the brands other primary products included

answer

body soap and powder and two sun care products- tanning lotion and oil

question

nivea brand identity

answer

"caretaker" of the skin

question

set of brand associations:

answer

"Care" "mildness" "reliability" "gentleness" "protection" "high quality" "feeling good" "reasonably priced"

question

1960s

answer

Nivea creme could be found in almost every German household and in the majority of households across Europe and was the dominant multi-purpose skin creme worldwide

question

1912

answer

BDF first began advertising nivea products primarily nivea creme (for over 60 years nivea advertising promoted the basic themes of skin care protection)

question

1910's and 1920's

answer

BDF advertised three main nivea products-creme soap and powder. early ad's established women as clean, fresh, and natural

question

1920s ads

answer

german women were more active so nivea ads showed women in outdoorsy settings

question

1930s ads

answer

when tanning was instyle the skin protective qualities of of nivea creme and the introduction of new product nivea oil for sunburn were higlighted

question

1950s ads

answer

following end of WW2 ads reflected populations desire to enjoy life

question

Nivea cremes first 50 years

answer

the marketplace for multipurpose creme grew steadily

question

1970

answer

Nivea held over 35% of the the multi purpose creme market in Germany and majority market share in Europe

question

late 1960s early 1970s competition

answer

first strong competition in 60 years: Henkel-Khasana, small German toiletries company--launched Creme 21, in 1972 (direct copy) at the same time Ponds and other brands were launching copies

question

competition & Nivea's "older" brand image

answer

in recognition of this Nivea developed a "two-prong" strategy 1)BDF sought to stabalize the strong historical market position of Nivea Creme 2)the company sought to exploit the strength of Nivea Creme by transferring the goodwill it had created for the Nivea brand to other product classes

question

1971 aggressive marketing campaign

answer

"Nivea la creme de la creme" a series of seven ads were developed around the slogan. after 2 years the new campaign "only me"

question

Company's long term objective

answer

to evolve Nivea from a skin creme brand in to a skin care brand by providing a range on new products that would both complement Nivea Creme and broaden the meaning of the Nivea brand name

question

"Nivea Universe"

answer

center-Nivea Creme Nivea products satellite sub-brands would function around this center

question

the company had a "mono-product" philosophy

answer

meaning that there would be only one product promising consumers universal application in each product category

question

Set of guidelines that any possible new products had to satisfy

answer

1meet a basic need: clean and/or protect 2 offer the special care/mildness benefit of Nivea creme 3 be dimple and uncomplicated 4 not offer to solve o a specific problem 5 maintain a leading position in terms of quality 6 offer the product at a reasonable price so the consumer perceives a balanced cost- benefit relationship 7 offer the broadest possible distribution

question

22%

answer

in 1992 Nive creme accounted for only 22% of total Nivea sales

question

Niveas highest percentage market penetration was in

answer

Belgium, Switzerland, and Austria. Germany- the largest skin and personal care market in the world- remained BDF's largest volume market

question

Dr. Rolf Kunish

answer

CEO of BDF's board in 1994 helped define Nivea's brand philosophy

question

Nivea Visage

answer

considered the primary sub-brand to upgrade Nivea's image in the 1990's

question

BDF brands

answer

8x4 deodorant and bath products, Labello lip balm, and Atrix lotion. in total these brands represented 40% of cosemed sales in 1991

question

Cosmed's ad agency

answer

TBWA

question

AD guidelines

answer

using common emotion in all ads, a uniform Nivea logo, consistent lettering and typeface, real, inspirational people in the ads, and understandable copy about the product

question

2005

answer

nivea brand portfolio had grown from 6 product groups in 1993 to 15

question

Nivea Creme (skin care)

answer

1st product, introduced in 1911,1st stabel warwe-in-oil emulsion in the world. blue tins introduced in 1926 (original was pale yellow with blue print and red and blue art design in center)

question

Blue harmony campagin

answer

introduced in jan 1992 series of tv and print ads highlighting nivea creme

question

Nivea Soft (skin care)

answer

introduced in europe in 1994, lighter than the creme, in 2001 it was #2 in product category throughout most of europe. available in multiple sizes

question

Nivea Visage (skin care)

answer

In 1982 Cosmed introduced first set of face care products 1987-beauty fluid-liquid moisturizer introduced 1989-day and night creme introduced 1991-ANTI AGE

question

1996

answer

nivea passes L'oreal to become number 1 face care brand in europe with 18% market share comapatred to 13% for loreal ALSO intorduces Q10 the coenzyme used in antiaging

question

q10

answer

products represent 1/4 of the Visage line sales became the number one face care brand in the world with 13% global share in 2000

question

Nivea Vital (skin care)

answer

introduced in 1994 intoroduced to address skin care needs of women over 50

question

Nivea Body (skin care)

answer

smallest product groups consisted of Nivea milk and Nivea lotion in 2004 the global body care market hit $8.7 billion

question

Nivea for Men (skin care)

answer

introduced in 1980, alcohol cleanser and moisturizer after shave introduced q10 formula to men via face and eye cream held 17% global market share in 2006

question

Nivea Sun (skin care)

answer

1930s but in the 1970s it was developed as an independent sub-brand has unique logo oil, cremes, lotions 1999 sun spray line that was green when first applied 2000-self tanner with q10

question

Nivea Baby (skin care)

answer

introduced to central europe in the 1970s 1996 total relaunch 2005-toodies-all purpose wipe developed 2005-shampoo soap, etc, complete baby care line produced

question

Nivea Hand (skin care)

answer

launched in 1998

question

Nivea Lip (skin care)

answer

introduced in 1902 four areas: 1 essential care 2 beauty care 3 sophisticated care 4 performance care

question

Nivea Deo (personal care)

answer

1991-deodorant included roll on, aerosol, pumo spray, and creme produces 1995-sensitive and mens introduced 2000 wipes introduced 2001 spray deodarnt 2004-24 hour antipersperant

question

Nivea Beaute (personal care)

answer

2nd biggest brand launch after Q10 brand color cosmetics

question

Nivea bath care

answer

1st sub brand developed primarily for personal care 1993-shower milk 1995-milk bar 1997 aroma bath care 1997- shampoo and conditioner for kids

question

Nivea Hair care

answer

first hair product launched in 1991 1996 all new hair and styling line1997- by end of year products sold $18 million 1999- for men 2000-for color treated hair

question

Nivea Intimate care

answer

2004-feminie wipes and lotions only launched in italy

question

mid 1990s standardizing adveritsing

answer

"blue manifesto" campaign for nivea creme

question

Cosemed Agencies

answer

FCB and TBWA

question

Blue Bible

answer

for internal company use. contianed basic info about brand identity, vision, mission, sucssess factors, etc. Also for product packaging, marketing, communciation, etc.

question

direct marketing

answer

initiated in 1995 primiarily for Vital and Visage brands

question

non traditional marketing

answer

blue beach ball distributed, Nivea Club in Austria in 1995, partnered with hospitals to make care packages for mothers in maternity wards

question

Event marketing

answer

beach evemts, childerns sailing programs, school education programs about safe sunbathing, double decker buses to concerts, mental relaxation balls (hand creme), nivea shops in stores

question

Nivea.com

answer

each sub brand also has a website, sweepstakes, chatrooms, promotions, product details, etc.

question

research in development

answer

in 2004 beiersdorf spent 38 million on its new and improved research development center and employed over 650 scientists

question

geographic growth opp.

answer

in 2001 emerging markets represented 86% of the worlds pop but only 23% of the the worlds cosmetic sales, this shows predicted international growth without fierce competition

question

by 2005

answer

Nivea was leading a international skin care company and voted the most trusted brand in Germany (took on sub-brand strategy that year too)

Case Study: Nivea – Flashcards

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards