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1. Amiya Kumar 10EX-003 Mehul J. Sudra 10EX-025

2. Nivea “SNOW WHITE” Type Personal care Owner Beiersdorf AG (BDF) Country Germany(1911)

3. NIVEA story 1912 Introduced Crème in Europe 1922 In US and South America 1951 Introduce first deodorizing soap 1963 NIVEA milk-"for all-over body care" 1973 "Only Me" NIVEA ad campaign

4. NIVEA story… 1982 Internationalization of Brand 1992 NIVEA's BLUE HARMONY ad 2008 Launches -Nivea lip care 2010 Launches - Nivea Happiness Sensation

5. What is a Brand ? ? ? ?

6. NIVEA mental map Scent/Feel Heritage Simple Care For Family Protection Pure Trustworthy/ Reliable Mildness Multipurpose Gentleness Blue/ White

7. NIVEA CBBE Pyramid

8. A brand “NIVEA” is not just . . . An Ad A Logo A Jingle A Symbol A Spokesperson A Product A Slogan A Name

9. A brand “NIVEA” is … all of the PROMISES and PERCEPTIONS. NIVEA wants its market to feel and believe about its product and service offerings

11. Subbrands

12. Linchpin brands

13. Benefit brands

14. Silver bullets brands

15. Co-brands

17. Logo

18. Brand hierarchy trees

19. Visual presentation

20. Brand rangeOptimal allocation of brand building resources Synergy in creating: visibility, efficiency Powerful brands Clarity of offering Platforms for future growth options

22. Marketing Investment Efficiency

23. Strengthened Customer relationships

26. Bases: product associates, ingredient, attribute, application, user, expertise, designer image.

27. The brand name alone should help customers articulate why the offering is superior to other brands.

29. Brand hierarchy trees Many more, with JND, gives Clarity of offering

30. Nivea Brand Portfolio by 1998…

31. LOGO One of the simplest logo ever seen. This logo says all the things it wanted to say to its customers. The logo gives the feel of freshness and beauty and displays the brand uniqueness in the market as well.

32. Question marks Stars ? ? ? ? Dogs 10x 4x 2x 1.5x 1x .5x .4x .3x .2x .1x Relative Market Share The BCG’s Growth-Share Matrix of NIVEA(umbrella brand) 20%- 18%- 16%- 14%- 12%- 10%- 8%- 6%- 4%- 2%- 0 Market Growth Rate Cash cow

33. Question marks Stars ? ? ? ? Dogs Cash cow 10x 4x 2x 1.5x 1x .5x .4x .3x .2x .1x Relative Market Share The BCG’s Growth-Share Matrix of Sub Brands 20%- 18%- 16%- 14%- 12%- 10%- 8%- 6%- 4%- 2%- 0 Market Growth Rate

34. Brand Category Strategic Brand: A brand that is projected to reap future sales and profits. NIVEA Crème, NIVEA Deo, NIVEA for Men Linchpin Brand: A brand that holds the entire organization together. It is a number one brand that indirectly influences a business area providing a strong base for customer loyalty. NIVEA Crème Silver Bullet Brand: A brand or sub-brand that positively influences the image of another brand. NIVEA Baby, NIVEA for Men

35. Brand Category… Cash Cow Brands: Brands with significant customer bases that require less attention than other brands. The total sales may be on a decline, yet there are a group of hard-core loyal customers who do not leave the brand. The role of a cash cow brand is to generate resources that can be invested in other brands for future growth. Nivea Crème is one such example of a brand that has been extended to other skin-related products to provide resources for other brands by banking on its customer base.

36. Brand Health A global brand with a wide range of products catering to the full spectrum of consumer segments Widely recognized and respected brand, which it leveraged across a range of sub-brands Nurtured its existing sub-brands and moved into additional market segments by adding new sub-brands Sub-brand experienced sales growth and gained market share

37. Marketing Strategy Internationalize sub-brands by creating a universal name. NIVEA logo for all packaging. Adopted separate ad campaigns for each sub-brands, but a common message of quality and care exist in all ad. Implemented IMC by “Blue Bible” philosophy Same message in all the market

38. Marketing Strategy Direct Marketing :- Periodic mailings to more than one million database Non-Traditional Marketing :- NIVEA beach ball @ European beaches each summer Blue Santa Clause giving NIVEA cream in Germany Event Marketing :- Sponsored beauty contests in diverse market, Poland, UK & Thailand

39. New Market Rollout NIVEA Crème NIVEA Body NIVEA Visage NIVEA Deo Other Sub brands

40. Current Stories BDF reveals travel retail strategy for Nivea brand :- Introduce over 65 products and a variety of exclusive travel sets to be sold on airplanes, in airports, and on ferries and cruise lines. “With this selection of Nivea products, we’ll be able to meet the demands of previously underserved needs and price segments , and we see great potential for attracting new buyers to our stores.” ~ InkenMenck, director of purchasing for perfumes and cosmetics 26-Oct-2010 ~ Deodorant sales grow worldwide :- A number of launches in the deodorant category helped to boost sales globally by 10 per cent during the nine month period ~09-Nov-2010~ Courtesy :- www.cosmeticsdesign.com