1. Nivea Crème
First introduced in 1912, Nivea Crème became the staple product of Nivea
First crème to provide both skin care and protection, all at an affordable price
The name “Nivea” was chosen because the Latin word “nives” translates to “snow”, referring to the snow white color of the Nivea Crème
Ever since its release; Nivea has been used in millions of households across the world.

2. Terms Associated With Nivea
Affordability
Reliability
Protection
Feeling Good
Care
High Quality
Mildness

3. Secrets to Success Advertisement for Nivea began in 1912
Ads were simple, informative, and to the point
The overall theme of simplicity and making ads informative remained constant, but changes were implemented to reflect the style at the time
Nivea women were always something the average woman could identify with

4. Sources of Equity Strong brand image
Decades of success and praise from customers
High saliency
Strong foundation
Umbrella company with many sub-brands

5. New Strategy & Growth in 2 Steps
1. “Strebghen Established Nivea Brand”  In Response to competition Nive altwered Distribution and publicty for Nivea Crème.
“Nivea, The crème de la crème” (1971)
“Only Me” Meet all Skin Needs (2x1)

6. 2. “Brand Extension Through New Product Lines and Product Categories.
Use Nivea Crème reputation to transfer equity.
Skin Crème Company
Skin Care Company

7. Nivea Sub- Brands NIVEA Nivea Deo Nivea Body Nivea Hair Care
Nivea for Men

8. New Horizons, New Issues
1922, 22% of Sales from Nivea Crème.
- Nivea: Crème Image Weakened by *Cannibalism * Market Saturation * Loss of core ID * Customer Confusion
“What is Nivea… again?”

9. Kunisch Philosophy & Reinvention of Nivea
Rolf Kunisch – New leader for Nivea’s Cosmed division ( 1990).
20 year experience at P&G.
Integrate Marketing Communication & Promotion
“What is Nivea?”  Market Research
- Traditional Family Values - Gentleness - Care
Matched 90’s Values – Opportunity!

10. Nivea then & Nivea Now Nivea Crème (PL) Nivea Deo (PC) Intro 1991
Effectiveness
“Mild care & natural freshness”
Global View
Portable – Convenient
Strong
Introduce 1911
Innovative
Simplicity + Care
German Perspective
Skin Care
“Blue Harmony Campaign”
Personal Care
Gentleness
Credible
2x1

11. Branding Strategy "Blue Bible”
Standardizing advertising formats, using "Blue Manifesto" (Nivea Crème's specific campaign) as the basis of campaigns
"Perfect Local Execution"

12. Traditional vs. Non-Traditional Marketing
Direct Marketing:
French Nivea - database more than one million customers
-Non-Traditional and Event Marketing:
Beach Ball
Nivea Club - establishes a brand resonance with customer loyalty and community
Event Marketing focuses on various sub-brands - beach events, double-decker bus, relaxation balls, Nivea shops in department stores (Germany)
Nivea.com - creates a focus on overall parent brand and global market

13. Current Brand Status, Opportunities, Questions
Introducing sub-brands with Nivea Crème as flagship product 
Relatively small market share of United States' skin care market
Brand Hierarchy
Sub-brand strategy or Umbrella Product?