can cihan nivea

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NIVEA ADVERTISEMENT HISTORY

1 Executive Summary

This report looked at the history of Nivea and the way its advertising. Another mainpoint of this report is that it has a SWOT Analyze which aimed that to show someways of improvements for the brand.

It can be seen that Nivea has a good relationship with its women however it has alack of men consumers. Similar to this its logo looking so old for the modern life.

To concluded even if the brand is one of the most popular company in skin caresector in the world it has some weaknesses. To eliminate these weaknesses it canbe used the strategy which is called Rebranding.

2 Contents Page

Contents1 Executive Summary ......................................................................................................... 12 Contents Page ................................................................................................................. 13 Introductions .................................................................................................................... 24 Review of relevant theory ................................................................................................ 2

4.1 SWOT ....................................................................................................................... 24.1.1 Strengths and Weaknesses .............................................................................. 34.1.2 Opportunities in Rebranding .............................................................................. 3

5 Analysis / Discussion ....................................................................................................... 35.1 Nivea ........................................................................................................................ 3

5.1.1 1912 .................................................................................................................. 35.1.2 1920 .................................................................................................................. 35.1.3 1924 .................................................................................................................. 45.1.4 1933 .................................................................................................................. 45.1.5 1937 .................................................................................................................. 45.1.6 1965 .................................................................................................................. 45.1.7 1970 .................................................................................................................. 45.1.8 1971 .................................................................................................................. 45.1.9 1988 .................................................................................................................. 55.1.10 1992 .................................................................................................................. 55.1.11 1997 .................................................................................................................. 55.1.12 2007 .................................................................................................................. 5

6 Conclusions ..................................................................................................................... 57 Recommendations ........................................................................................................... 5


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8 List of References ............................................................................................................ 6

3 Introductions

The purpose of this report is understanding that how Nivea reflects historicaldevelopments, analyze the brand by use of SWOT Analyze and giving somerecommendation based on the analyzes for the future.

4 Review of relevant theory

4.1 SWOT

A swot analysis is a structured approach to evaluating the strategic position of abusiness by identifying its strengths, weaknesses, opportunities and threats. Itprovides a simple method of synthesizing the result of the marketing audit. Internalstrengths and weaknesses are summarized as they relate to external opportunitiesand threats(Jobber, 2010).

The main aim of SWOT analysis is to turn the weaknesses into strengths and threatsinto opportunities.

Strenghts Weaknesses

Well known logo

Simple effective design Focuses purely on women

Old fashioned looking logo

Opportunities Threats

Increase sales

Reach out to other buyers

Have a new modern look

Rebranding may not increasesales

People may prefer the traditionallook

Table 1 Winer, 2006


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4.1.1 Strengths and Weaknesses

Nivea Body has a well-known traditional looking logo. Simple in color andstyle it has proven effective to its targeted audience. The weakness held

upon this though is looking too simple and plain for this day and age. Thewords that come to mind to me are old fashioned and out of date.

Although Nivea has some products for men the range of these products is notas varied as women`s products.

4.1.2 Opportunities in Rebranding

Think of the possibility to expand revenue, increase sales, and boost profit

margins. To give Nivea a sophisticated new look. To reach out to otherbuyers. Nivea largely targets its products towards woman. Why not targetmen as well. Like I said before times are changing and we must change withthem. Men nowadays care about their attire just as much if not more so aswoman do. Nivea needs to be swarve and stylish for the men. Caring andnurturing for the woman. To be bold yet simple at the same time.

5 Analysis / Discussion

5.1 Nivea

5.1.1 1912

Hans Rudi Erdt, who was very famous poster artist, created the first poster of Niveawhich was named With the likeness of a Lady. He was the one of the newgeneration of graphic artist for the first time at the turn of the century. His incredible

effects could be realised easily on the German poster art of the Twenties. Erdt drewthe picture of the ideal women as the vulnerable femme fragile.

5.1.2 1920

Nivea came with its first animated cinema advertisements, which was calledEulalias Verjungung, to introduce Nivea Creme available in a tube.


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5.1.3 1924

In that year, role of the women dramatically changed because they got the right tovote for the first time in many European countries. In that days the profile of a lady

has downcast eyes, a shy smile, a pale skin and complicated hairstyle. On the otherhand Nivea changed its advertising way with using the colours blue and white. AlsoNivea changed the theme, instead of showing elegant ladies in their home, healthywomen who are protected by cream when they are having sunbath(www.nivea.co.uk, 2011)

5.1.4 1933

The advertisements emphasized that Nivea cream is a universal product that it is a

multi-purpose cream. Nivea explained that it helps protect stressed skin in differentweather conditions, can be used for skin of babies and children, can be used formens beard before shaving and much more. In those days Nivea underlined thesebenefits and areas of use (www.nivea.co.uk, 2011).

5.1.5 1937

Nivea designed a calendar which was forecasting the weather as Nivea offered skin

protection products (www.nivea.co.uk, 2011).

5.1.6 1965

The company made its first image campaign which highlighted the Nivea brandinstead of an individual product. The most important component of the company wasthe Nivea ball, the beach ball in the classic Nivea colours and design(www.nivea.co.uk, 2011).

5.1.7 1970

The campaign, which was called Creme de la Creme, was designed for stress thatindependent tests had shown that, Nivea was as good as the expensive creams(www.nivea.co.uk, 2011).

5.1.8 1971

Only me was the name of the campaign which explained that the cream can be

used as a day cream, a night cream, a cream for different weather conditions and asa moisturiser and a protective cream (www.nivea.co.uk, 2011).
http://www.nivea.co.uk/http://www.nivea.co.uk/http://www.nivea.co.uk/http://www.nivea.co.uk/http://www.nivea.co.uk/http://www.nivea.co.uk/http://www.nivea.co.uk/http://www.nivea.co.uk/http://www.nivea.co.uk/http://www.nivea.co.uk/http://www.nivea.co.uk/http://www.nivea.co.uk/http://www.nivea.co.uk/http://www.nivea.co.uk/http://www.nivea.co.uk/http://www.nivea.co.uk/http://www.nivea.co.uk/http://www.nivea.co.uk/http://www.nivea.co.uk/http://www.nivea.co.uk/http://www.nivea.co.uk/http://www.nivea.co.uk/http://www.nivea.co.uk/http://www.nivea.co.uk/


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5.1.9 1988

Nivea launched an international Nivea Creme campaign which create a image thatpeople are very happy with their skins and they are spending times with their

children in front of the logo (www.nivea.co.uk, 2011) .

5.1.10 1992

In the nineties emotional feelings became important. So Nivea mad a TVadvertisement which has a story based on 1 couple kissing each other. Thiscampaign highlighted some feelings such as impressions of tenderness, trust, andsafety. Also the short film earned a award which was called Best Advertising Film

Kiss 1993(www.nivea.co.uk, 2011).

5.1.11 1997

The company launched the first international website so that the internationalconsumers got a chance to meet the playful and emotional image of the brand.Moreover they could reach the information such as history of the brand and productinformation (www.nivea.co.uk, 2011).

5.1.12 2007

The brand relaunched the websites to show themselves via a modern way. Theyexpended the websites as local. Each websites offers profound advice on variousskin & beauty care topics (www.nivea.co.uk, 2011).

6 Conclusions

One of the reasons behind the success of Nivea is the fact that the group strategy ofthinks globally, but acts locally. As it can be seen that, Nivea creates a goodconnection with its consumers via its advertisements. The brand uses classicalimage of its crmes (www.nivea.co.uk, 2011).

7 Recommendations

The company should renew its crme packaging although it has a well knowawareness. The brand should increase the range of products for men. Rebrandingis a good way to solve this problem.
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8 List of References

http://www.nivea.co.uk/about-us/beiersdorf/history, 27.10.2011

Hay G.J., G. Castilla OBJECT-BASED IMAGE ANALYSIS:

STRENGTHS, WEAKNESSES, OPPORTUNITIES AND THREATS, 2006
http://www.nivea.co.uk/about-us/beiersdorf/historyhttp://www.nivea.co.uk/about-us/beiersdorf/historyhttp://www.nivea.co.uk/about-us/beiersdorf/history

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