product brand management nivea pre
TRANSCRIPT
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NIVEA MANAGING AN UMBRELLA BRAND
Presented By:
Shanu Aggarwal
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NIVEA SUCCESS
• PRESENT IN 14 PRODUCT CATEGORIES AND AVAILABLE IN MORE THAN 150 COUNTRIES.
• LEADER IN SKIN CREAMS AND LOTIONS IN 28 COUNTRIES.• NIVEA WAS BELIEVED TO BE BRAND OF LOCAL ORIGIN, WHICH HELPED
THE BRAND TO ATTAIN ITS LEADERSHIP STATUS IN MANY CATEGORIES AND COUNTRIES.
• NIVEA WAS A BRAND OF BEIERSDORF (PARENT COMPANY)WHICH ACCOUNTED FOR 55% OF REVENUE IN 2001.
• SECOND WORLD WAR WAS A BAD PHASE FOR BEIERSDORF, BECAUSE IT COULD NOT STOP EXPROPRIATION OF NIVEA BRAND BY OTHER COUNTRIES AFTER GERMANY LOST THE WAR.
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MENTAL MAP
NIVEA
TRUSTCLEANINE
SS
LOCAL IIMAGE
VALUEFOR
MONEY
MILDNESS
WHITE AND BLUE
FRAGNANCE
PROTECTION
CONSISTENCY
BOLD
RELIABLE
QUALITY
CARE
gentleness
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CORE BRAND VALUES
NIVEA
CLEANINESS
VALUEFOR MONEY
MILDNESS
WHITE AND BLUE
PROTECTIONCONSISTENCY
RELIABLE
QUALITY
CARE
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BRAND MANTRA
EmotionalModifier
DescriptiveModifier
BrandFunctions
NIVEA FEELING WHITE AND BLUE
SKIN CARE
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Point of parity (POP) Point of difference (POD)
white cream Gentle Moisturizer ProtectiveSmell good Caring
No side effects Blue white tin box
Effective cleansers High quality
Mild Value for money
Sweet smelling product
FOR SKIN CREAM
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BRAND ASSOCIATION
• CARE• PROTECTION • MILDNESS• GENTLENESS• TRUSTWORTHY / RELIABLE• PURE• SIMPLE• MULTIPURPOSE / UNIVERSAL• FOR FAMILY• HERITAGE
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BRAND IDENTITYTHE ENTIRE SET OF BRAND ELEMENTS MAKES UP THE BRAND IDENTITY, THE CONTRIBUTION OF ALL BRAND ELEMENTS TO AWARENESS AND IMAGE.
BRAND NAME NIVEA
URL’S www.Nivea.com
LOGO AND SYMBOL
SLOGAN Its start with you
PACKAGING Blue tin and Nivea written in white
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BRAND HIERARCHY Nivea
Skin care
Nivea cream
Nivea body
Nivea hand
Nivea sun
Face care
Nivea for men
Nivea for female
cosmetics
Nivea deo
Nivea hair care
Nivea body care
Nivea lipsticks
Corporate Brand
Family Brand
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BRAND PRODUCT MATRIXCreams and lotions
Body care
Hand care
Deodorant Lip care
Shower soap
Talc Men’s face care
Female’s face care
Nivea Face careNivea body
Nivea Deo
Nivea men
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BRAND EXTENSION
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Customer-Based Brand Equity Pyramid
RESONANCE:
Commitment,Attached Community
SALIENCE: Various products for various purposes Blue colored box with Nivea written in white
JUDGMENTS:
Credibility, Superiority
FEELINGS:
Warmth, funFragrance, Softness, young, attractive, Satisfaction, Simplicity
PERFORMANCE:
Reliable, Quality, mildness, Gentle, care, consistency, cleanliness, pure
IMAGERY:
For Family, sympathy friendship , loyalty, Heritage for family, sincere
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
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SEGMENTATIONGEOGRAPHIC: MOSTLY AN URBAN SKIN CARE PRODUCT USED IN URBAN AND SUB URBAN CITIES
BEHAVIORAL: AMONG THE TOP SKIN CARE BRANDS IN WORLD.
DEMOGRAPHIC: PRODUCT RANGE FOR EVERYONE.
PSYCHOGRAPHIC: LIFESTYLE, LOOKING AND FEELING GOOD BY USING THE PRODUCT
TARGETING
• Urban and sub urban families
• People of all age group
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12.14
THREE FACTOR MODEL
1. SALIENCE : SMOOTH AND GENTLE2. FAVORABILITY : MULTIPLE USAGE 3. UNIQUENESS : REDUCE REDNESS AND PROTECT FROM
SKIN
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THANK YOU