14-12-2012, 04:39 PM
BRAND BUILDING STRATEGY FOR NIVEA
BRAND BUILDING STRATEGY FOR NIVEA.pptx (Size: 2.5 MB / Downloads: 45)
INTRODUCTION
Nivea is a German brand marketed in India by NIVEA India Pvt. Ltd.
NIVEA India Pvt. Ltd, owner of the No.1 skin care brand in the world, started operations in India in 2006, as a 100% affiliate of the global cosmetics & toiletries giant Beiersdorf AG
The Nivea brand, has been present in India for about 40 years but the subsidiary was set up only in 2006.
This brand has a history of around 100 years. Nivea came into existence in the year 1911.
MARKETING PROGRAM: PRODUCT
Nivea Creme is an iconic beauty classic used by millions of women all over the world. It was the first true cosmetic moisturiser and is still the brand's signature product.
MARKETING PROGRAM: PROMOTIONS
The newly founded Beiersdorf affiliate NIVEA India aired the first TV commercial in major TV-channels and cinemas in 2006.
The massive integrated campaign showed uplifting results: NIVEA Creme sales in July and August like-for-like increased by 143.2 %. Total NIVEA sales grew by 121.8 % in the same period.
In collaboration with TBWA\India, the NIVEA marketing team produced two scenes to add some "Indian Masala" to the highly successful international NIVEA Creme spot.
The TV spots flanked by a print campaign as well as extensive point-of-sale material and consumer promotions
Official face care partner of IPL team Chennai Super Kings