Chapter 1.

The history of Beiersdorf

Beiersdorf is a leading international branded consumer goods company, with more than 150 affiliates and around 18,000 employees. In 1880, Paul C. Beiersdorf from Brandenburg the man who gave his name to the Company moved to Hamburg and took over a chemist's shop in the city's Mhlenstrasse. Putting his skills and knowledge of physics to use, he soon built a laboratory and offered his services to doctors. The pharmacist Dr. Oscar Troplowitz acquired the laboratory from Paul C. Beiersdorf in 1890 and quickly expanded it into a leading branded goods company. In 1892, he built a new factory in Eimsbttel. The facility manufactured consumer goods brands such as Labello and NIVEA, as well as plasters and pharmaceutical products. Troplowitz was a true entrepreneur: he was both customerand market-oriented and thought in international terms from the outset. At the same time, he took care to ensure the further development of his products on a sound scientific footing. He continued Paul C. Beiersdorf's cooperation with Prof. Paul Gerson Unna and recruited the chemist Dr. Isaac Lifschtz at Unna's recommendation. Lifschtz was the inventor of the emulsifier Eucerit, the basic ingredient and key to the unique properties of NIVEA Creme. In 1906, Troplowitz's brother-in-law, Dr. Hanns Mankiewicz, became a partner in the Company. Driven by innovation, they created branded goods of consistently reliable quality and real benefit to a broad range of consumers. Troplowitz was convinced that this would be a successful concept for the future. He saw great opportunities for cosmetic care products in particular. This work laid the foundations for the Company's strategic orientation today. Following the deaths of Dr. Oscar Troplowitz and Dr. Mankiewicz in 1918, the Company first of all became a private limited liability company and then, on June 1, 1922, a public limited company. This was the start of its steady development into an international enterprise and at the same time of its establishment and expansion as a leading manufacturer of branded skin and beauty care products.

Chapter 2. Nivea Brand

In 1911 the German consumer goods company Beiersdorf brought the now very famous skin cream named Nivea into the market. Nivea has now grown to be one of the biggest skin care brands in the world, selling products in 150 countries. Mr. Oscar Troplowitz was the owner of this company and also he was the person who named it Nivea. Nivea comes from the latin word niveus/ nivea/ niveum (meaning snow-white). The colours of Nivea mean: Blue = sympathy, harmony, friendship and loyalty; White = external cleanliness as well as inner purity; Blue and White = ideal for honest and appealing brand NIVEA. The brand had 15% market share in the global skin care products market in 1990. Nivea is leader in: Skin creams and lotions in 28 countries; Facial cleansing in 23 countries; Facial skin in 18 countries; Suntan products in 15 countries. Nivea was believed to be the brand of local origin in many of these countries which helped them in becoming the market leader. Between 1991 and 2001, Nivea posted double-digit growth rates every year. For the year 2011, brand generated the revenues of 2.5 billion. Nivea was the single largest factor for 4.4% increase of the companys revenues. Core values of Nivea: Nivea is not using animal fats in products, the products are made of natural ingredients; Nivea has a strong brand personality which is emotionally involving, based on childhood, trust and love; Nivea products meet consumer needs; Nivea is the mass market brand which offers the largest skin care assortment; Nivea always concern of keeping its brand young, attractive, energetic and sympathetic; The Nivea brand has always been closely linked with consumer; Nivea is truly global product, and its product are same everywhere.

The Nivea brand encompasses a wide range of body care products. Its assortment includes baby care, bath care, body care, cosmetics, deodorants, face care, hair care, hair styling, hand care, lip care, mature skin care, mens care and sun care.

Nivea has clearly been successful in creating strong attributes which people associate with the Nivea product and especially with the blue tin and its white capitals. The brand association is the following: Care; Protection; Mildness; Gentleness; Trustworthy/reliable; Pure; Simple; Multipurpose/universal; For family; Heritage. Nivea has created the image of being genuine, environmentally friendly and offering good quality at a reasonable price. Offering a wide range of products and serving all generations it suggests being an ideal choice for the entire family. In order to analyse how Nivea has achieved this position in consumers minds, we will be looking at the marketing mix and how Nivea has dealt with the four Ps.

2.1 The 4 Ps:

Product The Nivea product is generally a product of good quality. However different the range of Nivea products may be they all embody gentle care for all generations. To ensure this certain quality standard research and development becomes an important issue. On their webpage it is indicated that over 150 dermatological and cosmetic researchers, pharmacists and chemists are constantly working to improve established products and come up with new ones. Especially with the product line Q10, which involves anti-skin aging and anti-cellulite products, Nivea strives to proof its dermatological expertise. Price On their webpage Nivea claims that their products are of a quality level that some competitors offer for ten times the price. Here we clearly see that Nivea goes for the strategy of positioning their products as being of quality at affordable prices (More for the same). This is coherent with the idea of Nivea being the perfect choice of the whole family. Caring mothers and fathers who want to provide their families with good quality products can still afford doing so by buying Nivea skincare. This goes along with the fact that discounts on Nivea products are often found (see Boots current offer of buying three Nivea deodorants for the price of two). In terms of price Nivea products always appear competitive with brands, such as Dove, Johnson & Johnson or Labortoire Garnier, which may be situated next to them in the shops. However, among these the brand takes care that it does not appear to charge less so that the image of being a quality brand remains believable for customers. Place Nivea products are virtually found everywhere. They are located on the shelves of hypermarkets, supermarkets and specialized stores. But they are also found in pharmacies. Through this distribution strategy Nivea appears as a brand that is easily available for all kinds of people and of course all kinds of families who care for good quality. Promotion Nivea adverts are found in all kinds of magazines and newspapers, on television on all channels at regular intervals. It is through these adverts that the image is mainly conveyed. It is an image that suggests favouring family values, standing for health and genuineness and communicating this close to touch human togetherness. Smiling faces of genuine looking people of all generations, from babies over teens and young parents to 60 year-olds, help bring this message across.

2.2 Market Strategy

In each market, Nivea implemented perfect local execution with local agency affilates. Nivea has also printed a booklet for internal use detailing its brand philosophy, called the Blue Bible: -contains basic information about Niveas brand identity, vision, mission, success factors and the role of its sub-brands; -provides guidelines for products, packaging, communication, promotion, public relations, direct marketing and pricing. Non Traditional Marketing The blue Nivea beach ball -distributed ball at European beaches each summer; -first image campaign focusing on the Nivea brand rather than the individual products. Blue Santa Claus giving Crme in Germany Double-decker Nivea-branded blue promotional bus in Russia Mega poster advertisement covering the outside of the Kremlin Nivea Club in Austria in 1995 Nivea Care Centre in South Africa House of Nivea store in Hamburg, Germany, 2006 Workshops for body & soul in Germany, the UK and the USA Partnered with hospitals and sponsors young mothers in maternity wards -care packages containig Nivea products -free product samples and informational brochures Event Marketing Sponsored various organizations in Europe Beach lifesavers Childrens sailing programs Beach volleyball tour School education programs for safe sunbathing Branded double-decker bus Travelled to concerts and other young oriented events Consumer could get a total hair&face makeover at the bus Nivea shops in large German department stores Extensive point of sale display Beauty advisor in-house to help customers

Chapter 3. Nivea Baby

The post-World War II baby boom also had a dramatic effect on skincare needs. In 1960, Beiersdorf launched the NIVEA Baby fine product range, so that new parents could care for and protect the delicate skin of their newborns. By 1972, the Baby range consisted of a powder, bath, cream, soap and cotton-wool tips. And in the 90s, Beiersdorf further extended the range to provide a complete care and cleansing program for the sensitive skin of babies.

3.1 Market Strategy

From October 22 to October 25, 2004, the NIVEA Baby range was presented at the Baby exhibition for young parents and parents-to-be in Paris. On this occasion, NIVEA Baby advised young parents and parents-to-be on using daily care products specifically designed for babies sensitive skin at the stand specially created for "Le salon Baby". Trained activity leaders presented the NIVEA Baby range and provided advice tailored to parents needs (e.g. how to use wipes or gentle cleansing wash, how to use sun products for babies). They handed out samples, a NIVEA Baby height gauge, a growth curve chart and leaflets about using wipes many little presents for the parents. A nurse was also on hand at the stand during the exhibition. She answered visitors questions on care, creches and everything that can make daily life easier. The exhibition thus enables NIVEA to access the "young parents and parents-to-be" target group as well as other members of the family (grandparents, sisters) accompanying the key players as they go round. In the next months, Le Salon Baby and the NIVEA Baby team will visit three other major French cities. It was also launched a new multi-channel campaign to re-launch the NIVEA Baby range in 29 countries across Europe, Middle East, Latin America and Asia Pacific. With more than 100 years of baby skin care experience, NIVEA offers a range of products that deliver mildest care and mildest protection especially for baby skin. The entire NIVEA Baby range is now re-launching with a new packaging and communication strategy. NIVEAs skin care expertise and brand values such as trust, family and quality are strong assets to create trust among parents and parents-to-be. The campaign is predominantly aimed at first time mums, emphasising what matters most to them: their babys happiness. It shows the special mother-child bond that is heightened by caring rituals of loving words, happy smiles and a gentle touch. It is these values which NIVEA Baby is committed to support by protecting delicate skin.

3.2 Nivea Baby Nutri Sensitive

Niveas passion is skin and beauty care. We love them and we would do anything for them, they are our babies, and their smile is priceless. Although we want to see them happy all the time, many babies suffer from dry skin, which is manifested by an increased sensitivity, irritation, redness and even skin infections. Thinking about the needs of babies who have sensitive and dry skin, researchers have identified three key ingredients that work in perfect harmony with dry and sensitive skin of babies, to support the natural protective barrier of the skin: - Shea butter has anti-inflammatory, calming and moisturizing skin deep, - Omega 6 fats restore skin's own natural lipids and protects the natural, - Chamomile soothes irritated skin. The three certified organic ingredients found in NIVEA Baby Nutri Sensitive products were specifically designed for dry and sensitive skin of babies, in collaboration with dermatologists and pediatricians. During the months of pregnancy, every expectant parent prepares the essential list for the baby. Baby clothes, baby feeding and nursing are some of the few things in the baby list. When it comes to baby hygiene and grooming, we should always consider our babys first step to mildest protection.

3.3 Nivea Baby Nutri Sensitive Milk

And now as you all know babies have delicate and sensitive skin so it is important to be equipped with the right information thats best for babies and for moms too. Your baby has dry, sensitive or irritated skin? Dont worry, there is light at the and of the tunnel. Perhaps we have the right solution for you: Nivea Baby Nutri Sensitive Milk Lotion.

3.3.1 Characteristics The formula with shea butter and natural Omega-6 lipids intensively nourishes and is especially developed to replenish the skins own lipid balance thus helping to restore the natural protective skin barrier. Easily absorbed, it soothes comforts and protects immediately. The most important characteristics of the product are:

Free of parabens Free of alcohol and colorants Especially skin friendly ingredients Developed in cooperation with dermatologists and paediatricians Skin compatibility clinically / dermatological approved Hypoallergenic, reduces the risk of allergies.

3.3.2 How to use Apply NIVEA Baby Nutri Sensitive Milk Lotion to moisturize the whole body (e.g. after bathing) or for a relaxing body massage. There is nothing more comforting to a baby than his mothers touch. True enough, even experts have wondered about the instant feeling of relief, comfort and security that a mothers hands bring to her little one. A good massage instantly calms your little one, giving him a peaceful good nights sleep. What is different at our product then others? Why you should buy it? Because it gives to your baby the best start in life with the mildest protection from Nivea Baby and is specially formulated for sensitive and dry skin, it intensively nourishes with natural Omega-6 lipids and shea butter to protect against irritations and improve the skins condition. Concluding NIVEA Baby is maintaing a Number 1 value position in skins protection just because understands the needs of babies!

Webography

http://www.beiersdorf.com/ http://www.nivea.com/ http://www.ingrijireintensiva.ro/ http://popsop.com/ http://www.marketingpower.com/ http://www.youtube.com/ http://www.iqads.ro/ http://www.esupermommy.com/ http://www.caraeclesiblings.info/