NIVEA’s marketing strategy

and the campaign „Beauty

is...“
Executive Summary

This presentation was commissioned to examine a marketing strategy of a company and

furthermore to choose a campaign which the company launched and their promotion activities
for this campaign.
The research “pays attention to the fact that the company NIVEA developed their marketing
strategies based on product expansion and geographically expansion. The product expansion
helped NIVEA to reach every customer segment in every age stage of their live cycle and
respond to their personal needs. This is proved that they developed over 500 different products.
Moreover the geographically expansion helped NIVEA to become recognized all over the world,
and reached consumers in different markets with mostly similar needs all around the world.
NIVEA rather focuses on similarities instead of differences, because everybody around the
world has a skin with common needs and preferences.
NIVEA’s campaign “Beauty is…” which was launched all around the world, further helped NIVEA to
strengthen the image, and to become more connected to the consumers and better respond to
their needs and wishes. The “Beauty is”…” campaign was promoted by below and above the
line promotions, which helped NIVEA to create high brand awareness.
The presentation concludes with different principles for marketers, which were derived form the
presentation and that should help companies to build brand equity and a brand image.
It is recommended for a company to think of every single principle and use it in their marketing
processes, and that they should develop promotions that integrate the consumers to create
better values for them and create a brand loyalty.

Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 2

Overview

1.  Company Information

2.  Marketing Strategy
3.  Campaign: “Beauty is...“
4.  Promotion Activities – „Beauty is...“
campaign
5.  Marketing Principles
6.  Questions
7.  References

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1. Company Information

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1. Company Information

Environmental
Good quality friendly

Resonalbe
prices

IMAGE
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2. Marketing Strategy

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2. Marketing Strategy

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2. Marketing Strategy

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2. Marketing Strategy

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2. Marketing Strategy

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2. Marketing Strategy

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2. Marketing Strategy

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3. Campaign: “Beauty is...“

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3. Campaign: “Beauty is...“

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3. Campaign: “Beauty is...“

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3. Campaign: “Beauty is...“

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3. Campaign: “Beauty is...“

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3. Campaign: “Beauty is...“

Link
Video


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4. Promotion Activities - „Beauty is...“campaign

45 second image spots in TV (for

Above the example people form all over the world
were shown to reflect the diversity of the
line countries, by ethnic, and age group)

Print ads in magazines (where

consumer could see, interpersonal
relationships between people, and
statements such as “beauty is love,
beauty is a moment, beauty is care…”.

20.000 city light posters in about 85

countries (used to develop a better
uniformity of the NIVEA brand
(Rousseau, 2007, The campaign was
translated into different languages,
because it was shown world wide, and
NIVEA wanted to create a common
understanding
Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 19
4. Promotion Activities - „Beauty is...“campaign

Internet project: where consumers

could enter the homepage of
Below the NIVEA, and share with everybody
line around the world the experiences
with beauty, and what it means for
them. Here also the worldwide
dialogue, and the connection
between NIVEA and the consumers
was really high.

Point of Sales Promotion (were

consumers can directly see the
images when they are purchasing
the products (Rousseau, 2007)
Those were shown in the shop-in-
shops and salespersons who where
giving postcards as a gift away
(Rousseau, 2007)
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4. Promotion Activities - „Beauty is...“campaign

Link
Video

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4. Promotion Activities - „Beauty is...“campaign

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4. Promotion Activities - „Beauty is...“campaign

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5. Marketing Principles

Principle of understanding and Principle of satisfying consumers needs: fully

understand the customers’ needs in order to be innovative and create new products
and within that satisfy the needs for your customers

Principle of recognition and awareness: a company should have positive

associations which the consumer can recognize and recall, and expand within their
product lines and geographically to become globally known

Principle of response: a company has create an awareness and image in

consumer’s mind, which will lead to a response to the brand in a positive way (buy it or
recommend it)

Principle of points-of-difference: for example as NIVEA did with its campaign

“beauty is…” they created points of difference, which consumers could not find at
competitors’ products and competitors were not able to create such p-o-d’s
Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 24
5. Marketing Principles

Principle of personal selling: a company should directly communicate with their

customers for example with shop-in-shop system, to get knowledge and consumer
insights about them (supports the principle of understanding and satisfying)

Principle of superior quality: To deliver the best quality and value to the consumers,
companies should heavily invest in market research, and integrate consumers in their
research and developing process

Principle of competitive advantage: Differentiation is another point with should be

considered, and to create a competitive advantage over competitor companies’ need to
invest a lot in their marketing, and product development

Principle of cultural differences: To create a strong brand and brand equity, marketers
of a company should take into account the differences of consumers around the world,
and integrate that into the marketing plan

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5. Marketing Principles

Principle of customer relationships: a company should treat every consumer the

same, and respond to their local needs and want, while sustaining an overall unique
image.

Principle of competitors: A company should always look and analyze the competitors
marketing strategies campaigns and new products launches/developments

Principle of focusing: To focus on your core values and always tracking on your
marketing strategies companies need control and monitor everything they do, and
checking the market share, do see if the make profits or losses, and based on that
respond in a correct way

Principle of promotion: This should include above the line promotions and below the
line promotions to reach consumers via al lot of different channels. Below the line
includes ensuring recall of the brand and showing features to the consumers, and above
the line promotions promotes the brand via mass media

Principle of core values: A company should always focus on the core values in every
step they make. Those core values should be included in every campaign and marketing
activity the company does
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6. Questions

Thank you, for your attention!!

If you have any question, feel free

to ask,
or read my summary

Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 27

7. References

References:

Beiersdorf Homepage (2010) Homepage (Online) available at: www.beiersdorf.com (accessed at:
28/10/2010)

Beiersdorf Hompepage (20010 The Beiersdorf Group – Annual Press Conference Brands – 2007
(Online) available at:
http://www.beiersdorf.com/Press_Media_Relations/Press_Releases/2007-03-28%20The
%20Beiersdorf%20Group%20%E2%80%93%20Annual%20Press%20Con.html (accessed at:
28/10/2010)

Bird, 2007 “Beiersdorf launches global brand campaign for Nivea“ (Online) available at:
http://www.cosmeticsdesign-europe.com/Products-Markets/Beiersdorf-launches-global-brand-
campaign-for-Nivea, accessed at 10/28/2010

CMD global, 2008 “Smoothly does it“, CMD Global (Online) available at:
http://www.cmdglobal.com/analysis/brand_experts/Nivea/Smoothly/does/itople.html (accesses at
29/10/2010)

Euromonitor (2007) Beiersdorf AG - Cosmetics and Toiletries – World Euromonitor (Online)

available at: www.euromonitor.com/pdf/C&T-BEIERSDORF.pdf (accessed at: 28/10/2010)

Marketing Strategies for Managers, Stefanie Grimmling, 11/04/2010 28

7. References

Fasse (2009) „NIVEA“ Word Document (Online) available at:

http://www.niveapolska.pl/GetFile.ashx?id=522 (accessed at: 27/10/2010)

L’Oréal (2010) Homepage (Online) available at: www.loreal.com (accessed at: 29/10/2010)

NIVEA Homepage (2010) Homepage (Online) available at: www.nivea.com (accessed at:
28/10/2010)

NIVEA Annual Report, (2007) “Annual Report 2007”, (Online) available at:
http://annualreport.beiersdorf.com/2007/en/executive-board-strategy/we-are-close-to-pe
(accessed at: 29/10/2010)

Quass, T., B. (2006) „Report to the Annual General Meeting of Beiersdorf AG“, (Online) available
at: www.beiersdorf.com/GetFile.ashx?id=68 (accessed at: 27/10/2010)

Reader’s Digest. „Trusted Brands“ http://www.rdtrustedbrands.com/trusted-brands/results/

brands.shtml, 2010

Rousseau, M. (2007) “Beauty is…” Homepage Beiersdorf, (Online) available at:

http://www.beiersdorf.com/Press_Media_Relations/Press_Releases/2007-08-27%20Beauty
%20is.html (accessed at 29/10/2010)

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