Skin care:
NIVEA Body, NIVEA Visage, NIVEA for Men, NIVEA Sun, NIVEA Baby, NIVEA Crme, NIVEA Vital, NIVEA Soft, NIVEA Hand, and NIVEA Lip.
Personal care:
NIVEA Deo, NIVEA Beauty, NIVEA Hair Care, NIVEA Bath Care, and NIVEA Intimate Care. Refer to appendix. 1&2.
Competitors:
With the broad range of the product type that Nivea Company has, it has also brought a wide range of strategic competitors along with the product diversification. Refer to appendix. 3
(Keller, 2005)
Brand Inventory:
NIVEA Crme Brand Profiling
Over these years, NIVEA has primarily adverted through NIVEA Crme its major product and that acquired a unique, widely-understood brand identity as a caretaker of skin. Throughout Europe, most users were first introduced to Nivea crme during their childhood, and learnt that Nivea was a product that could be used by the entire family to satisfy all kinds of needs, because of consumers own personal history with the brand and the companys advertising, NIVEA had become strongly associated with shared family experiences and had a rich set of brand attributes such as: Care Mildness Reliability
Over time, the NIVEA name became synonymous with protection and care for the skin. Nivea company viewed advertising as a approach of strengthening target audiences perceptions of a quality product therefore Nivea advertising promoted the basic themes of skin care and protection. Ads were always simple, plain, and informative. Please refer to Appendix. 4 & 5 for histories of advertisement style evolution:
One of the qualitative research methods has been conducted with one Swinburne student Elva, method is based on the adjective rating and checklist integrated with Fig 2.3, 3.5a, and 3.5b from Keller, 2008. Refer to appendix. 7&8.
Brand exploratory:
Customer Knowledge:
Base on the qualitative research that have been conducted, it can be determined, the Nivea Has successfully leveraged its History and tradition of excellence along with innovation to become the most powerful and recognized Personal Care brand worldwide. Typical consumer brand associations for Nivea might be: attachment Community Credibility Superiority Warmth Fun Quality Mild & Gentle Caring &Protective Pure
Product endorser:
Nivea has launch the celebrity endorsement advertising campaign base on the locality of product launched with the spokes model promoting Niveas product, it made the Niveas product become easily to penetrate into different market segments. Refer to appendix.9.
Technology:
With the new I-phone application NIVEA FOR MEN comes very close to the main target group, explained Konstantin Stremme, International Brand Manager NIVEA FOR MEN. They are highly involved and technophile men, between 21 and 45 years old who always need the newest gadget and have a significant interest on the digital world and online games.
Conclusion:
Over the years, Nivea Brand has primarily grew through Nivea Crme, and it had acquired a unique and widely-understood brand identity as a caretaker of the skin, throughout the world, most user were first introduced to Nivea crme during their childhood, and learning that it was a product that could be used by the entire family to satisfy all kinds of need. Currently Nivea has been honourably nominated again as the most trusted Brand in Europe, and for that it implicated the customers perception towards Nivea brand, as trustworthy, and for a brand to gain the trust from its customer, it takes a lot of effort to achieve that goal. Nivea company as one of the internationally leading companies for skin and personal care, they want to be close to consumer, offering them compelling and innovative products, Nivea Company enjoy its brand universal trust, and according to the company it aimed to achieve the goal below in the future:
Dynamic Growth - aiming to continuously increase our world market share. Worldwide Presence - focus on markets with above-average growth potential.
Our key focus countries include Western Europe, China, Russia, Brazil, and India.
Recommendation:
Increase Male target audience
As we can see from Niveas product hierarchy, 7 out of 10 products were developed to suit female customers, and all of the advertisements prior 1986 were only targeted to female market, that has caused Nivea lost of its chance to occupied more market share. And even through after the Nivea product diversification strategy in 1980s they started to focus on the male target market, but until nowadays, we still can see the product that Nivea produced to targeted female market are way much more than males.
Counterfeiting
According to the article: Plagiarism on the internet by Business solution Gmbh The rate of counterfeit branded goods on the internet is currently Approximately 37 percent, depending on the brand (see table). For the German eBay Web site www.ebay.de alone that constitutes a countervalue of 11 million a year. On behalf of 10 manufacturers of consumer goods like Gillette, Lancaster and Beiersdorf (Manufacturer of brands such as Nivea) (Business solution Gmbh, 2007) Refer to appendix.11 The counterfeiting brand that intimidate the Niveas brand image, and equity, with the unknown ingredient of the counterfeits, not only it damage customer confidence towards the brand but also is destroying other extended brand of Nivea. Therefore action needs to be taken, to avoid the counterfeits damage the brand image, things like unique corporate laser sticker, or production line serial number etc.