INTRODUCTION : -
Nivea india started it's operation in India in 2006 ,as a 100% affiliate of global cosmetic company , Beiersdorf AG. Sunil Gadgil, Director Marketing at Nivea India, remarked that the marketing size of India's beauty, cosmetic, and grooming market will reach $ 20 billion by 2025 from $ 6.5 billion, with the rise in disposable income of the middle class and growing people thi live a good life with good lifestyle & looks.
The present company Beiersdorf AG, Germany was a ₹37,600 crores beauty and skin care MNC. It had affiliates in more than 169 countries, enjoyed market share upto 30% and had more than two hundred No.1 positions in cosmetics categories all over the world.
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BACKGROUND : RISING & DEVELOPMENT
In 1911, pharmacist and entrepreneur Dr. Oscar Tropbwitz and dermatologist Dr. Paul Gerson Unna created the first skin cream based on water in-oil-emulsion. This was named Nivea from the Latin word Nivius meaning "Snow White".
In 1922, Nivea recognised the skincare need of men & introduced it's first production for male consumers, the shaving soap. In 1936, Nivea promoted Sun Protection. In 1958, Nivea sun spray launched ; the brand ultra developed ultra oil spray. In 1963, Nivea revolutionized cosmetics with its emulation concept for Nivea Milk. When weekly baths were replaced by daily showers , Nivea launched it's first shower product in 1978. In 1982, Nivea Visage united the International brand family by launching a line of face care products. In 1991, Nivea came out with it's dual action deodrant to cater to consumes who were beginning to demand high - performance products. In 1994, Nivea soft was launched that carries the proposition of "naturalness" and "lightness".
BRAND DESIGN : -
In 1911, the dainty art design of Nivea tin was yellow, decorated with fancy green art nounveau tendrils. Nivea adopted blue and white design color as its brand element in year 1925. These colors represented responsibility, trust and purity, thus translating intangible brand values into brand design. The blue nivea colour was Ivocart Nivea Blue B65711. Blue colour denoted sympathy, harmony, friendship, and loyalty. White represented inner purity and external cleanness.
Nivea wanted the visual language to offer stronger and clearer expression of the brand value so they based the design and graphic language on the heritage tin and it's classic white Bauhaus- era lettering.
In india nivea cream was precieved as a winter cream because of its thickness and oily consistency. Globally, Nivea had been able to do away with this narrow perception, but in India, these perceptions were still strong, in 2006 , Nivea has a market share of 19% in ₹108 crore skin care cream market, which was dominated by ponds.
BRAND PORTFOLIO AND ARCHITECTURE :
Nivea had a systematic , synergetic , and a well - balanced portfolio. It consisted of offerings in skin care, personal care, hygiene in beauty. The architecture was clearly a "sun and planets model" where Nivea creme occupied the core and other extensions were placed based on their similarity to this core.
The little round box of Nivea creme embodied the brand value. It was the first to be introduced in every country. The first skin care products ( Nivea Visage , Nivea hand, Body etc.) , followed by hygiene ( Nivea deo , bath care brands) hair care products, and lastly make-up. The sub brand expanded these categories, with their specialization based on age ( Nivea Baby) , purpose (Nivea Sun), gender (Nivea For Men) etc. Nivea had understood its customer well and knew that women were the prime influencers and decision makers regarding skin care & wellness products.
BRAND EXPERIENCES AND INNOVATION TO MANAGE PERCEPTIONS :-
Nivea celebrated its 100th birthday in 2011.It rolled out a global campaign , "100 Years better skincare for life", centred around the values that were associated with the brand for generations, namely trust , honesty, reliability, quality and family. In India, the brand enjoyed nostalgia and credibility besides strong emotions connect.
Nivea Hired Anushka Sharma as its brand Ambassador. She embodied what the brand stood for "trust, honesty, international appeal with core Indian values, and high family orientation. She also headed campaign "Go sleeveless" which pushed nivea sales. Nivea won 8.7% shares of the urban market in 2016 vs HUL's 7.7%.
Nivea entered men's grooming market with the brand "Nivea for men" in 2007. The men's range was promoted with tagline "what men want". Nivea announced repositioning of it's male grooming range with the new tagline, " It starts with you". Bollywood actor Arjun Rampal was choosen as the face of the brand who lend gravitas and musculine personality to the brand.
