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Nivea Case Study
Nivea Case Study
Presentation
Nivea – Managing the Legacy Brand
Submitted by :
Ahraz Baige (02)
Prasad Jadhav (15)
Sachin Raut (39)
Nilesh Thakare (52)
Karan Chabra(67)
Nikita Karmarkar(79)
Shreyas Ligade(88)
Sanket Raut(102)
Case Summary
• Beginning of the company
Unique
Nivea but high Reliability
price
Brand associations
Body care Face care Men Sun Care for Nivea
High
Protection
quality
Are they in line with what the Nivea team would desire?
Manage Integrated
Determine Establish the
Marketing
Objectives Budget
Communications
Design
Select Channels
Communications
Selecting Marketing Communications Mix
• Advertising
• Sales promotion
• Public relations
• Direct Marketing
• Buzz
Product Strategy
• Market Research to target to key market segment
• Broadcasting Media
• Electronic Media
• Sponsorship
• In-store promotion
• Promotional activities
• SWOT analysis
• Cultural diversity
• Brand equity
THANK YOU