Nurturing a Mother Brand - Nivea



Case Code : CLMM021
Publication date : 2005
Subject : Marketing Management
Industry : Fast moving consumer goods (FMCG)
Length : 05 Pages
Price : Rs. 100

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Key words:

'Global Mega Brand Franchises', Nivea, ACNielsen, Beiersdorf, Emotional Bond, Brand Values, Innovations, Brand Extensions, Umbrella Branding, L'Orel, Procter & Gamble, Unilever, Johnson & Johnson, 'Nivea Universe' Framework


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The caselet examines the evolution of Nivea from a single product brand into the world's number one personal care brand with 300 products spanning across 14 categories. The caselet illustrates the company's successful brand extension initiatives that made Nivea the leading personal care brand in the world. It gives a detailed explanation of 'Nivea Universe' framework developed by the company with the objectives of streamlining and executing the brand extension efforts.


   Brand building strategies of personal care product companies
   Implementing brand extensions initiatives
   Umbrella brand and its prominence
   Product innovation and customer-focused marketing


In May 2003, a survey of 'Global Mega Brand Franchises' revealed that the Nivea cosmetics brand had a presence in the maximum number of product categories and countries.

The survey, conducted by the US-based ACNielsen, aimed at identifying those brands which had 'successfully evolved beyond their original product categories.'

A key parameter was the presence of these brands in multiple product categories as well as countries. Nivea was the market leader in skin creams and lotions in 28 countries, in facial cleansing in 23 countries, in facial skin care in 18 countries, and in suntan products in 15 countries...

Questions for Discussion:

1. How can you explain the success of Nivea as a mother brand that has been extended to 14 categories of products?

2. What are the pros and cons of adopting the umbrella branding strategy for a personal care products manufacturer like Beiersdorf?