Nivea - Managing an Umbrella Brand
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(Case Code: MKTG087) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG087 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extraThemesBrand Management |
| Case Length |
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13 Pages |
| Period |
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1987-2003 |
| Pub Date |
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2003 |
| Teaching Note |
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Available |
| Organization |
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Nivea |
| Industry |
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Cosmetics |
| Countries |
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Germany |
Abstract:
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The case describes the brand management strategies of the German branded goods major Beiersdorf for its Nivea range of products. Nivea's journey from being a one-product brand to a range encompassing fourteen product categories and over 300 products by the beginning of the 21st century is explored. The case examines in detail Beiersdorf's 'twin-strategy' of brand extension and globalization, which made Nivea the number one skin care brand in the world. It studies Beiersdorf's strong focus on innovation-led product development and customer-focused marketing, and examines the strategies taken by the company to ensure that brand dilution did not hamper the umbrella branding initiatives for Nivea.
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Issues:
• Management strategies which are aimed at cashing in on the equity of an umbrella brand.
• Rationale behind extending a successful brand into other related (and slightly unrelated) product categories.
Contents:
Keywords:
Brand management strategies, German, Beiersdorf, Nivea, one-product brand, product categories, 300 products, twin-strategy, brand extension, innovation-led product, customer-focused marketing, brand dilution
Nivea - Managing an Umbrella Brand
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