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Case
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Reference no. 503-098-1
Subject category: Marketing
Authors: A Mukund
Published by: IBS Center for Management Research
Originally published in: 2003
Version: Jan 2004

Abstract

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. The accompanying teaching note provides a detailed discussion as to how this case can be used for various brand management courses.
Location:
Size:
Large
Other setting(s):
1930-2003

About

Abstract

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. The accompanying teaching note provides a detailed discussion as to how this case can be used for various brand management courses.

Settings

Location:
Size:
Large
Other setting(s):
1930-2003

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