Nivea : managing a brand portfolio presented by : satish menon saurabh kumar shailendra singh sunil kini 1 presentation flow brief overview of case development of nivea as a brand ( 1912 to 1993. 8 the indian institute of business management & studies subject: marketing management marks:100 case: iii nivea: managing an umbrella brand ‘in many countries consumer are convinced that nivea is a local brand, a mistake which beiersdoft, the german makers, take as a compliment’ (quoted on leading brand consultancy wolff-olins’ website. Nivea umbrella branding - free download as powerpoint presentation (ppt / pptx), pdf file (pdf), text file (txt) or view presentation slides online. Nivea case study 1 an ode to nivea’s success term assessment task - 2 presented by : - tarun arya [email_address] an umbrella brand 9 nivea sales worldwide learning management systems (lms) quick start online course - linkedin learning.
The nivea salem literary essay sample middle school this evolving was founded in 1882 and then have nivea brand in worlds by nivea is why uis personal nivea managing an umbrella brand case study answers smoking assignment help enlighten. Nivea presentation brand equity - download as powerpoint presentation (ppt), pdf file (pdf), text file (txt) or view presentation slides online nivea. Nivea for men aftershave a runaway success y along with umbrella brand approach the product diversification was also influenced by competitive pressure y research team of 150 researchers y over 300 products across 14 segments of health and beauty market.
Nivea and umbrella branding - trends latest trending story: brand strategy: umbrella brands the 1980s witnessed a revolution in the understanding of the working of the brands. Nivea : managing a brand portfoliopresented by : satish menon saurabh kumar shailendra singh sunil kini 1 presentati. 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.
Nivea has created a brand image that suggests caring, gentleness, trust, pure, cleanliness – overall, a very wholesome image i believe the brand image has stayed steady across all the product lines – they generally deliver a message of a gentle and caring lotion. Welcome to the nivea website review the latest products from nivea usa we offer you great tips and exciting opportunities related to the loved skincare products by nivea. Nivea : managing a brand portfolio presented by : satish menon saurabh kumar shailendra singh sunil kini nivea lip care is a good example of the way in which – powerpoint ppt presentation family brand (umbrella) nivea family individual brand nivea individual products nivea passion for success strategy 16 17 corporate brand. He recognized the great potential of our nivea brand and began its successful expansion into an umbrella brand for this he deserves our sincere thanks and recognition our sympathies and condolences go out to his family”, said ceo of beiersdorf ag, stefan f heidenreich. The basic idea of the nivea brand extension strategy was to develop nivea into an umbrella brand for “skin care”, by carefully introducing new products and by withdrawing those which did not fit that strategic umbrella brand positioning.
Umbrella branding (also known as family branding) is a marketing practice involving the use of a single brand name for the sale of two or more related products umbrella branding is mainly used by companies with a positive brand equity (value of a brand in a certain marketplace) all products use the same means of identification and lack additional brand names or symbols etc. Nivea : managing a brand portfolio presented by : satish menon saurabh kumar shailendra singh sunil kini 1 presentation flow brief overview of case development of nivea as a brand ( 1912 to 1993) discussion on q1 nivea’s brand image nivea’s sources of equity variation of brand image and equity across product class discussion on q2 pros and cons of various options with biersdorf corporate. Special report on managing an umbrella brand, along with research on current topics, trends and surveys relating to managing an umbrella brand. Amongst these brands, the most prominent is the nivea brand, which the company uses as the umbrella brand for broad skin care and personal care most brands have sub-brands they include nivea, la prairie, eucerin, hansaplast, and florena.
Nivea – managing an umbrella brand management strategies which are aimed at cashing in on the equity of an umbrella brand the case describes the brand management strategies of the german branded goods major beiersdorf for its nivea range of products. Free essays on nivea managing an umbrella brand for students use our papers to help you with yours 1 - 30. Different skin types different needs over 100 years ago, we invented modern skin care with nivea creme today, millions of people all over the world, all with different types of skin, rely on the nivea brand.
An umbrella brand or a family brand is a brand which is used across a range of product categories i: e: a set of related but distinct products umbrella branding is very common across the fmcg sector. This is the second version of the umbrella brand at first glance, in formal terms, nothing distinguishes it from the previous version: the company still accepts only a single brand for the whole, and consequently imposes descriptive names for the products and services or divisions and branches. Brand activation concepts & strategies for nivea umbrella brand at pos: marketing/marketing-management, allgemein auslandssemester, marketing/marketing-management, allgemein 2004 – 2004. Umbrella, or family branding, is when each product is marketed under the parent brand for example, sony and lg are known as producers of good quality electrical products but you would be hard pushed to name one of their specific products by a stand-alone name.