Established in 1882 in Germany, Nivea is a skin care brand that introduced one of the first skin creams in 1911. Within 14 years, Nivea expanded to 34 countries by catering to ideals of female beauty in 20th century Europe. Today, Nivea has a wide range of skin care, face care, personal care, and sun care products targeted at middle to upper class people of all ages and both genders through innovative products and a variety of promotional strategies.
The document outlines a marketing campaign for Voss Water. The campaign aims to create awareness of Voss water and position it as an elite product. Elements include magazine ads, billboards, social media pages, and two TV ads - one featuring men jogging who rehydrate with Voss, and one with a changing background and ingredients in the bottle. The target audience is ages 17-28, male and female, from a C1 socio-economic grouping. The budget allocates advertising funds across various UK regions.
Nivea is a global skin care brand owned by German company Beiersdorf. Founded in 1882, Nivea focuses on product innovation and international expansion. It has a wide range of products for all ages and gender. Nivea applies strategies like point of difference, continuous innovation, and creating universal sub-brands. It uses various marketing techniques including direct mail, event sponsorships, and non-traditional approaches. The target market consists of middle-class consumers of all ages. Through brand extensions and celebrity endorsements, Nivea maintains its position as a leader in the facial care market globally.
Hollie Ferguson and Sarah Humphrey plan to produce two 30-second advertisements - one for a men's fragrance and one for a women's fragrance. They have decided on a sexy, fast-paced theme for both ads. They will also create a 20-second TV sponsorship sequence and a radio ad featuring dialogue to appeal to both genders. They have researched advertising techniques and plan to use upbeat music, fast editing, exotic locations, and intimate shots of attractive models to promote a glamorous lifestyle and sell the fragrances.
The document discusses Nivea's marketing plan for relaunching its Nivea For Men brand in the UK in 2008. The plan involved conducting market research, setting SMART objectives to increase sales and market share, and implementing marketing strategies including product development, experiential promotions using sports partnerships, and a mix of above and below-the-line advertising. Nivea evaluated the plan's success using key performance indicators showing increased sales, market share, and brand image ratings, demonstrating the plan met its targets.
Chanel was founded in 1909 by Coco Chanel and is known for revolutionizing women's fashion by replacing corsets with more functional yet flattering garments. Chanel has established itself as a premier luxury brand represented by iconic celebrities. The brand takes inspiration from past styles which it modernizes with simplicity. Chanel's No. 5 perfume, launched in 1921, was groundbreaking by combining floral and musk scents to create a fragrance for modern women. Advertisements for No. 5 emphasize the brand's elegance and minimalism.
Nikita Sanghvi presented a case study on the Nivea brand. Nivea started as a single skin cream product in Germany in 1912 and expanded its product range and global footprint over the decades. In the 1990s and 2000s, Nivea followed a sub-brand strategy with separate budgets and marketing for individual product lines, which weakened its unified brand image. A new CEO developed a brand philosophy in the 1990s to maintain Nivea's association with universality and implemented guidelines to communicate consistent brand values across all sub-brands and marketing. By 2005, Nivea had grown to 15 sub-brands while preserving its reputation as a skin care specialist.
Coca-Cola India has made CSR an integral part of its corporate agenda due to its large size and environmental impact. Its CSR initiatives focus on water conservation, sustainable packaging and recycling, community health programs, and economic development. However, some local communities have protested Coca-Cola's operations and alleged negative environmental impacts such as dropping groundwater levels. Coca-Cola responds to such allegations by highlighting its CSR activities and investments, as well as studies finding no evidence of overexploitation of local water resources.
Nestle Philippines Incorporated is a large food manufacturing corporation established in 1983 that manufactures instant coffee, milk, and noodles. It has 497 employees and is committed to helping communities through various social programs, including agronomy assistance for coffee farmers since the 1960s, health and nutrition programs, education initiatives, and environmental protection projects. Nestle also supports corporate social responsibility programs related to agriculture, education, community development, and environmental preservation.
Chanel is a privately held luxury goods and jewelry company headquartered in Greater New York City. It was founded in 1909 by Gabrielle "Coco" Chanel and is best known for its haute couture, perfumes, fashion accessories, and jewelry. Karl Lagerfeld has served as the creative director since 1983. Chanel targets both female and male customers across generations with products like bags, shoes, dresses, swimwear, watches, and fragrances. The company emphasizes fashion, accessories, and fragrances in its brand and expands globally while protecting its high-cost brand.