Dimensions Of Brand Marketing: Nivea India

Project Objective

The project objectives cascade down as follows:

• To understand Nivea India business and project context

• To understand the deodorant market in India

• To understand the Men’s deodorant market and the need gap

• Defining the marketing mix for the product for Nivea Men Deodorizer in the carton pump segment

• To help build best fit media plans

• Recommend and plan an integrated market communication with strategic objectives for new product development in the Indian market

Executive Summary

Nivea is a global skin and body-care brand that is owned by the German company Beiersdorf. In 1900, a water-in-oil emulsion as a skin cream with Eucerit, the first stable emulsion of its kind. This was the basis for Eucerin and later,

In this setup, the focus is on how the personality of a brand enables a consumer to express his or her own self through the use of brand. The below figure represents a Brand personality Framework:

Before recommending any media vehicle, it is important to understand the following:

Need for product development

• Introduction of a new sub-brand in the NIVEA MEN deodorant brand series was a business move to enter into the no alcohol category where most of the market was concentrated

• NIVEA has always been class apart basing all its brands on the core position of

removal of body odour is the basic need of the consumer when using any body spray.

2) Social Need: Any person wants to feel positive with the infusion of fresh fragrance. Also there comes the need of social acceptance, which might be fulfilled by presence of fragrance.

3) Emotional Need: The emotional need, which builds on functional and social needs, is Confidence. The consumer wishes to have that self-confidence by smelling good which in turn stems from the absence of body odour.

As discussed, most players in the deodorant industry provide fragrances, which mask the odour and try to fulfill the social need of the consumer without satisfying the basic expectation of removal of body odour.

Problems with current Deodorants and Potential Gap in consumer need

 “I apply my deodorant in the morning after a shower, but by the time I reach work I can feel my body odour appear”

 “I carry my deodorant with me wherever I go because I need to reapply it multiple times a day. This gets quite cumbersome. I wish there was a deo that lasted