Nivea Campaign

1)What is the goal of Nivea’s global brand campaign?
This brand campaign is aiming to create a unified brand appearance across all categories and all media.

2)Why does Nivea reposition and re brand itself?
Nivea reposition in order to increase brand popularity and awareness.

3)Identify the core market, the semi-periphery markets and the periphery markets?
Core market: Europe. Semi-periphery market: Russian, Brazil, China. Periphery: Africa, Middle East.

4)What are the core elements of the media strategy?
The German campaign, that is expected to run until mid September, includes 45 second image-spots on big private television channels, and eight page spreads in weekly and fortnightly women's magazines as well as targeting the main news magazines.
The campaign will also be present at the point of sale, with its images, language and layout being integrated into the Nivea shop-in-shops (areas in stores that contain all 500 products in the range) and so called Blue Walls (self service blocks displaying a collection of Nivea products in supermarkets and beauty stores).

5)What are the components of the message strategy? (Message theme/slogans)
‘Beauty is Love’, ‘Beauty is Moment’, and ‘Beauty is care’.

6)What type of global marketing research did Nivea conduct? Define consumer insights?
Interviews- (Focus Groups)

7)Describe Beiersdorf’s marketing and advertising strategy in the Middle East?
In the Middle East the campaign will be run in four languages, English, French, Arab, and Farsi and will include both local and international figureheads in an attempt to increase brand popularity and awareness.