To build a model for Nivea to establish it as an Ambitious and Premium Personal Care Brand Target Group : Understanding Consumer Demographics : Middle Class, Male and Female, Young Professionals (Age>18 years) Psychographics : Beauty Conscious, Love Fragrances, aspiring to use global products Behavioral Characteristics : People looking for fresh, rejuvenating experience of bathing to start or after a long day Brand Identity and USP Brand Positioning with the use of BCG Matrix • Nivea globally is the brand that has its presence in around 20 product categories in more than 50 countries. • Nivea has huge brand recall and equity. • Sells products with a lot of variety available, which allows customers to select the product variety that best suits them. • Its products are perceived to be of higher quality than that of competitors. Therefore, customers are willing to pay a higher price for these. • Sells products that are famous for its traditional design that is also practical for customers to use. Smooth dry skin, Rejuvenating Indulgence, Irresistible to touch Channel Strategy Gaps Identified in Product Perception Growth Drivers based on Secondary Research Nivea needs to produce longer lasting fragrances Bodywash Market • 2018 2023 INR 3060 mn 16.5% Growth INR 6784 mn 18.2% Growth 55% people indicated fragrance is one of the major factors to determine premiumness • 52% people prefer shower gel over soaps • 70% would try shower gel if marketed well 50% Indian Population younger than 25 years, aspiring youth, independent people tend to try new products if they are marketed well Should extend additional benefits for purchasing its products that include warranties, delivery and credit, after-sales service, helpline services etc. Nivea faced criticism over ad campaigns which were termed as racist by a few people Fierce marketing from competitors while Nivea still lies on lazier front. Nivea Products to focus on Nivea Refresh Shower Gel Nivea Cool Kick Shower Gel Nivea Men Shower Gel Nivea Vitality Fresh Shower Gel Nivea Colour and Care Red Nivea Strawberry Shine Nivea Soft Rose Nivea Blackberry Shine • Bricks and Sticks to increase the number of touch points with the consumers and to establish a better direct connection with them • Strategic Placement of ads on Youtube, Netflix, Hotstar and other OTT platforms • Introducing Flash Sale for limited time to elicit interest • Should hire influencers on social media such as bloggers or popular TV/movie stars and include them in its advertisements. • Should collect feedback from its customers regarding its packaging so that it could improve on this. • Should set up its own stores where it provides a shopper-friendly environment and ambience, encouraging its customers to purchase its products.