Nivea - Managing an Umbrella Brand

Case Studies in Business Marketing

ICMR HOME | Case Studies Collection

To download Nivea - Managing an Umbrella Brand case study (Case Code: MKTG087) click on the button below, and select the case from the list of available cases:

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG087 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges


Brand Management
Case Length : 13 Pages
Period : 1987-2003
Pub Date : 2003
Teaching Note : Available
Organization : Nivea
Industry : Cosmetics
Countries : Germany


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. The case examines in detail Beiersdorf's 'twin-strategy' of brand extension and globalization, which made Nivea the number one skin care brand in the world. It studies Beiersdorf's strong focus on innovation-led product development and customer-focused marketing, and examines the strategies taken by the company to ensure that brand dilution did not hamper the umbrella branding initiatives for Nivea.


• Management strategies which are aimed at cashing in on the equity of an umbrella brand.

• Rationale behind extending a successful brand into other related (and slightly unrelated) product categories.


  Page No.
An Ode to Nivea's Success 1
Nivea - Origin & Evolution 2
The Marketing Gameplan for Nivea 3
Innovations & Brand Extensions 4
The 'Global-Local' Strategy 7
The Beiersdorf Ownership Issue (And What it Means for Nivea) 8
Exhibits 11


Brand management strategies, German, Beiersdorf, Nivea, one-product brand, product categories, 300 products, twin-strategy, brand extension, innovation-led product, customer-focused marketing, brand dilution

Nivea - Managing an Umbrella Brand - Next Page>>


Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.