Managing an Umbrella Brand free essay sample

The brands had to be available in at least 15 of the countries studied; the same name had to be used in at least three product categories and meet franchise in at least three of the five geographical regions. In its home country Germany, too, many of Nivea’s products were the market leaders in their segments. This market leadership status translated into superior financial performance. Between 1991 and 2001, Nivea posted double-digit growth rates every year. For 2001, the brand generated revenues of â‚ ¬2. 5 billion, amounting to 55 per cent of the parent company’s (Beiersdoft) total revenue for the year. The 120-year-old, Hamburg-based Beiersdoft has often been credited with meticulously building the Nivea brand into the world’s number one personal care brand. According to a survey conducted by ACNielsen in the late 1990s, the brand had a 15 per cent share in the global skin care products market. While Nivea had always been the company’s star performer, the 1990s were a period of phenomenal growth for the brand. We will write a custom essay sample on Managing an Umbrella Brand or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page By successfully extending what was essentially a ‘one-product wonder’ into many different product categories, Beiersdoft had silenced many critics of its umbrella branding decision. The marketing game for Nivea Millions of customers across the world have been familiar with the Nivea brand since their childhood. The visual (colour and packaging) and physical attributes (feel, smell) of the product stayed on in their minds. According to analysts, this led to the formation of a complex emotional bond between customers and the brand, a bond that had strong positive under-tones. According to a superbrands. com. my article, Nivea’s blue colour denoted sympathy, harmony, friendship and loyalty. The white colour suggested external cleanliness as well as inner purity. Together, these colours gave Nivea the aura of an honest brand. To customers, Nivea was more than a skin care product. They associated Nivea with good health, graceful ageing and better living. The company’s association Nivea with many sporting events, fashion events and other lifestyle-related events gave the brand a long-lasting appeal. In 2001, Franziska Schmiedebach, Beiersdoft’s Corporate Vice President (Face Care and Cosmetics), commented that Nivea’s success over the decades was built on the following pillars: innovation, brand extension and globalization (see Table 4 for the brand’s sales growth from 1995-2002) Table 4 Nivea: worldwide sales growth (%) The first major extension was launch of ‘Nivea For Men’ aftershave in the 1970s. Unlike the other aftershaves available in market, which caused the skin to burn on application, Nivea For Men soothed the skin. As a result, the product became a runaway success. The positive experience with the aftershave extension inspired the company to further explore the possibilities of brand extensions. Moreover, Beiersdoft felt that Nivea’s unique identity, the values it represented (trustworthiness, simplicity, consistency, caring) could easily be used to make the transition to being an umbrella brand. The decision to diversify its product range was also believed to have influenced by intensifying competitive pressures. L’Oreal’s Plenitude range, Procter Gamble’s Oil of Olay range, Unilever’s Pond’s range, and Johnson Johnson’s Neutrogena range posed stiff competition to Nivea. Though Nivea was the undisputed market leader in the mass-market face cream segment worldwide, its share was below Oil of Olay’s, Pond’s and Plenitude’s in the US market. While most of the competing brands had a wide product portfolio, the Nivea range was rather limited. To position Nivea as a competitor in a larger number of segments, the decision to offer a wider range inevitable. Beiersdoft’s research centre—employing over 150 dermatological and cosmetics researchers, pharmacists and chemists—supported its thrust on innovations and brand extensions. During the 1990s, Beiersdoft launched many extensions, including men’s care products, deodorants (1991), Nivea Body (1995), and Nivea Soft (1997). Most of these brand extension decisions could be credited to Rolf Kunisch, who became Beiersdoft’s CEO in the early 1990s. Rolf Kunisch firmly believed in the company’s ‘twin strategy’ of extension and globalization. By the beginning of the twenty-first century, the Nivea umbrella brand offered over 300 products in 14 separate segments of the health and beauty market (see Table 5 and Figure 2 for information on Nivea’s brand extensions). Commenting on Beiersdoft’s belief in umbrella branding, Schmiedebach said, ‘Focusing your energy and investment on one umbrella brand has strong synergetic effects and helps build leading market positions across categories. A noteworthy aspect of the brand extension strategy was the company’s ability to successfully translate the ‘skin care’ attributes of the original Nivea cream to the entire gamut of products. Table 5 Nivea: brand portfolio CategoryProducts Nivea Bath CareShower gels, shower specialists, bath foams, bath specialists, soaps, kids’ products, intimate care Nivea Sun (sun care)Sun protectio n lotion, anti-ageing sun cream, sensitive sun lotion, sun-spray, children’s sun protection, deep tan, after tan, self –tan, Nivea baby sun protection Nivea Beaute (colour cosmetics)Face, eyes, lips, nails Nivea For Men (men’s care)Shaving, after shaving, face care, face cleansing Nivea Baby (baby care)Bottom cleansing, nappy rash protection, general cleansing, moisturizing, sun protection Nivea Body (body care)Essential line, performance line, pleasure line Nivea CremeNivea creme Nivea DeodorantsRoll-ons, sprays, pump sprays, sticks, creams, wipes, compact Nivea Hand (hand care)Hand care lotions and creams Nivea Lip CareBasic care, special care, cosmetic care, extra protection care Nivea Visage (face care)Daily cleaning, deep cleaning, facial masks (cleaning/care), make-up remover, active moisture care, advanced repair care, special care Nivea Vital (mature skin care)Basic face care, specific face care, face cleansing products, body care Nivea SoftNivea soft moisturizing cream Nivea Hair CareHair care (shampoos, rinse, treatment, sun); hair styling (hairspray and lacquer, styling foams and specials, gels and specials) Figure 2 Nivea Universe The company ensured that each of its products addressed a specific need of consumers. Products in all the 14 categories were developed after being evaluated on two parameters with respect to the Nivea mother brand. First, the new product had to be based on the qualities that the mother brand stood for and, second, it ha to offer benefits that were consistent with those that the mother brand offered. Once a new product cleared the above test, it was evaluated for its ability to meet consumer needs and its scope for proving itself to be a leader in the future. For instance, a Nivea shampoo not only had to clean hair, it also had to be milder and gentler than other shampoos in the same range. Beiersdoft developed a ‘Nivea Universe’ framework for streamlining and executing its brand extension efforts. This framework consisted of a central point, an inner circle of brands and an outer circle of brands (see Figure 2) The centre of the model housed the ‘mother brand’, which represented the core values of trustworthiness, honesty and reliability. While the brands in the inner circle were closely related to the core values of the Nivea brand, the brands in the outer circle were seen as extensions of these core values. The inner-circle brands strengthened the existing beliefs and values associated with the Nivea brand. The outer circle brands, however, sought to add new dimensions to the brand’s personality, thereby opening up avenues, for future growth. The ‘global-local’ strategy The Nivea brand retained its strong German heritage and was treated as a global brand for many decades. In the early days, local managers believed that the needs of customers from their countries were significantly different from those of customers in other countries. As a result, Beiersdoft was forced to offer different product formulations an packaging, and different types of advertising support. Consequently, it incurred high costs. It was only in the 1980s that Beiersdoft took a conscious decision to globalize the appeal of Nivea. The aim to achieve a common platform for the brand on a global scale and offer customers from different parts of the world a wider variety of product choices. This was radical departure from its earlier approach, in which product development and marketing efforts were largely focused on the German market. The new decision was not only expected to solve the problems of high costs, it was also expected to further build the core values of the brand. To globalize the brand, the company formulated strategies with the help of a team of ‘international’ experts with ‘local expertise’. This team developed new products for all the markets. Their responsibilities included, among others, deciding about the way in which international advertising campaigns should be adapted at the local level. The idea was to leave the execution of strategic decisions to local partners. However, Beiersdoft monitored the execution to ensure that it remained in line with the global strategic plan. This way, Beiersdoft ensured that the nuances of consumer behaviour at the local level understood and that their needs were addressed. Company sources claimed that by following the above approach, it was easy to transfer know-how between headquarters and the local offices. In addition, the motivation level of the local partners also remained on the higher side. The company established a set of guidelines that regulated how the marketing mix of a new product/brand was to be developed. These guidelines stipulated norms with respect to product, pricing, promotion, packaging and other related issues. For instance, a guideline regarding advertising read, ‘Nivea advertising is about skin care. It should be present visually and verbally. Nivea advertising is simple, it is unpretentious and human. ’ Thus all advertisements for any Nivea product depicted images related to ‘skin care’ and ‘unpretentious human life’ in one way or the other. The company consciously decided not to use supermodels to promote its products. The predominant colours in all campaigns remained blue and white. However, local issues were also kept in mind. For instance, in the Middle East, Nivea relied more on outdoor media as it worked out to be much more cost-effective. And since showing skin in the advertisements went against the region’s culture, the company devised ways of advertising skin without showing skin. Many brand management experts have spoken of the perils of umbrella management, such as brand dilution and the lack of ‘change’ for consumers. However, the umbrella branding strategy worked for Beiersdoft. In fact, the company’s growth was the most dynamic since its inception during 1990s—the decade when the brand extension move picked up momentum. The strong yearly growth during the 1990s and the quadrupling of sales were attributed by company sources to the thrust on brand extension. Questions: 1. Discuss the reasons for the success of the Nivea range of products across the world. Why did Beiersdoft decide to extend the brand to different product categories? In the light of Beiersdoft’s brand extension of Nivea, critically comment on the pros and cons of adopting an umbrella branding strategy. Compare the use of such a strategy with the use of an independent branding strategy. 2. According to you, what are the core values of the Nivea brand? What type of brand extension framework did Beiersdoft develop to ensure that these core values id not get diluted? Do you think the company was able to protect these core values? Why/why not? 3. What were the essential components of Beiersdoft’s global expansion strategy for Nivea? Under what circumstances would a ‘global-strategy-local execution’ approach be beneficial for a company? When and why should this approach be avoided?

How to Make Your Essay Topics Stand Out

How to Make Your Essay Topics Stand OutTexas Bar Exam essay topics are often one of the first things the instructor will ask you to write. They are also one of the most important parts of the entire test. They should be written with careful consideration to your academic background and abilities.Keep in mind that essay topics are given to determine how well you can think, reason, analyze, and express yourself through prose. This is particularly true when they are evaluating you on the accuracy of facts or an ability to present a solid argument. Essay topics help your Texas Bar essay score to reflect your true potential.When writing the essay, the points should be phrased in a way that draws attention to certain elements such as wording and grammar. You want to be able to make a point, but you do not want to take too much attention away from the essay. Being vague about your ideas can cause the reader to lose interest. The points should be presentable, but not overbearing.Texas law sc hools typically have essay writing guides to assist students. These guides are invaluable because they will give the students valuable insight into how to create essays that do not bore the reader or even simply get lost in the shuffle. The guide will provide you with the methods to which a reader tends to develop interest and how they are able to read the material in a way that supports the author's point.An example of a good Texas law school guide is one that is of a book-length nature. It is made up of two or three sections. One part will contain the introduction of the essay body. This section should present the basic points that should be presented in the essay and should offer the reasons why it should be organized in this way.Some other tips for essay topics are to include short paragraphs that will build a more descriptive and sophisticated look into your idea. This will make the essay more likely to be read and understood. Add transitions between chapters that relate to you r points, and then finally a conclusion. Doing this will provide a better understanding of the entire idea.The content of the essay will be based on the grade that is earned by the student's project. Essay topics that are less than stellar are usually eliminated and those that are highly important will be promoted to higher grades. Your test materials will be filled with essay topics that you have written that reflect your skills.Each class will have its own test format. Be sure to study the outline for the test to make sure that you are familiar with what it will look like. There may be some content areas that are just standard. You may find that there are essay topics that focus on some specific law or facts that are pertinent to your chosen area of study.

Free Essays on Energy Sources For You Home And Automobile In The Year 2050

How many times a day do you use a source of energy? Practically every minute of everyday we use some such source. Weather it is heating your home or driving your car, you have used some sort of chemical reaction to accomplish it. During the last century, most energy sources have been what we call fossil fuels, or non-renewable sources of fuel. These semi-common molecules contain mostly long chains of the atom carbon. Fuels such as coal, petroleum, propane, and natural gas are included in this group. The problem with these fuels is that when combusted, produce carbon monoxide and carbon dioxide, or commonly known as greenhouse gasses. Many new and cleaner systems are being developed for use in upcoming years, hopefully to replace the commonly used fuels that we rely on today. Hydrogen, the most abundant material in the universe, is a great source of energy though it is seldom found in a pure form on earth. The only by-product of its oxidation is water vapor (4H +O2 = 2 H2O). Small amounts of nitrogen oxides and unburned hydrocarbons are also released when run in an engine due to engine lubricants, but no carbon dioxide is produced. Hydrogen is mostly created by breaking down hydrocarbon fuels either by electrolysis of water or photolysis. Electrolysis is the process of splitting water into hydrogen and oxygen by using electricity. Photolysis is described simply as chemical decomposition. The problem we are having with hydrogen fuel systems is the storage required. Compared to a gasoline powered automobiles, liquid hydrogen would require eight times the amount of storage plus would require a refrigeration system. Compressed hydrogen would require almost six to ten times more storage. Another source being explored that has a high potential is ethanol or grain alcohol. It is clear, colorless, and an odor that fits it. It is said to have a sweet flavor, but can burn in a concentrate form. Ethanol, or CH3CH2OH, is... Free Essays on Energy Sources For You Home And Automobile In The Year 2050 Free Essays on Energy Sources For You Home And Automobile In The Year 2050 How many times a day do you use a source of energy? Practically every minute of everyday we use some such source. Weather it is heating your home or driving your car, you have used some sort of chemical reaction to accomplish it. During the last century, most energy sources have been what we call fossil fuels, or non-renewable sources of fuel. These semi-common molecules contain mostly long chains of the atom carbon. Fuels such as coal, petroleum, propane, and natural gas are included in this group. The problem with these fuels is that when combusted, produce carbon monoxide and carbon dioxide, or commonly known as greenhouse gasses. Many new and cleaner systems are being developed for use in upcoming years, hopefully to replace the commonly used fuels that we rely on today. Hydrogen, the most abundant material in the universe, is a great source of energy though it is seldom found in a pure form on earth. The only by-product of its oxidation is water vapor (4H +O2 = 2 H2O). Small amounts of nitrogen oxides and unburned hydrocarbons are also released when run in an engine due to engine lubricants, but no carbon dioxide is produced. Hydrogen is mostly created by breaking down hydrocarbon fuels either by electrolysis of water or photolysis. Electrolysis is the process of splitting water into hydrogen and oxygen by using electricity. Photolysis is described simply as chemical decomposition. The problem we are having with hydrogen fuel systems is the storage required. Compared to a gasoline powered automobiles, liquid hydrogen would require eight times the amount of storage plus would require a refrigeration system. Compressed hydrogen would require almost six to ten times more storage. Another source being explored that has a high potential is ethanol or grain alcohol. It is clear, colorless, and an odor that fits it. It is said to have a sweet flavor, but can burn in a concentrate form. Ethanol, or CH3CH2OH, is...

How Extracurriculars Can Boost Your College Application

At we meet many students with stellar college admissions profiles. But those who set themselves apart do so through their extracurricular efforts. College admissions officers use GPA and standardized test scores as metrics to determine how well a candidate stacks up to their school’s admissions criteria, but neither area offers much in terms of ways to truly differentiate your college application. An outstanding extracurricular profile can truly set your application apart from the pack. It is important to use extracurriculars as a means to genuinely convey to admissions officers who you are, and where your interests, strengths, and passions lie. You may already be involved in a wide range of extracurriculars early on in high school, and if so, that is excellent. Depending on your continued enthusiasm in each one of them, it may be a good idea to take time to consider if it would be in your best interest to explore some new areas in addition to or instead of the areas in which you are currently involved. One practical way to approach this is to take a broad look at the extracurricular opportunities your school community and communities outside of school offer. Self reflection and an open mind can help you discover areas that you have a real interest in exploring. If you happen to be involved in certain activities that you either no longer enjoy or feel as though are not helping your personal growth and future goals, it is completely acceptable to let these go. Simply choosing for the sake of adding another activity to your resume is not the approach to take. It is far more advantageous to pursue a few highly focused areas that you are passionate about and make a strong impact than it is to involve yourself in more areas merely at a surface level. Admissions officers see right through resumes that are padded with activities just for the sake of pretending that a great deal was accomplished over the last four years. What they are looking for is demonstrated interest in areas that are central to who you are and what you can bring to their campus. When you sign up for our program, we carefully pair you with the perfect admissions specialist based on your current academic and extracurricular profile and the schools in which you’re interested. Your personal specialist will help you with branding, essays, and interviews, and provide you with support and guidance in all other aspects of the application process.

Crisis and Expansion Essay Example | Topics and Well Written Essays - 1000 words

Crisis and Expansion - Essay Example Critics have argued that the Manifest Destiny was a disputed concept that many famous Americans such as Ulysses S. Grant, Abraham Lincoln, as well as a majority of the Whigs rebuffed it. American expansionism did not signify an American consensus, but it aggravated bitter dispute in the national polity. Countrywide, perhaps most Democrats, people endorsed the Manifest Destiny, but a majority of the Whigs strongly rejected it. Manifest Destiny offered the rhetorical tone for the biggest acquisition of United States territory (Adams 35). It was utilized by Democrats in the mid-1800s to defend the Mexican war, and it was also applied to split the Oregon with Britain. However, the Manifest Destiny always crawled along due to its internal restrictions, as well as the issue of slavery. It never turned into a nationwide priority (Adams 35). By 1843, John Quincy Adams, formerly a key ally, had changed his view and rejected the Manifest Destiny since it meant the extension of slavery in Texas (Greenberg 97). From the onset of the Manifest Destiny—huge in the plan, in its sense of continentalism—is had a small number of supporters (Greenberg 98). It missed sectional, national or party following proportionate with its size. The basis was it did not echo the nationwide spirit (Greenberg 98). The idea that it reflected nationalism is supported by little evidence. The Manifest Destiny was, at all times, a very general idea instead of a precise policy (Adams 35). There was never any principle describing the manifest destiny. Nonspecific but intensely felt, the manifest destiny was a feeling of certainty in the decency and value of imperialism, which complemented other accepted thoughts of that period, including Romantic nationalism and American exceptionalism (Greenberg 98). Andrew Jackson, who talked of expanding the field of freedom, characterized the conflation of Americas likely greatness, the country’s

Adolescent Student Attitudes Towards Mathematics Essay

Adolescent Student Attitudes Towards Mathematics - Essay Example Mathematics not only helps one individual in building his skills but also teaches one individual how to use them in his practical life. Keeping the importance of mathematics in mind this subject is compulsory in almost all sorts of education systems. As this subject is compulsory for everyone some students face difficulties while studying it while some do not. However the subject of Mathematics is considered the most difficult one by the students too. The pace of learning of a student depends on many factors. A student's attention should be focused on the topic he is learning. The attitude of learner and the environment in which he is studying are the major factors of his learning process. In this article, I would further discuss the attitude of students and their environment and background in detail to find out the reasons of changing attitudes of students towards mathematics. Students' background means the situations and conditions of their daily routine and their relation to their home. In contrast, the attitude of the students talks about their awareness, approach and feelings about mathematics. It is observed that the situations in the home make the base of the students' future formal learning either strong or weak. A student always needs his mother, who is known to be the first teacher of a child, to help and guide him in solving complex mathematics topics and questions. The understanding, feeling and concerns of students' also play a magnificent role in their progress of learning a particular subject. The pace of learning and level of understanding of a particular subject can be determined and assessed properly if these factors are kept in mind. Many researches have evaluated the result that students' personal and family background contribute to a great extent in the accomplishment of their goals including their success in mathematics. The changing attitudes of students towards mathematics and other studies also depend on their social life. Certain questions must be answered to understand why their attitude changes. Q1: Are their any resources available for the students at their home If so what are they and if not what would be the effect How does it affect their attitudes Home has been verified to be the greatest support for the students to carry good marks along with the willingness to study further and more efficiently. The environment provided to the student greatly influences the student to focus on his studies. Mathematics, being a complex subject for the students, requires attention and time. A student having an educational environment at home is observed to be more competent in his studies than the student having a less-educated environment around him. The learning opportunities, physical and mental relaxation and the peaceful environment of home play a great role in the success of a learner. A number of researches have already shown the positive relationship of learning accomplishments and home issues. The availability of books makes the first impression and acts as the first motivation for the student to work hard in his studies. The students follow the path of their parents and elders. Although books are believed to be the fundamental learni ng resources, other support stuff are thought as supplements which provide ease in the learning particularly that of mathematics. Such materials are calculators, computers, laptops, dictionaries, guidebooks and study tables. The educational qualification of parents also affects the students' academic life. If the parents are well educated and know the importance of education they would always emphasize on the students' learning. Mathematics needs a lot of attention and

The Importance of the Sonnet in William Shakespeares Romeo and Juliet

Although Shakespeare’s Romeo and Juliet is a tragedy of two young lovers caught in the whirlpool of their own youthful passion, it is also a tragedy of two young people at the mercy of a feud not of their making and of fateful events over which they have no control. Regardless of our individual response to this play, we have a common response of deep sadness over the senseless deaths of the two young lovers. Regardless of the cause of the tragic events, we are on their side. Â   There are several ways to think about Romeo and Juliet, but recent discussions of the play look at the form and language of love that Shakespeare uses and how his use of one particular form, the sonnet, enhances our sense of the play. By directing our attention to the sonnet qualities in Romeo and Juliet, we are able to discern a growing maturity in these two characters, one which, especially in the case of Juliet, belies their untried youth. This article will examine how the sonnet conventions found in Romeo and Juliet reflect the play's stance on young love as well as how Juliet's resistance to the sonnet reveals a character that allows her to endure the desertion of virtually everyone around her. Â   The sonnet is a fourteen-line love poem. Perfected by the Italian Petrarch in the fifteenth century, the form followed certain conventions. The subject matter was that of unrequited love. The sonneteer would write a cycle of sonnets dedicated to a woman, his "sonnet lady," whom he knew only from afar, who was unavailable, whose very presence changed one's earthly existence into heaven. The fourteen-line sequence was often marked by a reversal, a "turn" between the first eight and the last six lines. Frequently, the turn would move from the ph... ...m to abandon Juliet in the tomb of her dead ancestors with the body of Romeo. Throughout the chaos that occurs when the tragedy in the tomb is discovered by the outside world, Juliet remains firm and resolute, a stark contrast to the confusion that even spills into the streets of Verona: "For I will not away" (5.3.160). Preferring death to the hostile world around her, she stabs herself with Romeo's dagger. Â   Although we see the chastened adults receive their greatest punishment, the deaths of their children, it seems far too great a price to pay for the settling of a feud. Our hearts remain with Romeo and Juliet, who found passion in love rather than in hatred and who matured far beyond their adult role models. Â   "This thou perceiv'st, which makes thy love more strong To love that well, which thou must leave ere long." -- Sonnet 73 Â   Â