11
Beiersdorf (Subject) / Company & Industry Information (Lesson)
Advertisement
- Company products and brands bla NIVEA: Persona: proximity, security, reliable skin care 7 countries Europe most trusted brand Facial care, hair care, NIVEA deo, NIVEA men, NIVEA body, NIVEA sun, NIVEA for kids & babies, lip care created 1911 in a laboratory in Hamburg by Dr. Oscar Troplowitz and Prof. Paul Gerson Unna. Laboratory was founded by Paul C. Beiersdorf but bought by Troplowitz Name of word NIVIS - snow, because of the colour over years: always responsive to customers; TV spots (50-60s) fun, new lifestyle, 1936 NIVEA accompanying the family in every situation Guerilla marketing activities: 2012 in France Q10 lotion, girl tries it on street, then weird things happen in the end guy on a white horse Eucerin (hautnah) skin care that shows Patent for the discovery of Eucerin (skin care agent that is also contained in NIVEA) 1902 by Dr Isaac Lifschütz Lifschütz sold the patent to Beiersdorf and worked in the company as a chemist For more demanding skin A pharmaceutical product Available only in farmacies PH5 Eucerin was first product Body lotions were launched but focus remains face anti-aging Persona: smart, reliable, helpful La Prairie Anti-aging Persona: luxury, innovative, scientific, conservative Using science to slow-down skin aging process make-up, masks, serums, perfume, body lotions anti-aging foundation (make-up) 103 € swiss clinic for skin therapy acquired by Beiersdorf 1991 sales channel: perfumery and exclusive beauty shops (e.g. Douglas) Labello 2 years older than NIVEA 1909 When I need a chapstick I say I need a "labello" - in the mind of customers Especially innovative about Labello apart from its formula for lip care was the packaging (until then it was always inconvenient) After first world war: scarcity in raw-materials; refill of tin packaging - responsiveness 1930 already in 30 countries today more than 20 labello products worldwide in some countries under the NIVEA lip care brand Persona: young, cheerful, energetic, impulsive Hansaplast band-aid that helps cure Persona: reliable, security patent registered by Paul Carl Beiersdorf, Hansaplast was the basis for the foundation of the Beiersdorf company Leukoplast before Hansaplast; 1922 Hansaplast was introduced and revolutionized the market because it could be used on open wounds Continuous innovation & product development (water band-aid, kids band-aid etc...) sister brands: Elastoplast & Curitas (in other markets) Band-aid, footcare, heat therapy for muscle injury, joint bandage, creams and other products for wound care Supermarkets, drugstore Florena Natural skin care since 150 years Persona: natural, reliable, calm/quiet, fair price, feel comfortable, uncomplicated skin care, organic 2002 bought by Beiersdorf Since 1980 also for men Creams: 3-10 € what's your favourite place in the nature (3 mins youtube video) 8x4 Deo sprays and desodorants without aluminium Persona: reliable, versatile (many different tastes), young, hip As strong as a deodorant – as intoxicating as a perfume started as bath soap 1951 and ended as a unique desodorant First deodorant product that killed bad smelling bacteria First deoproducts in Germany After second world war economic upturn; feeling and smelling well was important Price: € 1,15 dm men & women strong influencer/digital campaign - #8x4 festival with videos atrix hand creme Persona: reliable parnter intensive protection & care for hands (especially before and after work) 1955 1,75 € dm online
- Corporate values bla CARE: act responsibly towards colleagues, consumers, brands, society and environment Products: fair sourcing Planet: waste, energy efficiency, responsible water use People: social projects, employees, stakeholder engagement SIMPLICITY: strive for clarity and consistency, make decisions quickly and pragmatically COURAGE: committed to bold objectives, take initiative, learn from mistake, see change as opportunity TRUST: say what we mean and keep our promises, reliable
- Beiersdorf challenges and opportunities bla Beiersdorf Opportunities: Very strong brands - consumer trust Strongest market is Western Europe Expansion & focus on emerging markets Expansion to Lagos, Thailand and Brazil (with production site) in 2017 Leverage potential of Eucerin, La Prairie and Hansaplast and make these brands just as successful as NIVEA digitalization - want to become a pioneer eCommerce is booming for Beiersdorf especially in the USA (20% of sales of La Prairie in USA came only from eCommerce) important plattforms are Amazon and JD in China (an important market) Digitalization allows Beiersdorf to engage closer with their consumers; communicate with them Beiersdorf Challenges: production capacity needed in order to be responsive with local consumer tastes in emerging markets local responsiveness vs. global integration problem Digitalization - build an infrastructure to be data-driven Political & economic uncertainties especially in emerging markets problem for sourcing - work with strategic partnerships on supplier side in order to mitigate continuously changing consumer patterns and expectations and social media as a tool to mitigate In the era of digitalization data protection and regulations in the EU becomes a major problem
- Current industry news bla
- Company goals - The Blue Agenda bla Blue Agenda: Strategic program focusing on brands, increasing innovative power, expanding presence in emerging markets and dedicated employees Be number 1 skin care company in our relevant markets and categories (Skin care, closest to market) Combine leading brands, big innovations and world-class advertising (shopper connectivity) We are small and act with maximum focus, speed and efficiency (fast & flexible, lean & efficient) Unique - values, culture, top talent, one team be the number one in skin care in our relevant markets and categories Beiersdorf stands for strong brands and innovative products Be as close to markets and consumers as possible while at the same time remaining efficient
- What do you know about Beiersdorf? Beiersdorf is a German-based FMCG company that has a history of over 130 years of building some of the most trusted skin-care and beauty brands and registering break-through innovations in the skin-care and body care business in the last century. Today Beiersdorf is present worldwide and holds such famous brands as NIVEA, Eucerin, Labello, La Prairie, Hansaplast (Florena, 8x4 and atrix) in their portfolio. Tesa is Beirsdorf's daughter focusing on consumer adhesives and is considered as a separate business unit. Beiersdorf's most successful brand NIVEA is recongized in 7 European countries as the most trusted skin care brand.
- Why was Beiersdorf in the news for the last time? Beiersdorf makes equity investment into S-Biomedic to join forces in order to drive the future of skin care S-Biomedic is a Belgium-based life science research company that explores microbiome, a skin bacteria that, when unbalanced, can lead to skin irritations and skin problems Cooperation in research & innovation
- Company history bla
- Company overview bla
- Current company news Partnership with S-Biomedic Beiersdorf had positive organic sales growth in Q1 2018 - above industry average which is also due to their excellent brand reputation & recognition Beiersdorf expands its eCommerce presence in China (beyond traditional platforms such as JD and Alibaba, e.g. Kaola)
- Advertisement
- Innovations by the company 2017 launch of nivea sun protect & care; easier to wash off straints from UV filters of clothing - growth driver 8x4: 1955 first deodorant in Germany without aluminium 1901 Leukoplast; 1922 Hansaplast