CASE 11

Nivea – Managing the Legacy Brand

Sunil Gadgil, Director Marketing at Nivea India, was addressing his marketing team at an offsite strategy meet. It was raining heavily and Lonavala looked beautiful from the hills of Northpoint. The team was ecstatic and was eager to contribute in the Nivea journey. Sunil remarked that the market size of India’s beauty, cosmetic, and grooming market will reach $ 20 billion by 2025 from the $ 6.5 billion, with the rise in disposable income of the middle class and growing aspirations of people to live a good life and look good.1 This was surely a huge opportunity for Nivea brand in India.

Nivea had completed 100 years of its existence in 2011. The parent company Beiersdorf AG, Germany was a Rs. 37,600 ...

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