NIVEA _ S chm sc nh nhng cho ln da

Trong mt th trng cnh tranh khc lit v cc i th ua nhau cho ra i sn phm mi hng nm ginh s ch t khch hng, NIVEA vn lun l thng hiu chm sc da v v sinh c th hng u trn ton th gii. 1. GII THIU V NIVEA Lch s hnh thnh: Thng 12/1911, mt sn phm kem chm sc da lu i v ni ting nht th gii NIVEA ra i. NIVEA to nn t s phi hp ng b gia nghin cu, sng to v ti lnh o kinh doanh ca b ba ti nng gm Tin s Oscar Tropowits, Gio s Paul Gerson Unna v tin s Issac Lifschutz. H ng dng Eucerit lm nn tng to nn mt loi m phm dng kem bi mi u tin trn th gii NIVEA. Cht lng tuyt ho, sn phm lun p ng nhu cu ca khch hng ti mi thi im v phng php tip th qung co khng ngng c ci tin l nhng yu t gp phn vo thnh cng ca thng hiu NIVEA v gip gi cho thng hiu lun tr trung, hp dn v quen thuc vi mi ngi, ng thi cng gip cng c nhng gi tr nn tng ca thng hiu l s du dng, nh nhng v ng tin cy. Trong sut nhng nm 70 v nhng nm 80, phn nhnh kinh doanh m phm dng da ca BDF m rng thnh cng thng hiu NIVEA t mt s t sn phm - NIVEA kem, sa, x phng v chng nng-thnh mt dng sn phm chm sc da v chm sc c th hon chnh.

Trong nhng nm u TK 20, NIVEA Crme a cc sn phm kem dng da ra khi nhng t knh cc ca hng sang trng v n vi cc khch hng bnh dn khc. NIVEA l hng u tin sn xut m phm i tr. u nhng nm 1990, NIVEA l mt thng hiu ton cu vi mt danh mc sn phm rng phc v nhiu phn khc th trng khc nhau. Cng ty s hu mt thng hiu ng ngng m v c nhn bit rng ri. Cng vo thi gian ny, NIVEA cng gii thiu mt khm ph khoa hc mi mt cht chng lo ha Q10. Khm ph ny to thnh cng ln v cht Q10 ny c a vo thnh phn ca nhiu sn phm i din cho nhiu thng hiu con ca NIVEA. S pht trin ca trong sut nhng nm 90 c phn nh bi doanh s bn ca n. Gia nm 1990 v nm 2001, doanh s bn tng t 660 triu ln 2,2 t . Cc sn phm kem NIVEA c gii thiu rng khp Chu u vo nm 1912, NIVEA Creme c gii thiu ln u tin c vo nm 1912, M nm 1922, v Nam M cng nh nhng ni khc trn th gii vo nm 1926. Nm 1925, NIVEA li mt ln na ghi tn mnh vo lch s nghnh tip th khi tn trang ton b hnh nh thng hiu ca mnh- mt thng hiu u tin trn th gii c gii thiu li mt ln na. Gia thp nin 90, mt ln na NIVEA li xoay chuyn hon ton cc din ca th trng m phm chm sc da khi cho ra i lot sn phm NIVEA Vital face Chu u, y l sn phm u tin dnh cho cc khch hng ln tui. V qung co ca sn phm ny li l mt bc ngot t ph mi khi s dng hnh nh ca cc ph n trung nin- mt

iu trc y hu nh l tuyt i cm k trong qung co m phm. Nm 2000, NIVEA c xp hng l thng hiu m phm s 1 ti nhiu th trng Chu u, bt k th trng no khc NIVEA lun ng trong top 3. n nay, cc sn phm NIVEA c mt trn nhiu quc gia v c khch hng tuyt i tin tng. Tuy vy cng ty NIVEA cn c nhiu thch thc ln nh l tip tc tm kim nhng th trng mi v pht trin nhng sn phm mi m vn tri rng thng hiu. Hn na, cng ty cn cn phi m bo rng hnh nh ca NIVEA s khng b xm phm v c cng c bi nhng pht trin ny. Cng ty cn cn phi cn nhc xem nn u t vo u cho ti sn thng hiu m cng ty n lc nhiu t c v nn theo ui chin lc thng hiu con hay by ci tn ni ting ca n bng cch khc. Sn phm cng ty: Sn phm ca cng ty gm 3 nhm sn phm nh sau: Chm sc da NIVEA Creme NIVEA Body NIVEA Soft NIVEA Hand NIVEA Sun NIVEA Baby Chm sc da mt/ M phm NIVEA Visage NIVEA Vital NIVEA Beaute NIVEA Lipcare NIVEA for Men Chm sc c th NIVEA Deo NIVEA Bath Care NIVEA Hair Care

NIVEA

Chm sc da
2. H thng cp bc ca thng hiu NIVEA

N Creme

C.Sc da mt/ M phm

Chm sc c th
NIVEA Baby NIVEA Sun NIVEA for Men NIVEA NIVEA Body - NIVEA Creme Deo Visage NIVEA

N NIVEA Soft Vital N LipCare NIVEA Hand NIVEA Beaute NIVEA BathCare HairCare

- dng sp NIVEA Baby dnh cho Tr em

- N Sun Visage - N Sun Spray - N Sun Kids Sun - N for Men Spray Clear-up Strip. - N Viso - N Sun After Sun - N After- Shave - N V Beauty flash - N V Cleasing Wipes - N V AntiDay Cream - N Body - N Milk Bar - SP ti to - NIVEA Soft t bo da - sa ra mt - N Aroma Bath Care Hair Laquer - N Hair Care - N Bath - NIVEA Deo - N.D Wipes - N.D Compact - N.Deodorant Wrinkle Q10

- N Milk - N Lotion - Skin-Firming Complex - N Whitening - Body Spray - Shimmer Lotion Firming - Ultra strong

Cream.

Balsam

Lition

Care

Styling. Foam Bath - N HairCare - kem dng

- Bath Gels - N.HairCare Aqua Gel - N Lip Care UV

Liquid Gel - N L Care Repair - Shower Gels - Sahara Gold - N Hand Age Control Lotion - N Hand Lotion - N.L.C Medicated - N.B Teint Q10 make-up.

- N.B Time balance - N.L.C Essential

4. Chin lc marketing ca NIVEA

Vi cht lng c bit v hot ng chuyn su trong chm sc da, ngay t khi ra i NIVEA c tim nng tr thnh mt thng hiu hng u th gii. Cc qung co ghi nhn NIVEA l mt thng hiu hng gn lin vi con ngi, lun ci tin ph hp vi nhu cu ca khch hng v t c thnh cng nh cc sn phm lun c ci thin. Trong sut 60 nm, qung co ca NIVEA lun tp trung vo cc ch c bn ca vic chm sc v bo v da c th hin ngn gn, n gin nhng li mang n nhiu thng tin b ch. Cc mu qung co u tin dng nn hnh nh cc c gi c ln da ti tn, tr trung v sng mn t nhin. Mt yu t quan trng ca NIVEA chnh l s kt hp hi ho gia hai mu xanh dng v trng c tng gp phn hnh thnh nn hnh tng ca NIVEA trong tm tr ngi tiu dng. Mu xanh dng lm nn cho mu trng ca tn NIVEA khng ch l mt mu xanh thng thng nhng c to ra dnh ring cho NIVEA sau mt cng on pha mu kh phc tp, c t tn l Ivocart NIVEA Blue B 65711, mu xanh NIVEA va nn n li va ti sng, khng qu lo lot v l mt la chn hon ho cho hnh tng NIVEA. S kt hp gia hai mu xanh trng cn gi nn nhng cm xc tt t ngha ca c hai mu. Mu xanh tng trng

cho s ng cm, hi ho, tnh bn v lng trung thnh, trong khi mu trng l biu tng ca s trong trng trong tm hn v c ln da sng bn ngoi. Xt v tm l, mu xanh v mu trng l s kt hp hon ho cho mt thng hiu c sc ht v tim nng thnh cng nh NIVEA. Trong sut nhng nm qua, qua cc sn phm cht lng cao ca mnh, c th l qua NIVEA Cream, NIVEA to dng cho mnh mt thng hiu c nht v nh c mi ngi bit n nh mt loi m phm chm sc da tt nht. Thng hiu NIVEA ng ngha vi s bo v v chm sc chu o cho ln da. Nh hng, mn mng, du m, ng tin cy, bo v, cht lng cao v ng ng tin l nhng g ngi tiu dng lin tng khi nhc n NIVEA. II. Phn tch chin lc gn thng hiu ca NIVEA. 1. Xc nh s lng cp ca h thng cp bc thng hiu.

NIVEA, thng hiu chm sc da v chm sc mt ln nht trn th gii, gi vng thnh cng v tr ca n trong sut mt thp k cnh tranh gay gt ti th trng chu u. Thm vo , cng ty m rng n mt s th trng mi Nam M v M Latin, ng u v Chu . Vo cui nhng nm 90, NIVEA c bit n trn ton cu. Ngoi vic thm nhp vo cc th trng mi, NIVEA cn to ra mt s thng hiu con m rng ph sn phm ca cng ty. H thng cp bc thng hiu ca NIVEA bao gm 3 cp bc thng hiu l: Chm sc da.

Chm sc da mt/ M phm. Chm sc c th.

Trong tng cp sn phm gm nhiu thng hiu con c th: Cp 1: Chm sc da: Bao gm cc thng hiu con nh NIVEA Creme, NIVEA Body, NIVEA Soft, NIVEA Hand, NIVEA Sun, NIVEA Baby. NIVEA Creme ------ Creme NIVEA l sn phm u tin ca NIVEA, c gii thiu nm 1911. NIVEA Creme ng vai tr quan trng trong vic nng hnh nh ca cng ty. Xuyn sut khp Chu u, hnh nh ca NIVEA tht s to nn danh ting v t nhiu l nh nhau i vi mi ngi. NIVEA Creme mang hnh nh ca mt thng hiu ph thng, ton cu. NIVEA crme l thng hiu chnh, thng hiu ch cht ca NIVEA. Theo nh gi NIVEA Creme l mt thng hiu chm sc da hng u. NIVEA Baby ------ Dng sn phm NIVEA Baby c gii thiu ln u tin ti Trung u vo nhng nm 1970. Nm 1996, NIVEA li cho ra i ton b dng sn phm NIVEA Baby. NIVEA Sun ------ Sau NIVEA Creme, NIVEA Sun l chng loi sn phm lu i nht. Trong nhng nm 80, n s hu nhiu sn phm nht trong cc thng hiu con ca NIVEA, m rng cc sn phm t tinh du hay kem n cc loi lotion vi nhiu mc SPF khc nhau v cc sn phm chm sc sau khi i nng cng nhiu sn phm khc na. Vo nm 1970, BDF mi bt u pht trin NIVEA Sun nh mt thng hiu con c lp. Logo cng nh mu m ring c thit k cho NIVEA Sun v to ra mt th gii NIVEA Sun m ti mi ngi vui v tn hng tng tia nng mt tri v tt nhin l di s chm sc v bo v ca cc sn phm NIVEA Sun. Mt s sn phm ca Thng hiu NIVEA Sun:

Kem lm m da khi i nng l NIVEA Sun Visage (1997) Sn phm NIVEA Sun Spray c gii thiu vo nm 1999 Sn phm mang tnh ci tin khc ca NIVEA l NIVEA Sun Kids Nm 2000, NIVEA Sun pht trin mt sn phm cha Q10 l NIVEA

Sun Spray n i mu khi bi ln da. Sun after sun cream. NIVEA Body ------ NIVEA Body l mt trong nhng nhm sn phm nh nht, gm c: NIVEA milk, sa gi m gii thiu vo nm 1963 NIVEA Lotion, nc thm gi m c gii thiu vo nm 1986,

NIVEA milk, NIVEA Crme, hn hp nc trong du, nhng di th lng cung cp kho dng m di hn cho da kh. Skin-firming Complex (1996) sn phm chm sc c bit tng sn NIVEA Whitening lm trng da Sn phm Body Spray v Shimmer Lotion lm sng v mm mt da. NIVEA Body Firming Lotion vi Q10 gii thiu vo nm 2000. chc v n hi ng k cho da

NIVEA Soft ------ NIVEA Soft, mt loi kem lm sng da khc bit vi NIVEA Creme, c gii thiu vo nm 1994. Cng thc NIVEA Soft c chit xut lm sng da hn bi v mt s ngi tiu dng khng mun cm gic nng v bng nh tinh du NIVEA Creme, v cng thc Water. Tuy nhin, cng ty kho lo khng nh v NIVEA Soft n gin nh Young NIVEA Creme . Cng ty mun to dng mt nhn din tch bit cho NIVEA Soft v khng chim ly doanh thu ca NIVEA Creme. Sn phm c nh v trn tt c cc th trng nh mt loi kem dnh cho mi ngi, c rt nhiu cng dng cho da.

NIVEA Hand ------ NIVEA Hand c tung ra th trng vo nm 1998 vi kem chm sc da tay c tn gi NIVEA Hand Age Control Lotion c thit k chng li s lo ho da tay. Nm sn phm thuc dng NIVEA Hand cung cp mt hoc nhiu cc li ch sau: tng m cho da, chng li s lo ho v cung cp dng cht cho da. NIVEA Baby------ Dng sn phm NIVEA Baby c gii thiu ln u tin ti Trung u vo nhng nm 1970, y l dng sn phm nhm n th trng tr em. n nm 2000, NIVEA Baby nm c 13% th phn ng u . Trong nhng nhn hng chm sc em b khu vc ny, Nivea Baby ch xp sau Pampers c th phn cao nht 17%. Cp 2: Chm sc da mt/ m phm: NIVEA Visage, NIVEA Vital, NIVEA Beaute, NIVEA Lipcare, NIVEA for Men: NIVEA for Men ------ Nm 1980, NIVEA gii thiu sn phm u tin c thit k c bit cho th trng chm sc da nam gii, nc dng sau khi co ru chuyn ch trng vo chm sc mt c tip th rng khp chu u. Sn phm l mt loi hp cht c c tnh gi m, l hin thn ca yu cu m rng thng hiu t vic ci tin sn phm vi tip ni thng hiu. Thng hiu con NIVEA for Men bao gm cc sn phm nh: Kem: NIVEA for Men Clear-up Strip - kem ti to vi Q10, lm se l gel nc co ru mt s loi nc sau khi co khc: sn phm lm mm da sau khi co mt n. chn lng mi gm 3 dng: bnh thng, nhy cm, ti mi.

NIVEA After-Shave Balsam.

NIVEA Visage ------ NIVEA Visage l sn phm chm sc da mt cho ph n c gii thiu vo nm 1982 ti chu u sau khi mt dng sn phm c bn Php nm 1960. Ban u, qung co Visage nhn mnh tnh du mt ca sn phm vi dng khu hiu Cch du mt nht lm sch da mt bn . Trong vng mt nm, Visage tr thnh sn phm ra mt dn u cc nc chu u. NIVEA Visage gm cc sn phm: NIVEA Viso kem dng m, giu dng cht NIVEA Visage Anti-Wrinkle Q10 Day Cream (1998) NIVEA Visage Cleasing Wipes (2000) gip ty sch vt trang im,

khng thun nht ch trong mt bc, ngn da khi kh v c th s dng vi mi loi da NIVEA Visage Beauty flash l ci tin khc gip lm sch gi m tng t Clear-Up Strip ch yu s dng vi vng da di mt. NIVEA Vital ----- c gii thiu vo nm 1994 nhm gii quyt nhu cu v gi tr khc bit ca ph n trn 50 vi ln da trng thnh. NIVEA thit k li logo v bao gi cho NIVEA Vital vo nm 1999. Thit k mi vi s kt hp gia mu v di bng vng c b cong ha hn s to cm gic trn y nng lng nhng vn rt n tnh. Nm 2000, dng sn phm NIVEA Vital bao gm sa ra mt, kem dng ban ngy v ban m v cc sn phm c bit y nhanh tin trnh ti to t bo da. NIVEA Lip ------ NIVEA Lip y l dng sn phm chm sc mi, ban u ch xut hin gii hn mt s th trng mi, bao gm Trung Quc, Hn Quc, Th Nh K, Ba Lan v Anh. Dng sn phm ny bao gm: NIVEA Lip Care Repair NIVEA Lip Care Medicated NIVEA Lip Care UV gip ngn nga tc hi ca tia UV

NIVEA Lip Care Essential s dng hng ngy.

NIVEA Beaut ----- NIVEA Beaut l s m rng thng hiu ln th hai ca cng ty (sau Q10) xut hin vo nm 1997. Tnh n nm 2000, NIVEA pht trin nhiu sn phm phi hp vi c im mu sc theo ma, nh Son mi Sahara Gold Kem nn trang im NIVEA Beaut Teint Sn mng tay Ch k mt.

c bit vo nm 1999, cng ty kt hp ci tin Q10 vi dng NIVEA Beaute v pht trin b m phm trang im NIVEA Beaute Time balance Q10 make-up. Vo nm 1999, cng ty kt hp ci tin Q10 vi dng NIVEA Beaute v pht trin b m phm trang im NIVEA Beaute Time balance Q10 makeup NIVEA nhn thy dng m phm trang im NIVEA Beaute to ra hiu ng ho quang ln ton b thng hiu NIVEA. Dng Beaute khng nhng c nhng sn phm mang hnh nh cao cp trong hng mc m phm mang li du n tt p cho thng hiu, m cn thu ht thm nhiu ngi tiu dng mi tr tui n vi thng hiu ny, to tin h th nhng sn phm khc ca NIVEA. NIVEA Beaut l s m rng thng hiu ln th hai ca cng ty, sau Q10 . Nm 1997, NIVEA xut hin ln u tin trong danh sch m phm trang im vi th nghim th trng Php v B. Thng hiu c nh v da trn thuc tnh chm sc da ca sn phm vi cu slogan Trang im chm sc da ( Colors that care). Vi mi sn phm mi c gii thiu, NIVEA tin hnh nghin cu tnh ph hp iu tra s ph hp ca sn phm vi nhn thc ca ngi tiu dng v NIVEA. Vi nh v colors that care c a chung, ngi tiu dng cm thy m phm

trang im NIVEA Beaut cng nht qun vi nng lc chm sc da ct li ca NIVEA, v dng sn phm mi cng nhn c nh gi cao v s ph hp. Sn phm c ng gi trong chic hp kiu dng c phong cch v c mu xanh m cng hng bao b ca kem dng da NIVEA crme . M phm lm p ca NIVEA thit lp gi vo hng cao nht trong th trng m phm thng dng nhm cnh tranh vi nhng i th lu i nh Maybelline v L oreal. NIVEA Beaut bao gm y cc loi mu sc trang im vi hn 100 SKU khc nhau. Sau thnh cng th trng th nghim, NIVEA Beaut tip tc tin vo th trng c, Thy S, an Mch, Th Nh K v c nm 1998, Hy lp, B o Nha, Phn Lan v Thy in nm 1999, Tip tc gii thiu sn phm Na-uy v Brazil nm 2000. Cp 3: Chm sc c th: NIVEA Deo, NVEA Bath Care, NIVEA Hair Care: NIVEA Deo ----- Nm 1991, BDF m rng thm s c mt ca NIVEA trong lnh vc chm sc c nhn vi vic gii thiu dng sn phm kh mi mang tn NIVEA Deo. Dng sn phm ca NIVEA Deo bao gm: - NIVEA Deo - NIVEA Deodorant Sensitive Balsam- phin bn mi ca NIVEA Deo dnh cho da nhy cm (1995) - NIVEA Deo Wipes sn phm tin dng v c tc dng lm sch hiu qu vng da di cnh tay (2000) - Sn phm kh mi: Phn kh mi NIVEA Deo Compact (2000), NIVEA Deodorant. NIVEA Bath Care ----- NIVEA Bath Care l thng hiu con u tin ca NIVEA c pht trin ch yu trong lnh vc chm sc c nhn, gip

thng hiu NIVEA m rng ra cc chng loi chm sc da cho c nhn quan trng. Nm 1993, NIVEA ra mt dng sn phm kt hp gia sa dng da ton thn NIVEA v x phng tm NIVEA. Sa tm dng da cha sa l mt dng x phng lng c pH trung tnh gip lm sch v nui dng ln da. Nm 1995, NIVEA Milk Bar, dng x phng ca Shower Milk, c gii thiu. NIVEA Aroma Bath Care c tung ra vo nm 1997 khai thc khuynh hng chung hng thm. 2 sn phm cho tr em l du gi NIVEA Bath Care, sa tm cho tr nh v NIVEA Bath Care Foam Bath cho tr em c pht trin nm 1998. Nm 2000, sa tm NIVEA dng gel xut hin ln u. Cng nm 2000, cng ty li tung ra NIVEA Bath Care bng vic thay i bao b, gi bn v cng thc cho ton b dng sn phm. NIVEA gii thiu cng thc Aquasolf, c thit k mi cho mt cm gic tt hn cho da sau mi ln tm , vi 2 sn phm Shower Gels v Bath Gels. NIVEA Hair Care ------ Nm 1993, NIVEA gii thiu sn phm chm sc tc ln u tin, mt loi du gi a chc nng, tip l du x ra sau mt nm. Vic ra mt sn phm chm sc tc m rng s hin din ca thng hiu NIVEA ra xa hn th trng chm sc c nhn. Nm 1997, NIVEA trnh lng Ultra strong hair Laquer v mt lo Gel NIVEA Hair Care Styling l sn phm to kiu du nh, khng lm h tn tc Nm 1998, gii thiu dng sn phm mi Bt to kiu tc siu cng Ultra Strong Mousse Nm 1999, cng ty ra mt sn phm du gi u chm sc tc dng hng ngy dnh cho nam. NIVEA hair care liquid Gel v NIVEA hair care Aqua

Gel c gii thiu nm 2000 vi hnh nh mi tc bng mt tr nn ph bin. 2. Nhn thc v hnh nh mong mun mi cp .

L mt cng ty c mt s lng thng hiu con ln v ph sn phm rng cng vi s m rng danh mc thng hiu khng ngng NIVEA v ang i mt vi mt thch thc mi l : lm sao duy tr c s tng trng trong khi vn bo ton ti sn thng hiu xy dng. Vi 3 cp thng hiu xy dng NIVEA cn to ra nhn thc cng nh nhng lin tng mi cp . pht trin NIVEA t mt thng hiu kem dng da thnh thng hiu chm sc da (skin care), cng ty quyt nh to ra mt gia nh sn phm biu t ngha NIVEA ph thng . Ti trung tm ca NIVEA ph thng NIVEA Creme l thng hiu ct li. Cc sn phm NIVEA khc, c c ln mi s c chc nng ca cc thng hiu con nh v tinh xoay quanh sn phm chnh ny. B phn m phm lp ra mt lot cc ch dn v vic m rng thng hiu NIVEA. Tt c cc sn phm mi phi tng thch vi thng hiu NIVEA ban u v hng n nhng on th trng quy m hp dn v c tim nng. Trong khi cng ty mun m rng thng hiu NIVEA sang nhng lp sn phm mi, cng ty a ra trit l n sn phm ngha l trong mi chng loi sn phm, s ch c mt sn phm c bn ha hn em n s chm sc ph thng cho khch hng. Phin bn th 2 hoc mt bin th ca mt sn phm no ch c th c a ra khi n tho mn nhng nhu cu c nht cha c p ng nhng sn phm hin ti trong cng chng loi sn phm. Cng ty cn lp thm mt lot nhng nguyn tc bt buc cc sn phm mi phi tho mn:

1. p ng nhu cu c bn: tm, gi hoc bo v ln da. 2. a ra cc li ch chm sc c bit/hoc nh nhng ca NIVEA Creme. 3. n gin, khng cu k. 4. Khng gii quyt mt vn c th no. 5. Duy tr v tr dn u v mt cht lng (hoc t nht phi t cht lng ngang bng vi cc sn phm hng u). 6. a ra cc mc gi hp l, to cm gic cn bng gi chi ph b ra v li ch nhn li cho khch hng. 7. m bo mt knh phn phi rng nht c th. Cc tiu chun ny c thit lp nhm m bo tt c cc sn phm u phn nh c hnh nh ca thng hiu v nht qun vi trit l cung cp nhng sn phm chm sc da cht lng cao vi mc gi hp l. Tt c cc sn phm mi c a ra phi da trn tinh thn l tip ni v ci tin, duy tr c nhng gi tr ct li ca NIVEA ng thi a ra c cc ng dng mi. Bn cnh , cc sn phm hin ti c cho l lin tc thay i v ci thin, phn nh trit l theo ui xu hng th trng v i mi thng qua cc hot ng R&D. Vi yu cu t ra NIVEA xy dng thnh cng nhiu thng hiu con m nhng thng hiu con ny t to ra nhng c tnh ca ring n v pht trin mt chui nhng lin tng thng hiu ca ring mnh. Nhng lin tng thng hiu ny va nht qun nhng cng va c lp vi hnh nh thng hiu m NIVEA Creme. Tuy c gii thiu mt cch c lp song tt c cc sn phm con ca NIVEA khng ch mang nhng lin tng ca NIVEA Creme m cn thm vo nhng lin tng khc c ngi tiu dng lin h trc tip vi thng hiu NIVEA. Thng qua nhng qung co ring ca mnh, mi thng hiu con truyn thng nhng thuc tnh v li ch sn phm tho mn tt nht nhu cu ca th trng mc

tiu, trong khi vn gi c mt thng ip chung ca NIVEA v cht lng v s chm sc trong tt c mi qung co. duy tr iu ny th cc qung co ca cc thng hiu con phi m bo 2 yu t : (1) t chm sc c xut hin trong tiu ca tt c cc mu qung co. Hn na, (2) tt c cc mu qung co u s dng b m mu logo NIVEA vi nn xanh v ch trng mt cch nht qun. Tuy nhin, ngoi tr hai yu cu ny (1&2), mi nhm sn phm u c php pht trin nhng mu qung co tu thch. 3. Kt hp cc yu t thng hiu t cc cp khc nhau. to dng hnh nh chung cho thng hiu NIVEA hng n vic to ra mt tnh cch NIVEA cho ton b cc sn phm v ton b cc mu qung co ca n. Bt u t nm 1990 khi NIVEA quyt nh m rng cc thng hiu con ca n ra ton cu bng cch to ra mt tn chung (mang tnh ton cu) cho mi dng sn phm v da trn mt hnh thc bao gi chung trn ton th gii. Vi trit l NIVEA thit lp thm nhng ch dn cho nhng cng ty cung cp dch v qung co h lm theo. Nhng ch dn ny bao gm: khi gi cm xc chung mi mu qung co; s dng mt hnh thc c nh v mt logo NIVEA khng i cho vic bao gi; s dng mt hnh thc font ch nht qun cho tt c cc tiu v s dng font ch NIVEA in m t NIVEA Creme; s hp nht gia nhng con ngi thc t v c tham vng trong cc mu qung co v trong nhng cuc i thoi v sn phm theo mt cch d hiu. Khi tin hnh vic m rng cc thng hiu con ca mnh NIVEA to ra cc dng sn phm vi cc c tnh ring c lp nhng vn lin kt vi thng hiu ct li NIVEA Creme. Chnh v iu ny NIVEA quyt nh tn thng hiu con lun bt u vi NIVEA nhm nhn

mnh thng hiu cng ty. Vi chin lc gn thng hiu cho cc sn phm ca mnh vi ci tn NIVEA c bt u cho tt c cc sn phm ca NIVEA th tt c cc sn phm ny u c hng li t thng hiu ct li NIVEA Creme v thng hiu gc NIVEA, y l mt li th cnh tranh rt ln ca thng hiu NIVEA i vi cc sn phm cnh tranh khc, vi hnh nh ca thng hiu NIVEA c ngi tiu dng nh gi cao v cht lng, nim tin, thi ca khch hng th cc sn phm ca NIVEA cng c th tn dng nhng yu t ny c th tip cn vi khch hng ca mnh. Tuy nhin thng qua nhng qung co ring ca mnh, mi thng hiu con truyn thng nhng thuc tnh v li ch sn phm tho mn tt nht nhu cu ca th trng mc tiu, trong khi vn gi c mt thng ip chung ca NIVEA v cht lng v s chm sc trong tt c mi qung co. iu ny to ra tnh c lp cho thng hiu con, n c th hng li t thng hiu m NIVEA tuy nhin nu c vn vi cc thng hiu con th mc nh hng ca n i vi thng hiu m s c gim thp nht c th. Ngoi ra NIVEA cng c gng trong vic to ra cc yu t thng hiu nh hng n khong cch nhn thc v sn phm v cc kiu hnh nh to cho sn phm mi v d nh s kt hp gia k t khi v k t vit tay trong logo ca NIVEA chin dch qung co Blue Harmony . Cc k t khi lun c dng nhn din sn phm v nhng k t vit tay c dng nu bt nhng thuc tnh khc bit ca sn phm. Hu ht cc mu qung co in n ca n u s dng tng mu xanh lm nn. 4. Kt ni cc yu t thng hiu vi nhiu sn phm: y chnh l cch thc mt yu t thng hiu c th gn cho nhiu sn phm khc nhau( kha cnh ngang ca h thng cp bc thng hiu)

Cc yu t thng hiu gn kt vi mt sn phm: o o o o Thng hiu cng ty Thng hiu gia nh Thng hiu sn phm n l T b ngha thng hiu

C nhiu cch khc nhau kt ni yu t thng hiu trn cho nhiu sn phm khc nhau.cng nhiu yu t thng hiu chung c chia s gia cc sn phm th mi quan h gia cc sn phm cng mnh. S dng nhng yu t thng hiu gn nh nhau cho cc sn phm khc nhau l cch n gin nht kt ni cc sn phm vi nhau. NIVEA. NIVEA Creme c gii thiu ln u tin c vo nm 1912, Cc sn phm kem NIVEA c gii thiu rng khp Chu u vo nm 1912, gii thiu M nm 1922, v Nam M cng nh nhng ni khc trn th gii vo nm 1926. Theo thi gian, ci tn NIVEA tr nn ng ngha vi s bo v v chm sc cho da v t c mt v th c bit, gn nh mang tnh thn thoi i vi nhng ngi s dng. BDF dng s cng nhn v danh ting ca NIVEA gii thiu sn phm mi ca mnh bng cch a ra mt lot cc sn phm khc nhau di ci tn NIVEA. BDF s dng tin t chung ca thng hiu NIVEA cho cc sn phm khc nhau ca cng ty. Tn cc sn phm ca cng ty s bt u bng tn thng hiu NIVEA c thit k ng nht trn tc c sn phm chnh iu ny to ra s lin kt mnh m gia cc sn phm ca NIVEA. Cc sn phm mi ca NIVEA nhanh chng thu ht c khch hng nh vo danh ting ca sn phm NIVEA to dng t trc- y chnh l NIVEA Cream.

Vi chin lc ny cng ty pht trin NIVEA t mt thng hiu kem dng da thnh thng hiu chm sc da (skin care) v chm sc c nhn (personal care) thng qua vic cung cp mt lot cc sn phm mi b sung vo dng sn phm NIVEA Creme ng thi m rng ngha tn thng hiu hin ti. ng thi NIVEA to nn mt trt t logic gia cc thng hiu trong mt dng sn phm d dng trong vic truyn thng cng nh vic ra quyt nh cho ngi tiu dng. Mi lp sn phm c mang mt chui tn chng loi c tnh m t d dng xc nh sn phm no ca NIVEA c s dng cho mc ch g. Xuyn sut cc mu qung co cho cc sn phm ca NIVEA u s dng b m mu logo NIVEA vi nn xanh v ch trng mt cch nht qun. 5. Nhng iu chnh i vi chng trnh marketing: T mt sn phm NIVEA Cream gii thiu ln u 1911 n nay DBF c hng chc sn phm kem NIVEA c gii thiu rng khp Chu u vo nm 1912, gii thiu M nm 1922, v Nam M cng nh nhng ni khc trn th gii vo nm 1926. Cng vi s m rng danh mc thng hiu ca NIVEA, cng ty i mt vi mt thch thc mi: duy tr c s tng trng trong khi vn bo ton ti sn thng hiu xy dng. nhim v bt buc c t ra l phi pht trin trit l chung cho thng hiu sao cho ph hp vi ton cng ty v tr thnh nn tng pht trin chin lc cng ty m ban qun tr d nh s thc thi cp sn phm. do DBF xy dng mt s iu chnh trong chng trnh marketing h tr. hai chin lc truyn thng marketing hu ch xy dng ti sn ti sn thng hiu cp cng ty hay thng hiu gia nh chnh l chin dch truyn thng hnh nh cng ty v chin dch truyn thng dng thng hiu. Chin dch truyn thng hnh nh cng ty:

Trong trng hp ny chin lc truyn thng hnh nh cng ty c xy dng nhm to ra lin tng i vi thng hiu cng ty nh l mt thng hiu tng th. Vo gia thp nin 90, NIVEA xy dng mt ci nhn ng b gia cc thng hiu con ca NIVEA bng vic bt u chun ho cc nh dng qung co ca cng ty. Tn thng hiu cng ty: NIVEA c in m trn tc c cc sn phm v c thit k lm ni bc, c bit l trong cch s dng kiu ch logo NIVEA nhm nhn mnh tn thng hiu NIVEA. Trn gc xy dng ti sn thng hiu da trn khch hng, ba mc tiu quan trng nht quyt nh thnh cng ca chin dch truyn thng hnh nh ca cng ty, l: Xy dng nhn thc v cng ty Chng trnh marketing ca NIVEA vo nhng nm 1990 theo hng chin lc thng hiu con , cc thng hiu con c lp c cp ngn sch cho cc hot ng truyn thng marketing c lp, hn l mt chin lc thng hiu d m thng hiu tp on NIVEA c c ng u tin v xuyn sut. Tuy nhin, cc thng hiu con c lp vn gi nhng kt ni quan trng vi thng hiu m, v tn thng hiu con lun bt u vi NIVEA Cng vi s m rng danh mc thng hiu ca NIVEA, cng ty i mt vi mt thch thc mi: duy tr c s tng trng trong khi vn bo ton ti sn thng hiu xy dng. Qu trnh to ra mt tnh cch NIVEA cho ton b cc sn phm v ton b cc mu qung co bt u nm 1990 khi NIVEA quyt nh m rng cc thng hiu con ca n ra ton cu bng cch to ra mt tn chung (mang tnh ton cu) cho mi dng sn phm v da trn mt hnh thc bao gi chung trn ton th gii. Vi trit l thng hiu nh vy, NIVEA c th thit lp thm nhng ch dn cho nhng cng ty cung cp dch v qung co h lm theo. Nhng ch dn ny bao gm:

khi gi cm xc chung mi mu qung co; s dng mt hnh thc c nh v mt logo NIVEA khng i cho vic bao gi; s dng mt hnh thc font ch nht qun cho tt c cc tiu v s dng font ch NIVEA in m t NIVEA Creme; s hp nht gia nhng con ngi thc t v c tham vng trong cc mu qung co v trong nhng cuc i thoi v sn phm theo mt cch d hiu. Hnh nh NIVEA c ngi tiu dng nhn din c m t trong nhng khung cnh: cng ng (mt nhm nhng ngi sinh hot cng nhau) hoc biu tng xuyn bin gii (tri t, hnh tinh xanh, hoc cc biu tng gi ln tnh cng ng) v nhng hnh nh th hin cc c tnh hoc cht lng n nht ca sn phm (hnh nh din t hi nc, s mi m, s th gin hoc c in). Xy dng tin cy v uy tn ca cng ty NIVEA Crme xy dng hnh nh ca mt thng hiu ph thng, ton cu. NIVEA c lin tng mnh m vi vic chia s kinh nghim gia nh, v d nh tnh mu t, cc k ngh gia nh bin,Nhng lin tng n tui th v gia nh ca nhng ngi s dng NIVEA to iu kin cho s pht trin ca mt b cc lin tng thng hiu phong ph khc nh l: chm sc , ho nh , tin cy , du dng , bo v , cht lng cao , cm gic tt , v gi c hp l . Theo thi gian, ci tn NIVEA tr nn ng ngha vi s bo v v chm sc cho da v t c mt v th c bit, gn nh mang tnh thn thoi i vi nhng ngi s dng To ra nhng lin tng hnh nh cng ty c th c nng cao bi hot ng marketing ca sn phm c th:

Nhu cu s dng sn phm thay i, vic ra i sn phm khc i hi chin dch phi to c lin tng hnh nh cng ty t nhng sn phm c th. Trong hn 60 nm, hot ng qung co c ng cho ch c bn l chm sc v bo v ln da Vo gia nhng nm 1910 v 1920, BDF qung co 3 sn phm NIVEA chnh l kem, x phng v phn. Cc qung co ban u thit lp hnh nh ca ph n dng NIVEA nh sch s, ti mt v t nhin. vo nhng nm 1920 khi ph n c dn tr nn nng ng hn. Cc qung co ca NIVEA bt u th hin hnh nh ngi ph n hot ng trong khung cnh ngoi tri nng ng. Vo nhng nm 1930, khi da rm nng tr nn thi thng, BDF phn ng bng cch lm ni bt chc nng bo v da ca kem NIVEA v cho ra i sn phm mi NIVEA Oil chng sm da. Nhng trong khi khung cnh trong qung co thay i, s sch s, ti mt v hnh nh t nhin ca ngi ph n trong qung co ca NIVEA vn nht thit khng thay i- vn lun l khun mt m ngi ph n bnh thng. Qua thi gian, cc qung co ca NIVEA tm cch kt ni s sch s, ti mi v hnh nh t nhin ca ngi s dng NIVEA vi cc yu t thin nhin nh khng kh, ti mt, nh sng v nh nng. S pht trin nhng lin tng ny c bit mnh m trong cc qung co NIVEA bo v di nh nng. Chin dch truyn thng dng thng hiu: to dng NIVEA thnh mt thng hiu chm sc da, cng ty quyt nh to ra mt gia nh sn phm biu t ngha NIVEA ph thng . Gia nh sn phm NIVEA gm: NIVEA Creme, NIVEA Milk, NIVEA Baby (du v phn), NIVEA Sun Oil, sa v x phng thng thng (ch

bn c). Ti trung tm ca NIVEA ph thng l thng hiu ct li NIVEA Creme. Cc sn phm NIVEA khc, c c ln mi s c chc nng ca cc thng hiu con nh v tinh xoay quanh sn phm chnh ny. B phn m phm lp ra mt lot cc ch dn v vic m rng thng hiu NIVEA. Tt c cc sn phm mi phi tng thch vi thng hiu NIVEA ban u v hng n nhng on th trng quy m hp dn v c tim nng. Tnh cch NIVEA c th hin khng ch qua hnh thc m cn qua thng ip v hnh nh ca cc mu qung co. Thng hiu ch o, NIVEA Creme, th hin nhng gi tr thng hiu ng khao kht, l: trng tn vi thi gian v tr mi ko gi; cng v ca ngi m v mt gia nh hnh phc; s chn thnh v s ng tin cy; v nhng li ch ca sn phm v tnh du dng v cht lng. Bt k mt chin dch qung co no ca NIVEA Creme cng u phi th hin s hp nht ca cc gi tr ; v tng t, bt k chin dch qung co no ca mt thng hiu con (ca NIVEA Creme) cng u phi th hin c cc thnh phn ca nhng gi tr trn. c th thit lp hnh nh thng hiu cho nhng thng hiu con, NIVEA s dng mt vi chng trnh qung co ring bit t to ra nhng c tnh ca ring thng hiu con v pht trin mt chui nhng lin tng thng hiu ca ring mnh. Nhng lin tng thng hiu ny va nht qun nhng cng va c lp vi hnh nh thng hiu m NIVEA Creme. Thng qua nhng qung co ring ca mnh, mi thng hiu con truyn thng nhng thuc tnh v li ch sn phm tho mn tt nht nhu cu ca th trng mc tiu, trong khi vn gi c mt thng ip chung ca NIVEA v cht lng v s chm sc trong tt c mi qung co. Cho n nm 1990, mi lp sn phm mang mt chui tn chng loi c tnh m t

 d dng xc nh sn phm no ca NIVEA c s dng cho mc ch g. IV. 1. im mnh, im yu ca thng hiu im mnh

- NIVEA s hu mt thng hiu ng ngng m v c nhn bit rng ri. Thng hiu NIVEA t c mc cao ca s thin ch v tin cy, i din cho s tin cy, cht lng v trung thc. iu ny cho thy thng hiu NIVEA c c mt li th kh ln t nim tin v s lin tng ca khch hng. - Xuyn sut c thp k, NIVEA va nui dng cc thng hiu con ang c va b sung thm cc thng hiu con mi bng cch xm nhp vi cc phn khc th trng mi. Chin lc thng hiu con ca cng ty mang li nhng kt qu xut sc, t nm 1990 n nm 2000, mi thng hiu con NIVEA u tng trng v doanh s v th phn. - NIVEA l thng hiu chm sc da v chm sc mt ln nht trn th gii, gi vng thnh cng v tr ca n trong sut mt thp k cnh tranh gay gt ti th trng chu u. Nm 2000, NIVEA c xp hng l thng hiu m phm s 1 ti nhiu th trng Chu u, bt k th trng no khc NIVEA lun ng trong top 3. - NIVEA khng ngng nghin cu v ci thin sn phm ca mnh in hnh l trong khm ph khoa hc mi-mt cht chng lo ha c tn gi l Q10. Khm ph ny to nn thnh cng ln v cht Q10 ny c a vo thnh phn ca nhiu sn phm i din cho nhiu thng hiu con. - Thng hiu ca NIVEA c bao ph rng, chim phn ln th phn ti cc phn khc th trng, bao ph rng ln cho php cng ty c th kim sot hot ng ca th trng tt nht, bn cnh nhng thng hiu con s gip bo v vng chc cho v tr dn u ca thng hiu ct li NIVEA

Creme. Cc sn phm ca NIVEA c th trng kh vng chc so vi cc i th cnh tranh ti Chu u, B, Thu S v c, c. 2. im yu NIVEA xy dng qu nhiu thng hiu con nn khch hng kh

lin tng ht cc thng hiu , n khin cho mt vi thng hiu c th b b st trong tr nh ca ngi tiu dng. Mt s thng hiu con ca NIVEA v ang ph thuc qu nhiu vo thng hiu ct li NIVEA Creme. V nhng phm cht nh gi ci, khng tr trung, nng ng nh cc i th cnh tranh iu ny c th nh hng ti cc thng hiu con ca NIVEA. - Thc t th vn c nhng im tng ng gia nhng chin dch qung co khc nhau. Tuy nhin, hu nh khng c mt thng ip no, cch th hin no l nht qun. Do cng ty xy dng thng hiu cho nhiu thng hiu con nn cng ty phi dn tri ngun lc nn kh em li mt li th cnh tranh mnh cho cng ty so vi cc i th cnh tranh trong lnh vc m phm. Nhng chin lc qung co ca NIVEA vn c thc hin mt NIVEA c ti 12 n v kinh doanh chin lc (SBU), mi SBU c cch c lp, khng c s gn kt ln nhau. tng ngi qun l ring. Thm vo , NIVEA c 3 n v qung co khc nhau, v h cha bao gi tip xc vi nhau. iu ny dn n kh khn trong vic to ra trit l chung cho NIVEA. V. xut gii php cho thng hiu NIVEA trong tng lai Tuy l mt thng hiu kh thnh cng trn th trng nhng NIVEA cng vp phi nhng sai lm trong chin lc thng hiu con ca mnh. khc phc nhng im yu v thng hiu NIVEA cn c nhng gii php sau :

- Cn phi xc nh r rng trit l ca thng hiu NIVEA, t trau chut cho ngha thc s ca thng hiu nhm xy dng hnh nh thng hiu vng mnh.
-

NIVEA creme l thng hiu trung tm ca NIVEA tuy nhin hnh nh ca n dn tr nn gi ci, thiu s tr trung cng nh nng ng. Hnh nh ca NIVEA creme ngy cng suy yu dn qua cc thi k m rng thng hiu => hnh nh NIVEA Crme cn c nh bng, nu khng ci li thng hiu ang dn mt i sc mnh.

NIVEA cn tip tc tm kim nhng th trng mi v pht trin nhng sn phm mi m vn tri rng thng hiu. Hn na, cng ty cn cn phi m bo rng hnh nh ca NIVEA s khng b xm phm v c cng c bi nhng pht trin ny. - NIVEA cn phi a ra nhng chun mc chung cho cc chin dch marketing ca cc thng hiu con bo v cho nhng trit l chung v thng hiu NIVEA. - Cng ty cn to ra mi lin kt thng hiu bn vng trong tm thc ngi tiu dng thng qua cc chin dch Marketing sng to v mi l.