Beiersdorf Annual Report 2003: Always Close to the Consumer

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We are successful because we give consumers what they want.

Our aim is clear: we want to make our consumers’ lives as pleasant as possible. With brands that meet their needs. With products that offer high quality at a reasonable price. With new ideas that are, quite simply, compelling. We are now focusing even more strongly on our ten globally successful brands enabling us to give consumers what they want. This is the motivation behind what we do.

Our successful business model, which we are developing systematically, is a key reason for our success:

Research and development as the basis for innovation: Innovation is our growth driver. Our strong R&D investments allow us to shape markets and win consumers with a constant stream of new product ideas. Our success shows that we’re right: we generate over 40 % of our sales with products that were launched within the past five years. One current example of this is creatine, the natural energy store found in cells, which was harnessed for use in skin care by our researchers. This highly efficient substance has been available on the market since January 2004 in NIVEA VISAGE NATURAL BOOSTER skin care cream.

Consistent brand growth in three dimensions: We are systematically increasing our market share (for example: NIVEA Sun extended its market leadership in Italy), establishing new market segments (NIVEA VISAGE YOUNG was introduced in 2003, for example), and opening up new markets (among other things, Eucerin was launched in France in 2003).

Leveraging synergies through brand families: Grouping a number of products under one umbrella brand allows us to leverage potential synergies – via NIVEA’s uniform brand communication, for example – and to transfer the strength of the umbrella brand to the individual products.

			A single global marketing strategy – NIVEA VISAGE advertisements that have been adapted for regional markets

Denmark	Philippines	Brazil

Global strategies, perfect local execution: Beiersdorf is at home all over the world. We develop strategies at a global level which are implemented regionally and, if necessary, adapted locally. This means that our brands are seen as local brands. This builds trust.

The ability to meet consumers’ needs with our products is our most important asset. We achieve this by continually maintaining and developing our brands, which are seen as reliable and trustworthy partners.

Our policy of innovation also helps distinguish us from private label brands. Our key competitive advantage is our 120 years of expertise in research and development. We build upon this unique experience every day to satisfy our consumers by consistently introducing new product ideas.

Focus on international consumer brands

Brands with global potential
Brands with leading global position
Brands with regional strength