On February 2nd our Business Club was invited by Nivea Poznan to visit their company. We were welcomed by the General Manager, Mr. Heinz-Jürgen Stüting. After a proud presentation about the success of Nivea in the Polish market, he picked just one aspect to continue. This subject was “Motivation” which is related to success and to the previous presentation of the Raben Group earlier in January. What exactly does motivation mean and how to motivate a big group of people? It was a very interesting presentation and definitely gave the audience food for thought. At the same time it was impressive to imagine how Nivea changed from an old company structure into a modern one with implementing these kind of modern ideas.
After the presentation there was a tasteful buffet and even time to visit the production lines. On the whole a very interesting and impressive venue. As a member of the board I would like to thank Nivea again for organising such a great evening.
NIVEA 2008 Growth Beyond Average
In 2008 NIVEA Polska Sp. z o.o., a member of the international Beiersdorf AG group with the registered office in Hamburg achieved sales of PLN 1,190 million, which constitutes a growth of 52.2% compared to last year.
In the consumer segment, the profit on domestic sales increased by 17% to PLN 645.3 million compared to last year, whereof the sales of the NIVEA products constituted 92%.
7.7% is attributed to the sales of the local brands - Bambino and Glicea. The remaining 0.2% constitutes the sales of the pharmaceutical brand - Eucerin.
It is also noteworthy that the sales of the NIVEA products increased by 19%.
As the unquestionable leader in the Polish market of cosmetic products, NIVEA Polska has continued its development strategy and continued to increase its market share, which in 2008 r. amounted to 15.7% (according to AC Nielsen, accumulated data for 2008; value shares), whereas the accumulated market growth reached 13%.
With its longstanding tradition and outstanding consumer attachment to the brand, NIVEA has achieved the position of the market leader in a number of categories. With regard to value shares, the NIVEA brand is ranked 1st in 6 of the 11 categories: universal creams, body care products, face care products, lip care products, men’s cosmetics and deodorants.
Additionally, the Bambino brand, which Polish consumers have been very familiar with for many years, has been ranked 1st in the baby care products category.
The fourth quarter of 2008 marked the beginning of the Eucerin brand’s expansion in the Polish dermocosmetics market.
In 2008 NIVEA Polska Sp. z o.o. expanded its production plant in Poznań and presently it manufactures the most sophisticated products of the dermocosmetic brand – Eucerin and the care products of the NIVEA Visage, NIVEA Body, NIVEA Baby, NIVEA Deo and NIVEA for Men lines.
The Poznań plant is of great importance for the Beiersdorf Group. In 2008 it produced 8.9 thousand tonnes of crèmes and emulsions, which corresponds to about 96 million units of product, 90% of which, with a value of 242.2 million PLN, were distributed to 34 countries of the Central and Eastern Europe, Asia, Australia as well as South America and Africa.
On January 1, 2009 the Poznań production plant, previously run by NIVEA Polska Sp. z o.o., was separated as an independent business entity operating under the business name Beiersdorf Manufacturing Poznań Sp. z o.o.
These actions have been in line with the Supply Chain strategy of the Beiersdorf Group which assumes that all production centres constitute separate organisational units. Through the Supply Chain, the production companies provide services to Beiersdorf worldwide. Beiersdorf Manufacturing Poznań sp. z o.o. is managed directly by Beiersdorf AG in Hamburg.
In 2008 the regional logistic centre constituting a part of NIVEA Polska Sp. z o.o. exported products worth 302.5 million PLN to the Northern and Eastern Europe region. The cosmetic products from all European production centres for this region are delivered to Poznań and are subsequently forwarded to the Beiersdorf subsidiaries in Russia and Ukraine as well as to Beiersdorf business partners in the Commonwealth of Independent States. This logistic centre also delivers products directly to customers in Poland, Czech Republic, Slovakia and Hungary.
About Beiersdorf in Poland
The ties between Beiersdorf and Poland have always been very close. Oscar Troplowitz from Gliwice who had run the business of Carl Paul Beiersdorf in Hamburg at the end of the 19th century, together with a team of researches invented NIVEA – the first oily-moisturising cream with an extended use date in the world. Under his supervision, Beiersdorf took its first international step and started exporting products to Poland as early as 1925. In 1997 Beiersdorf purchased the Polish subsidiary of the company, which was nationalised after the 2nd World War, and repurchased the rights to the NIVEA brand. Today NIVEA Polska Sp. z o.o. is one of the key subsidiaries of Beiersdorf AG in Europe, with an employment of 538 people in 2008.
About Beiersdorf AG:
Beiersdorf AG, a cosmetic products manufacturer with the registered office in Hamburg, employing over 22,000 people worldwide, recorded a turnover of 5.971 billion euro in 2008. Thanks to NIVEA, Beiersdorf AG owns the largest brand in the skin and beauty care industry worldwide. Its internationally successful brand portfolio also includes Eucerin – a dermocosmetic brand, and a luxury brand La Prairie. Beiersdorf benefits from 125 years of its experience in skin and beauty care and it is distinguished by innovativeness and top quality of its products.
NIVEA Polska Sp. z o.o. financial results for 2008*
| 2007 | 2008 | Change | |
|
Income from sales (in k PLN) |
781,677 |
1,190,017 |
52.2% |
|
Gross profit (EBIT) Gross profit in% |
97,692 12.5% |
126,031 10,6% |
29.0% -1.9pp |
|
Net profit Net profit in % |
78,178 10.0% |
96,472 8.1% |
23.4% -1.9pp |
|
Income from domestic sales Whereof NIVEA |
551,295 499,590 |
645,278 593,958 |
17.0% 18.9% |
* data according to the IFRS (International Financial Reporting Standards)
Contact person:
Małgorzata Bielicka Heinz-Jürgen Stüting
Senior Executive Secretary to General Manager General Manager
NIVEA Polska Sp. z o.o. NIVEA Polska Sp. z o.o.
Tel.: +48 (0)61 8746 117 Tel.: +48 (0)61 8746 110
e-mail: Malgorzata.Bielicka@Beiersdorf.com e-mail: HJS@Beiersdorf.com
