Nivea exercise

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TEAM A. THURSDAY 15 OCT, 2015 MARKETING PLAN

Transcript of Nivea exercise

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D

TEAM A. THURSDAY 15 OCT, 2015

MARKETING PLAN

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1.0 BRAND HISTORY

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1.1 MARKET REVIEWBRAND HISTORY

NIVEA®  is  one  of  the  most  recognized  skin  and  beauty  care  brands  in  the  world.  NIVEA  cream  was  first  introduced   in  1911  and  the  brand  now  extends  to  14  product   ranges  worldwide  from  sun  care  to  facial  moisturizers  and  deodorants   to  shower  products.

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1.2 NIVEA FOR MEN LAUNCH

1980s 1990s

In  1980,  NIVEA  FOR  MEN®  was  launched  internationally,  breaking  new  ground  with   its  

aftershave  balm

In  1993,  NIVEA  FOR  MEN®  developed  a  fuller  range  of  male  skin  care  products

In  1998,  The  NIVEA  FOR  MEN®  brand  was  launched  in  the  UK

1998

BRAND HISTORY

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2000

Fashion  magazines  + product  sampling

1.3 TOUCHPOINTS THROUGHOUT THE YEARS

Radio,  TV,  press  ads  +  product  sampling

2  way  communicationConsumers  +  brand

1980s 1990s

BRAND HISTORY

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CONCLUSIONNIVEA  has  evolved  for  over  a  100  years,  creating  new  product  lines,  expanding  their  market  and  keeping  up  to  date  with  the  latest  marketing  trends  and  technologies.

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2.0 COMPETITIVE ANALYSIS

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2.1 DOVE / UKCOMPETITIVE ANALYSIS

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Dove  Men+Care brand  extols  an  evolved  vision  of  masculinity.The  'Real  Strength'  campaign  celebrates  the  caring  character  of  today's  man,  observing  how  care  makes  him  stronger.

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2.2 L’OREALCOMPETITIVE ANALYSIS

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Recent  L’Oréal campaigns  have  been  targeted  to  active  men  (in  sports  and  the  corporate  world).  They  aim  to  motivate  men  to  maintain  a  fresh  and  healthy  look.

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2.3 GILETTECOMPETITIVE ANALYSIS

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The  Gillette  campaigns  reinforce  its  positioning  that  Gillette  is  the  best  a  man  can  get.  The  new  campaign  is  part  of  Gillette's  strategy  to  expand  the  brand  beyond  shaving  and  strengthen  its  emotional  bond  among  men.

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CONCLUSION

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The  male  grooming  market  is  growing  steeply  year-­‐on-­‐year.  Competitor  market  leaders  like  Dove,  L’Oreal,  and  Gillette  have  been  offering  a  male  line  in  skincare  for  years,  with  a  wide  range  of  products  to  target  all  sections  of  men,  no  matter  their  age,  race,  lifestyle,  or  level  of   interest  in  grooming.

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4.0 THE CHALLENGE

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4.0 THE CHALLENGE

In  an  increasingly  competitive  and  cluttered  market,  Nivea  for  Men  UK  needs  to  set  itself  apart  from   its  competition   to  raise  awareness  and  expand  its  market  share,  and  remain  top  of  mind  within  not  only  male  buyers  but  females  as  well.  

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3.0 SWOT ANALYSIS

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3.0 SWOT ANALYSIS

S W

O T

• Leading  male  facial  skincare  brand• Strong  brand  recognition• Sound   financial  base  and  resources• Pre-­‐existing  big  data  base• Strong  research  capability

• Some  product  messaging  is  out  of  date• Branding  needs  a  “fresher”  perspective• Ambiguity  in  target  audience• Identification  of  right  distribution   channels

• Increase  in  sales  of  male  skincare  products• Changing  social  attitudes:  Men  more  open  to  using  

skincare  products• Chances   of  buying   increases  with  partner  

involvement   in  purchase  process

• Very  solid   competitors• Distinction  of  marketing  campaigns  by  

competition• Likely  confusion   between  brand

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5.0 THE CONSUMER

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5.1 TARGET AUDIENCE

Primary  Audience  18-­‐45  MALE

THE CONSUMER

Nivea  For  Men  target  audience  was  selected  after  careful  research  on  the  consumer  behavior  habits  that  showed  new  potential  male  buyers  that  can  benefit  from  the  products  since  they  care  about  their  appearance.  

Female  audience  was  selected  due  to  the  fact  that  women  tend  to  buy  skincare,   health  and  beauty  products  not  only  for  themselves,   but  for  their  family  members,  specially   for  their  partners.  

• Young  and  affluent  customers  

• Single  or  in  a  relationship/cohabited/married  

• Financially   independent  • Conscious   of  health  and  

appearance  

Primary  Audience  25-­‐45  FEMALE

• Working  women  • In  a  relationship,  

cohabited  or  married  • Financially   independent  

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5.2 SOME FACTSTHE CONSUMER

35%  of  men  don’t   use  skincare  products  

because  they  simply  don’t  know  how!

Men  THINK  that  they  get  more  attractive  as  they  age,  but  they  are  

not  wine!Laura,  32

60%  of  men  not  using  skincare  will  start  using  it  if  their  partner  bought   it  

for  them.

Over  25%  of  men  don’t  use  facial  

skincare  because  they  feel  embarrassed  in  front  of   their  partner.

Men  feel  proud  when  their  partners  take  care  of  them.  They  just  brag  about  it  in  front  of  their  

friends!Carol,  26

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13  out  of  the  20  assets  that  are  valued  in  men  at  first  sight,  are  physical.  Nivea  For  Men  has  been  taking  care  of  them  for  18  years.  However  in  a  long  term  relationship,  the  attributes  that  people  (specially  women)  appreciate  are  mainly  emotional;  so  Now  Nivea  For  Men  is  determined  to  help  them  in  this  aspect.

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6.0 THE APPROACH

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6.1 SMART OBJECTIVES

• To  increase  market  share  of  Nivea  for  Men  in  the  UK  male  skincare  category  by  15%  in  12  months.

THE APPROACH

• To  increase  number  of  female  customers  in  the  UK  aged  25-­‐45  to  purchase  Nivea  for  Men  skincare  products  by  25,000   in  18  months.

• To  position  Nivea  for  Men  as  the  most  top  of  mind  male  skincare  brand  of  18-­‐45  year  old  males  AND  females  in  the  UK  by  March  2017.

• To  acquire  50,000  new  male  customers  in  the  UK  aged  18-­‐45  in  18  months.  

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THE APPROACH6.2 THE RATIONALE

“What  do  women  REALLY  want  in  a  man?”  Women   love  men  who  are  fresh,  clean  and  look  good.  But  studies  show  that  what  matters  the  most  is  what’s  on  the  inside:  

men  who  value  trust,  bonds,  closeness and  most  of  all,  those  who  feel  good  about  themselves  and  are  confident   in  who  they  are.

Nivea  for  Men  “More  than  Skin  Deep”  campaign  seeks  to  bring  men  and  women  closer  to  one  another  by  providing   products  that  help  them  go  more  than  skin  deep.  By  looking  good  and  feeling  good  about  themselves,  men  can  show  women  how  much  they  value  their  relationship  and  how  their  bonds  go  beyond  skin  deep.

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Closeness

Credibility

Security

Nivea valuescore

Trust

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THE APPROACH6.3 MARKETING STRATEGY

Position  Nivea  for  Men  as  being  “More  than  Skin  Deep”,  redeveloping  its  brand  image  as  a  male-­‐friendly  skincare  product  line  which  builds  on  values  of  personal  bonds  and  relationships,  while  strengthening  its  reach  to  both  male  and  female  customers.

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THE APPROACH6.4 TACTICS OVERVIEW

Nivea  Corporate  Site

www.MoreThanSkinDeep.com#MoreThanSkinDeep

Paid  digital  media

Digital  platform

TVC

• Pay  per  click• SEO,  SEM• Display  ads• Paid  influencers• Social  media  ads

Nivea  Social  MediaOur  Influencers• Influencer  1• Influencer  2• Influencer  3• Influencer  4• Influencer  5

On  ground  activations• Gym• Airport• Malls

Offline• In  store  placement• New  product  

packaging

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THE APPROACH6.5 CAMPAIGN PHASES

CATCH CONNECT&  ENGAGE SUSTAIN

• Catch  their  attention  with  the  TVC  featuring  the  5  influencers

• Invite  them  to  join  the  conversation

• Launch  the  digital  platform• 5  influencers  will  be  

featured• Launch  the  contest  Online  

and  On-­‐ground  and  join  the  conversation

Sustain  the  conversations  via  the  digital  platform  through:• Forums• Events• Competitions• News• Articles• Tips

18  months  +12  months

1  month

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THE APPROACH6.6 TACTICS ELABORATION

The  DigitalPlatform

The  Nivea  for  Men  Digital  Platform  will  be  launched  as  a  microsite  www.MoreThanSkinDeep.com,   to  leverage  the  brand’s  core  values  of  creating  closeness  and  trust.

To  bring  the  platform  to  life,  “living  spaces”  will  be  allocated  for  each  of  the  tactical  touch  points  defined  in  the  campaign:  including  TVCs,  social  media  conversations,  and  the  on-­‐ground  and  offline  activations.  In  addition  there  will  be  access  to  Nivea’s  various  digital  channels  such  as  Nivea  corporate  and  e-­‐commerce  sites.  As  the  campaign  is  rolled  out  and  sustained,  the  “More  Than  Skin  Deep”  platform  will  be  brought  to  life  through  a  mix  of  social  and  digital  activities  (lifestyle  articles,  health  and  skincare  news,  features  on  the  chosen  influencers  etc.),  reaching  potential  and  existing  customers  at  all  touch  points.

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THE APPROACH6.6 THE PLATFORM

Influencer  5

Promoting  Sports  through:• Articles• Tips• News• Forums• Events

Sports

BusinessInfluencer  4• Articles• Tips• News• Forums• Events

Music

Nivea  corporate(link)  

Shop  Nivea  Products  (link)  

Influencer  1

LifestyleInfluencer  2 Health

Influencer  3

Digital  platform

The  conversation  hub  on:

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THE APPROACH6.6 ON GROUND ACTIVATION

A.  

Airport  Ambush  Marketing

Brand  activators  for  Nivea  will  be  positioned  in  airports  throughout   the  UK  and  will  target  couples  who  are  travelling  together.  The  Brand  Activators  will  distribute  NIVEA  toiletry  kits  containing  Nivea  for  Men  products  (lotion,  face  wash,  shaving  cream,  etc)  and  discount  coupons   to  the  couples.  The  discount  will  be  applicable  both   in  male  and  female  product  line  items  when  purchased  at  the  same  time.  They  will  encourage  the  couples  to  join  the  “More  than  Skin  Deep”  Social  Media  Contest:  The  couple  should  post  a  selfie  with  the  Nivea  products  and  answer  the  question  “What  makes  your  relationship  go  more  than  skin  deep?”  They  should  post  their  photo   on  Instagram/Facebook/Twitter  using  the  hashtag  #MoreThanSkinDeep.

Nivea  will  run  this  contest  for  3  months  and  will  choose  a  winner  at  the  end  of  the  contest  period.  The  winning  couple  receives  a  trip  for  two  to  a  British  Airways  destination  city  of  their  choice  plus  Nivea  discount  coupons  which  they  can  use  to  buy  products  online.

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THE APPROACH6.6 ON GROUND ACTIVATION

B.

Mall  Activation

A  recreational  machine  will  be  available  in  some  of  the  most  frequented  malls  throughout   the  United  Kingdom  (and  also  in  some  other  potential  locations  where  couples  spend  time  together).  A  «Nivea  hostess»  will  challenge  couples  to  check  how  much  they  know  about  each  other.  This  “advergaming”  action  consists  in  answering  questions   about  the  loved  one  (some  of  them,  even  related  to  their  skincare  habits);  according  to  the  number  of  points  they  get,  they  receive  coupons  for  discounts   for  Nivea  products  (the  percentage  of  the  discount  varies  from  the  lowest  score  to  the  top  one).  The  discount  will  be  applicable  both   in  male  and  female  product  line  items  when  purchased  at  the  same  time.  

Every  couple  has  the  opportunity   to  share  their  score  on  their  Social  Media  accounts  by  using  the  hashtag  #MoreThanSkinDeep as  well;  and  also  to   invite  other  couples  to  do  some  other  similar  quizzes  which  will  be  also  available  on  Nivea  platform.  

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THE APPROACH6.6 ON GROUND ACTIVATIONS

C.

Gym    Challenge

In-­‐Gym  interactive  product  placement:  “The  Nivea  for  Men  Sit-­‐Up  Challenge”  -­‐ This  on-­‐ground  activation  will  be  in  partner  with   local  gyms  and  chains  of  fitness  clubs.  A  special  Nivea  branded  sit-­‐up  machine  will  be  installed  in  the  gyms,  which  will  invite  the  members  to  participate  in  a  challenge  and  win  presents.   The  challenge  will  include  doing  20  sit-­‐ups  in  under  1  minute.  

When  the  participant  completes  the  challenge,  he  or  she  will  receive  presents  -­‐ free  samples  of  Nivea  for  Men  products  packaged  with  a  discount  coupon  for  the  male  product  line.  

Moreover,  the  participants  of  the  challenge  are  asked  to  answer  the  question   on  social  media  “What  makes  your  relationship  go  more  than  skin  deep?”  They  should  post  their  photos   on  Instagram/Facebook/Twitter  using  the  hashtag  #MoreThanSkinDeep.  This  will  allow  them  to  enter  the  big  competition  to  win  a  trip  for  two.  

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THE APPROACH6.6 ON GROUND ACTIVATIONS

D.

Pub  Wi-­‐Fi  Connection:  

Nivea  for  Men  will  partner  with  local  pubs   in  the  various  parts  of  the  country  and  create  an  overlay  page  when  connecting  to  pub’s  wi-­‐fi,  taking  into  special  account  those  pubs  frequented  by  mostly  men.  When  the  customer  turns  on  the  wi-­‐fi connection,   a  main  page  will  automatically  open  through  the   Internet  Browser  on  each   mobile  device.  

The  overlay  will  include  the  15-­‐second  TVC  of   #MoreThanSkinDeep campaign   which  the  users  will  have  to  watch  in  order  to  finalize  the  connection.  After  the  video  the  page  will  be  redirected  to  the  “More  Than  Skin  Deep”  digital  platform  for  the  campaign.

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THE APPROACH6.7 TVC

A  special  video  will  be  created  under  the  campaign  #MoreThanSkinDeep that  will  feature  the  5  influencers  of  our  campaign  and  will  invite  people  to   join  the  conversation  on  the  platform.

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THE APPROACH6.8 PAID DIGITAL MEDIA

• Run  a  comprehensive  SEO/SEM  and  PPC  campaign  online   for  a  duration  of  10  months   to  drive  more  traffic  to  the  Nivea  for  Men  website  and  Facebook  fan  page.

• Perform  advertising  activities  via  Google  Ads  and  Facebook  ads/sponsored  posts

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THE APPROACH6.9 OFFLINE TACTICS

Nivea  for  Men  will  come  up  with  exclusive  “More  Than  Skin  Deep”  packaging  for  their  products,  which  will  only  be  released  during  certain  seasons  and  times  of   the  year:  Valentine’s  Day,  Father’s  Day,  and  Christmas.  

The  packaging  will  be  targeted  to  couples  and  will  include  one  male  and  one  female  product   (for  instance,  if  the  product   is  lotion,   it  will  include   lotion   for  the  male  and  the  female).  The  packaging  will  allow  a  greater  awareness  of  the  Nivea  male  product  line  from  females,  and  will  also  allow  men  to  show  their  partners  how  they  value  their  relationship.

In  supermarkets  and  drugstores,   there  will  be  a  dedicated  aisle  for  Nivea  for  Men  “More  Than  Skin  Deep”  products.

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Product  Packaging  and  In-­‐Store  Placement

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THE APPROACH6.8 KPIs

B.  Paid  Digital  Media:• Percentage  of  sales  acquired  via  SEM  and  pay  

per  click  campaigns,  plus  conversion  rate  of  number  of  traffic/visitors  to  website  and  Facebook  page

• Traffic  generated  to  our  platform  (and  then  traffic  regenerated  to  the  Nivea  official  website)

• Cost  per  conversion  (CPC):  calculation  of  the  total  cost  of  advertising  divided  by  number  of  conversions  generated

C.  TVC:• Youtube views/shares/likes

1.  Reach  Metrics:Audience  growth  rate• Brand  awareness: The  overall  number  of  mentions  of  

the  campaign  and  the  #MoreThanSkinDeep hashtag• Fans/followers:  The  total  number  of  people  gained  

from  the  campaign  during  the  campaign  period• Impressions  (Twitter  and  Instagram)• Traffic  generated  to  our  platform  (and  then  traffic  

regenerated   to  the  Nivea  official  website)

2.  Engagement  Metrics:• Amplification  rate: The  number  of  shares  on  average  

for  each  post• Comment  rate: The  average  number  of  comments  your  

content  gets  per  post• Conversation  rate:  The  number  of  conversations  going  

on  per  social  media  post.• Advertising  values  from  newspaper  articles   or  online  

features  that  pick  up  the  news  story

A.  Social  Media:

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THE APPROACH6.8 KPIs

E.  Digital  Platform:Using  Google  Analytics  to  track  and  measure  the  following:• Conversion  rate• Page  views  and  amount  of  time  spent  on  each  page• Number  and  percentage  of  unique  and  returning  

visitors• Bounce  rate• Volume  of  content  from  Platform  and  Nivea  

website  shared  to  various  Social  Media  channels.  

• Number  of  participants   in  the  different  actions:  In-­‐Gym  interactive  product  placement  and  «advergaming»  activity.

• In  the  case  of  the  In-­‐Gym  interactive  action,  numbers  of  samples  delivered  after  completing   the  challenge.

• Number  of  coupons/offers  redeemed  throughout  the  different  activities   (In-­‐Gym  interactive,  advergaming,  kits  delivered   in  airports):  (Coupons  redeemed   /  Coupons  delivered)  x  100.  Each  coupon  has  a  code  that  can  be  monitored.  

D.  On-­‐Ground  Activation:  

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BIBLIOGRAPHYDOBSON,  Roger.  Women  prefer  men  with  stubble  for  love,  sex  and  marriage.  The  Telegraph,  29  June  2008  [online].  Available  on:  http://www.telegraph.co.uk/news/earth/earthnews/3345796/Women-­‐prefer-­‐men-­‐with-­‐stubble-­‐for-­‐love-­‐sex-­‐and-­‐marriage.html

EAVES,  Ali.  200  Real  Women  Reveal  the  First  Thing  They  Notice  about  a  Guy.  Men’s  Health,  5  May  2015  [online].  Available  on:  http://www.menshealth.com/sex-­‐women/what-­‐women-­‐look-­‐men

INTERNATIONAL  CENTER  FOR  ENTREPRENEURIAL  STUDIES  -­‐ CIES.  Developing  a  marketing  plan.  Nivea  for  MEN. The  Times  100  [online].  Available  on:  http://www.ices-­‐study.org/WhatIsEnterpreneurship/CaseStudies/%28case%20study%29%20nivea.pdf

NEWSROOM.  Gillette  Launches  New  Global  Brand  Marketing  Campaign.  Gillette  Newsroom,  1  July  2008  [online].  Available  on:  http://news.gillette.com/press-­‐release/product-­‐news/gillette-­‐launches-­‐new-­‐global-­‐brand-­‐marketing-­‐campaign

NEWSROOM.  Rise  of  metrosexual:  Men  now  spend  longer  getting  ready  to  get  out  than  women.  Daily  Mail,  10  February  2010  [online].  Available  on:  http://www.dailymail.co.uk/femail/article-­‐1249709/Rise-­‐metrosexual-­‐Men-­‐spend-­‐longer-­‐getting-­‐ready-­‐women.html

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BIBLIOGRAPHYNEWSROOM.  Men’s  beauty  products  – time  for  a  different  marketing  approach?   Industry   Report  Store,  26  November  2014  [online].  Available  on:  http://www.industryreportstore.com/blog/?p=1136

WALKER,  Rob.  It's  a  Man's  World:  Men's  Grooming  Breaks  New  Ground.  GCI  Magazine,  21  February  2014  [online].  Available  on:  http://www.gcimagazine.com/marketstrends/consumers/men/Its-­‐a-­‐Mans-­‐World-­‐Mens-­‐Grooming-­‐Breaks-­‐New-­‐Ground-­‐246591491.html

Nivea  Cuidado Masculino.  Nivea  Official  Website  [online].  Available  on:  http://www.nivea.es/productos/cuidado-­‐masculino

L’Oreal  Men  Expert.  L’Oreal  Official  Website  [online].  Available  on:  http://www.loreal-­‐paris.es/hombres.aspx

Men  +  Care.  Dove  Men  Care  Official  Website  [online].  Available  on:  http://www.dove.com.es/es/Productos/Men_Care/default.aspx

The  best  a  man  can  get.  Gillette  Official  Website  [online].  Available  on:  http://gillette.com/en-­‐us

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THANK YOU!