Nivea exercise
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Transcript of Nivea exercise
D
TEAM A. THURSDAY 15 OCT, 2015
MARKETING PLAN
MARKETING PLAN, 2015
1.0 BRAND HISTORY
MARKETING PLAN, 2015
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.
MARKETING PLAN, 2015
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
MARKETING PLAN, 2015
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
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.
MARKETING PLAN, 2015
MARKETING PLAN, 2015
2.0 COMPETITIVE ANALYSIS
2.1 DOVE / UKCOMPETITIVE ANALYSIS
MARKETING PLAN, 2015
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.
2.2 L’OREALCOMPETITIVE ANALYSIS
MARKETING PLAN, 2015
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.
2.3 GILETTECOMPETITIVE ANALYSIS
MARKETING PLAN, 2015
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.
CONCLUSION
MARKETING PLAN, 2015
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.
MARKETING PLAN, 2015
4.0 THE CHALLENGE
MARKETING PLAN, 2015
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.
MARKETING PLAN, 2015
3.0 SWOT ANALYSIS
MARKETING PLAN, 2015
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
MARKETING PLAN, 2015
5.0 THE CONSUMER
MARKETING PLAN, 2015
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
MARKETING PLAN, 2015
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
“
“
“
“
“
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.
MARKETING PLAN, 2015
“
MARKETING PLAN, 2015
6.0 THE APPROACH
MARKETING PLAN, 2015
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.
MARKETING PLAN, 2015
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.
MARKETING PLAN, 2015
Closeness
Credibility
Security
Nivea valuescore
Trust
MARKETING PLAN, 2015
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.
MARKETING PLAN, 2015
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
MARKETING PLAN, 2015
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
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.
MARKETING PLAN, 2015
MARKETING PLAN, 2015
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:
MARKETING PLAN, 2015
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.
MARKETING PLAN, 2015
MARKETING PLAN, 2015
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.
MARKETING PLAN, 2015
MARKETING PLAN, 2015
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.
MARKETING PLAN, 2015
MARKETING PLAN, 2015
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.
MARKETING PLAN, 2015
MARKETING PLAN, 2015
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.
MARKETING PLAN, 2015
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
MARKETING PLAN, 2015
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.
MARKETING PLAN, 2015
Product Packaging and In-‐Store Placement
MARKETING PLAN, 2015
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:
MARKETING PLAN, 2015
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:
MARKETING PLAN, 2015
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
MARKETING PLAN, 2015
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
THANK YOU!