Nivea exercise

D
TEAMA. THURSDAY15 OCT, 2015
MARKETING PLAN

MARKETING PLAN, 2015
1.0 BRAND HISTORY

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.

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

2000
Fashion
magazines

+ product
sampling
1.3 TOUCHPOINTS THROUGHOUT THE YEARS
Radio,
TV,
press
ads

+
product
sampling
2
way
communication
Consumers
+
brand
1980s 1990s
BRAND HISTORY

CONCLUSION
NIVEA
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.

2.0 COMPETITIVE ANALYSIS

2.1 DOVE / UKCOMPETITIVE ANALYSIS
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
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
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
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.

4.0 THE CHALLENGE

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.

3.0 SWOT ANALYSIS

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

5.0 THE CONSUMER

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

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.
“

6.0 THE APPROACH

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.

THE APPROACH
6.2 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.
Closeness
Credibility
Security
Nivea
values
core
Trust

THE APPROACH
6.3 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.

THE APPROACH
6.4 TACTICSOVERVIEW
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
Media
Our
Influencers
• Influencer
1
• Influencer
2
• Influencer
3
• Influencer
4
• Influencer
5
On
ground
activations
• Gym
• Airport
• Malls
Offline
• In
store
placement
• New
product

packaging

THE APPROACH
6.5 CAMPAIGNPHASES
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 APPROACH
6.6 TACTICSELABORATION
The
Digital
Platform
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.

THE APPROACH
6.6 THE PLATFORM
Influencer
5
Promoting

Sports
through:
• Articles
• Tips
• News
• Forums
• Events
Sports
Business
Influencer
4
• Articles
• Tips
• News
• Forums
• Events
Music
Nivea

corporate
(link)

Shop

Nivea

Products

(link)

Influencer
1
Lifestyle
Influencer
2 Health
Influencer
3
Digital

platform
The
conversation

hub
on:

THE APPROACH
6.6 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.

THE APPROACH
6.6 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.


THE APPROACH
6.6 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.


THE APPROACH
6.6 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.

THE APPROACH
6.7 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.

THE APPROACH
6.8 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

THE APPROACH
6.9 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.
Product

Packaging

and
In-‐Store

Placement

THE APPROACH
6.8 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:

THE APPROACH
6.8 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:

BIBLIOGRAPHY
DOBSON,
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

BIBLIOGRAPHY
NEWSROOM.
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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