nivea for men marketing strategy

Nivea for men – case study

Window shopping takes a whole new meaning online

INTRODUCTION Nivea for men-product of Nivea

(subsidiary of Beiersdorf AG)

Launched in the year 1980

Total product range of 29 products today

Products consist of shaving and after shaves ,shower gels, deodorants and

face wash

Tagline-”It starts with you”

Strategy • Use of ad frames and full

screen takeover concept • Make an ad based on the

award won by the company• Showing the revolving

product images and the ad video

• An invite to the Facebook page

• Showing ad on specific website

• Products sent out in especially designed gift wrapping

• Women of age 25 to 54 years

• Planning to purchase a gift for the males in their life On Christmas

• Internet users and online customers

• Facebook users

Target audience

Main focus

•Personalised gift wrap •Use of digital media •Encourage user facebook store

• To raise awareness of Nivea for men products • Encourage women to

purchase Nivea products as gifts for males • To increase traffic to

Facebook • To draw attention towards

the quality of the product

Aim of the campaign

Swot analysis • Unique of its type • Impact of logo of Nivea brand • Simple and effective • Original content remained

intact

• Competitors launching new ad campaigns at

the same time

• Increased digitalization

• Men becoming conscious about their skin

• Ignorance of consumers

• Basic focus on men skin care product

Strengths

Weakness

Opportunities

Threats

• Sponsorship of football event at grass root

level • Strategic alliance with Philips electric shavers • Partnership with

Chennai super kings

Other mediums used by company to increase its sales

• Increased brand awareness

• Driving traffic to Facebook store

• 360000+ contracted engagements

• 11000 click through to Facebook

• 29 million free impressions

• Click to site rate -3%

Results

Continued …..• Internationally, NIVEA

FOR MEN skincare products grew by almost 20 percent.• NIVEA FOR MEN

listened to customer feedback and added products to its line and reformulated existing products.

Group I :Amritpal Virk Ankur Sharma Awnish Tripathi Anurag Sureka

Sunday Omoyajowo