Download - Starting Afresh with Nivea
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A
PRESENTATION
ON
STARTING AFRESH WITH NIVEA
Presented By:
Saloni Patel(B-22)
Nishit Patel(B-20)
Nayan Patel(B-17)
Piyush Patel(B-21)
Niraj Patel(B-19)
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FLOW OF THE PRESENTATION
About company
Introduction of Nivea
Products of Nivea
Market review
Target market
Advertisement campaign
Competitors
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ABOUT COMPANY
Beiersdorf AG is a German personal care company based in Hamburg, m
personal care products.
The company was founded in 1882 by pharmacist Paul Carl Beiersdorf in H
sold to Oscar Troplowitz in 1890. Paul C. Beiersdorf's patent for a new m
process of medical plasters, dated 28 March 1882, is regarded as foundatio
company.
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INTRODUCTION OF NIVEA
Nivea Man is most important brand of Beiersdorf, a skin care company orig
Germany.
Nivea had its presence in the men's grooming market in india with the brand
men' in 2007.
The men's range was promoted with the tagline " What men want ".
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PRODUCTS OF THE NIVEA
Bath Care
Body Care
Deodorants
Face Care
Lip Care
Men's Care
NIVEA Crme
NIVEA Soft
Sun Care
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STARTING AFRESH WITH NIVEA M
The Nivea campaign wants to deter men from the easy surrogacy of womeand give them a reason to say that they need something of their own.
According to Sunil Gadgil, Director, Marketing, Nivea India, For Nivea M
task for us is to establish ourselves as a one-stop shop for end-to-end g
men. Our communication will be multipronged with Nivea Men as the o
theme. Our focus is on making consumers aware of our lineup of products.
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STARTING AFRESH WITH NIVEA M
According to research done by the brand before venturing into the men's category
news reports
Men are not satisfied with the efficacy of the existing skincare products which
women.
Men are also not interested in visiting products displayed in the women's isles in
While grooming is the end result for women, men view grooming as a tool to g
want in life.
84% of men use products borrowed from the women of their life.
Most of the men's grooming issues arise out of excessive oily skin and hyper-pig
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STARTING AFRESH WITH NIVEA M
Nivea had its presence in India in the men's grooming market with the brand
men' in 2007 with the tagline " What men want ".
Year 2013, the brand has gone for a makeover. Nivea had rebranded its me
with the new brand name " Nivea Men withthe new tagline " It starts with yo
The campaign will have a robust television presence supplemented by digit
selective presence in print media.
Aiming to chat the last ten days of heightened IPL viewing, the new TVC rep
brands existing spots on IPL.
This was supplemented with a new digital campaign, as well as activations
trade
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STARTING AFRESH WITH NIVEA M
The brand feels that a masculine personality like Rnmpal will further legitima
for grooming in the mens category.
The brand campaign will be a sustained initiative aiming to create awarenes
mens range over a period of time and position.
Nivea Men as a challenger brand-Which will challenge current category nor
innovations within product category and positioning.
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NIVEA MEN - IT STARTS WITH YO
In September last year, Honda launched its high blitz campaign for the new
Accord, targeted US markets with the tag line It starts with you
Nivea men decided to reposition itself in last May 2013 with the same tag l
starts with you
The new tagline designed to be a call of action that aims to help men fulfill t
everyday potential and grooming as a confidence booster for men.
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SOMETHING DIFFERENT BY NIVE
When it comes to innovation, the brand has introduced an aftershave sans which does not have a stinging after effect with an emulsion base that can a
as a moisturizer and the positioning for deodorants is about freshness, unlik
women as portrayed by some of us competition Meanwhile the brands face
not promote the concept of fairer skin instead, it focuses on the removal of p
and dark spots.
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According to Rakshit Hargava, ManagDirector, Nivea India, After years of
experimenting and using womens prod
men have realized the benefits of facewash.
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KEY COMPETITOR REVIEW
Gillette
Gillette focuses on the quality of their products, as they say in their slogan the
can get. A premium product that is affordable, and is always in advanced tech
order to significantly improve shaving performance towards men sensitive skin
especially during shaving. Gillette uses television advertising , newspaper and
advertising, special presentation events, endorsement and sponsorship of spo
media strategies.
Old spice
Old spice has recently been heavily focusing on their smell like a man, man
advertisements which are very entertaining and engaging. Their message is th
need a lot of money in the media budget to have a successful campaign. Old s
online advertising (blogging, Twitter, fecebook pages and youtube for example
television advertising for their media strategies.
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KEY COMPETITOR REVIEW
Axe
Axe simply focusses n the sex appeal that comes with using the best quality fr
They have recently shifted from not only promoting how attracted women will b
but how attracted men can be to women when they use their new line of wome
fragrances. Axe uses online advertising, television advertising and magazine a
for their media strategy.
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TARGET MARKET
The budget that our client NIVEA for men has given us for this national challen
million dollars. This money is to be used to create a print media campaign invo
creative and media executions.
MEDIA OBJECTIVES
Primary Target:- Urban males between ages 18 to 35 living in high-density b
areas- professional mentality within the workplace- maintain a well-groomed p
image to attract women and induce jealousy
Secondary Target:- Middle class males between ages 40 to 65 living in medium
big city areas- married or looking to start new relationships- maintain a well-
personal image to think and feel young and attract female companionship
The main selling points are that it is fair pricing and itis good for all skin-types.