starting afresh with nivea

8/12/2019 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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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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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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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.

starting afresh with nivea

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