Now the marketing team had a new product
idea that consumers liked. It had a name and packaging design that were
well received. They now needed to check how this fitted with the rest of
the NIVEA Deodorant brand positioning and range.
The brand position is the specific niche in the market that the brand defines itself as occupying.
The
NIVEA Deodorant Pearl and Beauty adds a touch of feminine
sophistication and elegance to the NIVEA Deodorant brand's personality.
This built on the core deodorant positioning. It made NIVEA Deodorant
more appealing, modern and unique to trendy, young female consumers.
Nivea said the Feel Closer line, devised by DraftFCB London, aims
to emphasise the positive impact Nivea products have on female
relationships by helping them to "feel good in their own skin".
Nicolo
Pome, UK marketing director for Nivea’s parent company Beiersdorf,
said: "We wanted to find a more relevant role for the Nivea brand in our
target markets' minds. The awareness of the Nivea brand is vast but we
needed to find a way to engage with the audience to a greater degree.
"The
DraftFCB strategy and the creative execution by both our agencies give a
clear role for the brand showcasing our extensive product range and
celebrating our expertise in skin care."
Three new TV campaigns
use the new tagline, including an ad for Nivea's new female deodorant
Calm & Care, by DraftFCB London.
Two recently released ads for
Nivea's Visage and Body brands, both by TBWA London and using US artist
Kaki King's version of The Cure's 'Close To Me' as the soundtrack, also
end with the 'Feel Closer' line.
Nivea repositions male grooming category to grab larger market share
Nivea is on a high these days. One of the world's largest skincare brand
has decided to up the ante in the highly cluttered Indian market. In
the process, the company has rebranded and repositioned its offering for
men.
Nivea had its presence in the men's grooming market with the brand
'Nivea for men' in 2007. The men's range was promoted with the tagline "
What men want ". The brand started its serious foray into men's
category with an Advanced Whitening range.
This year, the brand has gone for a makeover. Nivea had rebranded its
men's range with the new brand name " Nivea Men". Along with the new
name is the new positioning. The Nivea Men is positioned on the user
.The typical brand user is profiled as the one who tackles things on
their own. The brand has the new tagline " It starts with you ".
Besides the new name and the positioning, Nivea Men has roped in the
Bollywood actor Arjun Rampal as the brand ambassador. The brand is on a
high decibel campaign featuring the brand ambassador.
I like this campaign for two reasons. First is that the brand has
resisted itself from taking the " Attraction " route taken my most men's
grooming brand. Second is the fit that the brand established between
the brand and its celebrity endorser. I feel that Arjun Rampal was used
very smartly by the brand . There is a personal touch and authenticity
to the message delivered by the celebrity.
Nivea has been able to convey its message very smartly in the new
campaigns. This has been backed by research done by the brand before
venturing into the men's category. According to various newsreports,
research revealed that
a. Men are not satisfied with the efficacy of the existing skincare products which are targeting women.
b. Men are also not interested in visiting products displayed in the women's isles in the stores.
c. While grooming is the end result for women, men view grooming as a tool to get what they want in life.
d.84% of men use products borrowed from the women of their life.
e. Most of the men's grooming issues arise out of excessive oily skin and hyper-pigmentation
Based on these insights, the brand carefully crafted the brand's
strategy. It adopted a narrative where the brand talked to the men like
men do. This is evident from the way the celebrity endorser has conveyed
the message through the ads .
Another good thing the brand did was it clearly and rationally
identified the brand's USPs. For example, in the skincare range, the
brand talked about dark spots, for deodorant the brand talked about
freshness etc.
Nivea has clearly got its communication right this time. It has a
convincing message and a right brand ambassador. Nivea is also the only
brand in the men's category to have a range of products ranging from
skincare to deodorants which also adds more punch to the brand's visibility in
the retail outlets as well as the scope.
Marketing strategies
The NIVEA FOR MEN team devised
marketing strategies
to deliver its objectives. These strategies set out how the objectives
would be achieved within the designated budget set by the management
team. This focus on product development combined with an emphasis on
consumer needs is a key differentiator for NIVEA FOR MEN. It is a major
reason why in the UK the brand is still the market leader in the male
facial skincare market.
Another cornerstone of the UK marketing strategy for the re-launch was
promotion.
NIVEA sought to build on and develop the approach it had used in the
past. In the 1980s, advertising in men's style and fashion magazines
along with product sampling was a major promotional tool. In the 1990s,
the company used radio, television and press advertising together with
sampling. Since 2000, there has been a greater emphasis on consumer
needs and an increasing use of experiential activities in the
promotional mix. Experiential marketing is about engaging consumers
through two-way communications that bring brand personalities to life
and add value to the target audience. This helps build an emotional
connection between the brand and the consumers.
It is important to get the promotional balance right. NIVEA FOR MEN
promoted the new launches of its products through a mixture of
above-the-line
and below-the-line promotion. The use of sport was a key element here.
NIVEA FOR MEN supported football events at a grass-roots level through
its partnership with Power league to build positive relationships with
men. This helped create stronger
brand affinity for
NIVEA FOR MEN among men. It also allowed the brand to build and maintain
a consistent dialogue with men, which helps to drive sales.
Above-the-line promotion included television and cinema adverts,
which reached a wide audience. By using links with sport, NIVEA FOR MEN
aimed to build a positive male image associated with male facial
skincare. The brand also benefited from press advertorials in popular
men's magazines, making the daily usage of their products more
acceptable. Promotions were used to attract new customers. For example,
the distribution of free samples encouraged trial of NIVEA FOR MEN
products which drove purchase. These promotions have helped build up
brand awareness and consumer familiarity which reinforce the NIVEA FOR
MEN brand presence. There is a dedicated NIVEA FOR MEN website to
support its products and provide information to educate men on their
skincare needs. To enhance the brand a tool called a 'Configurator' was
created on the website to help customers specify their skin type and
find the product that best suits their needs.
Swapnil Deshpande, says giving the agency and fabricator details for the
campaign, “We have done the fabrication and execution from our regional
vendors – Elite Design, S P Display, Reego Display System, Impex Retail
& Chummu Enterprises. Most of them are well equipped with automated
machines which give the perfect finish to the FSU’s. For general trade
visibility all the paper POS was printed by our vendor - Siddhikrupa
Arts.”
On similar lines Swapnil Deshpande adds, "Our objective for
Nivea Men is to become the global No. 1 male grooming brand by
penetrating the male face care category and pushing cross-category
purchase."
He further added that the POS plays a leading role in
achieving their strategic brand objectives, which is reflected in their
priorities at POS. These include, in his words, “implementing a common
POS design language that reflects our brand positioning and ensures a
consistent brand look and feel globally, increasing the presence of
Nivea Men cross-category activations and focusing on Men Zones to
influence the overall category”.
In 1980, men around the world were introduced to a new concept
in skincare: an alcohol-free aftershave balm from NIVEA that did not
irritate skin. Proving to be popular with consumers, NIVEA FOR MEN
included a full range of skincare products by 1993.
By 2008, more and more men were investing in skincare and grooming
products, prompting the NIVEA FOR MEN brand to decide to claim more
market share in the growing category. To do this, NIVEA deployed a
sophisticated marketing planning process to relaunch and reorganize.
Here’s how one brand responded to changes in customer expectations, external influences and business goals — and you can, too.
Assess the Market
In a
case study published by The Times 100,
NIVEA revealed that its first marketing planning step was to conduct an
evaluation of the business, its brands and products. This included an
assessment of the brand’s position and the state of the market. A SWOT
(strengths, weaknesses, threats and opportunities) analysis revealed
some surprising facts, including that women are an important target
market for NIVEA FOR MEN because they often buy male grooming products
for their partners as well as help them choose which products to buy.
Set the Objectives
Armed with real data from the SWOT analysis, the integrated marketers
at NIVEA FOR MEN moved on to the next stage of marketing planning:
setting objectives. Using research data to forecast trends, the
marketing team set SMART (Specific, Measurable, Achievable, Realistic)
objectives for the NIVEA FOR MEN relaunch. This helped them set specific
targets for increasing sales, growing market share and improving its
brand image.
Market the Brand
Then the fun began, as the NIVEA FOR MEN team advanced to the next
stage of marketing planning and began to devise and carry out integrated
marketing tactics. According to The Times 100, promotion served as one
cornerstone of the campaign:
“NIVEA sought to build on and develop the approach it had used in the
past. In the 1980s, advertising in men’s style and fashion magazines
along with product sampling was a major promotional tool. In the 1990s,
the company used radio, television and press advertising together with
sampling. Since 2000, there has been a greater emphasis on consumer
needs and an increasing use of experiential activities in the
promotional mix. Experiential marketing is about engaging consumers
through two-way communications that bring brand personalities to life
and add value to the target audience. This helps build an emotional
connection between the brand and the consumers.”
Measure the Results
No marketing planning process is complete without evaluation or
measuring the outcomes of the marketing activities against the original
objectives and targets. The NIVEA marketers say continuous evaluation
helps them focus on modifying or introducing new activities to achieve
objectives.
NIVEA FOR MEN adopted a range of key performance indicators to assess
the success of the NIVEA FOR MEN relaunch in the UK. It looked at:
- Market share — NIVEA FOR MEN is market leader in many countries and is consistently gaining additional market share.
- Overall sales — Internationally, NIVEA FOR MEN skincare products grew by almost 20 percent.
- Brand image — The line was named the Best Skincare Range winner in the FHM Grooming Award, as voted for by consumers.
- Product innovation — NIVEA FOR MEN listened to customer feedback and added products to its line and reformulated existing products.
Through marketing planning, NIVEA FOR MEN continues to take advantage of evolving male attitudes toward using skincare products
References:
http://businesscasestudies.co.uk/nivea/developing-a-marketing-plan/marketing-strategies.html#ixzz3XDA1qb84
‘As
is our confidence, so is our capacity’ wrote William Hazlitt, famous
English writer from 1800 and his words ring true even today. Take for
example Nivea and their new campaign, ‘It starts with you.’ The brand
recently launched their new skin care range for men with Arjun Ramphal
as their brand ambassador. With an objective to transform men’s skin
care industry, Nivea introduces its range with the new tagline. 