Brand Positioning of Nivea

 Brand Positioning of Nivea

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 is marketing all of its products targeting women under the strapline 'Feel Closer' in a new brand positioning for the company.

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. 

Watch the ad here : Nivea Men deo , Nivea Men Skin care

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.
  

 

Launching its new skin care range, Nivea Men now targets the male shopper with a simple claim and an effective point of sale campaign that throws the spotlight on ‘you’ and on action with the right attitude .

‘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.
The campaign focuses on confidence and how it can help man accomplish their ambition, vision and energy.  The new range of Nivea Men aims to help men find that confidence by taking the first step. And therefore, the new brand claim: It starts with you.
The male grooming category is changing with new brands making headway to the retail stores and as a result for brands to distinguish themselves from the clutter is getting competitive.  Swapnil Deshpande, S&C M Nivea India Pvt Ltd, says in this context, “The male grooming category has changed: it has become more masculine and competitive activity has grown stronger and stronger.” The same competitiveness can be observed at the POS where each brand uses various strategies to communicate with the shoppers and hence a distinct brand positioning becomes an important action point.
Nivea thus uses a new positioning for its new range and shifts the brand into the “activating” space.  The activating space is used to trigger the shopper to tap the go- getter attitude. “To get what you want, start with you”. This simple brand communication targets the men of today by projecting an attitude that associates with the product range.
All the units were deployed pan India. Material used for the units include, MDF, T laminate MDF, vinyl print and acrylic hotspot.

 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”. 

How Nivea Used Marketing Planning to Relaunch a Brand

 

 

 

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#ixzz3XDAGM6R3

  http://businesscasestudies.co.uk/nivea/developing-a-marketing-plan/marketing-strategies.html#ixzz3XDA1qb84

 http://businesscasestudies.co.uk/beiersdorf/how-market-research-supports-the-new-product-development-process/testing-the-product-brand-positioning-and-advertising.html#ixzz3XD1b22BV
Attribution Non-Commercial Share Alike

http://www.marketingtango.com/nivea-used-marketing-planning-relaunch-brand/