NIVEA

Parent Company - Beiersdorf

Started in 1911

NIVEA for Men 1980

Leading Skin Care

Brand

2011-100th

anniversary

About NIVEA

LOGO

NIVEA visual identity is a combination of White and Blue

colours. White signifies inner purity and external

cleanliness and blue signifies honesty, loyalty and

friendship. The logo gives the feel of freshness and beauty

and displays the brand uniqueness in the market as well.

100 years of Skin Care

• In 2011 NIVEA celebrated their 100th anniversary• They roped in Rihanna for their campaign• They sponsored for Rihanna’s “LOUD” around the

world concert.• Rihanna released the song “California King Bed”

for NIVEA’s commercials• They had 5 campaigns throughout the year• Mega Tin• Mood Meter• Skin to Skin Challenge• Sun, Swim and Play• Christmas Wishes

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Market ShareHigh Low

High

Low

• Nivea has huge brand recall and equity.

• Very strong distribution network

• The packs ‘Blue and White’ colour as its brand element.

• Excellent advertising and brand visibility makes it a top-of-the-mind brand.

Nivea cream is perceived as a winter cream because of its thickness and oily

consistency. This restricts the sale of Nivea skin cream to winters mainly.

STRE

NGHT

S WEAKNESS

• Well reputed and established global brand, every chance to grow in the emerging economies as well

• Nivea has an opportunity to increase market share

• Entry in men’s segment by focused products

• Popularity of other skin care brands

• Fierce marketing from competitors while Nivea still lies on lazier front • Intense competition in skincare

segment

OPPO

RUNITIES THREATS

SWOT ANALYSIS

SEGMENTATION•BEHAVIOURAL :

CELEBRATORS USER STATUS :

oEXISTING USERSoNEW USERS

BENEFITS SOUGHT- SKIN CONSCIOUS

•PYSCHOGRAPHIC :LIFESTYLESOCIAL CLASS

DEMOGRAPHIC:AGE: 25-54 yearsGENDER: MALE

TARGETING

Targeting men through women : Increasing sales through their established base.

TARGETING WOMENRepositioning strategy : Shifting brand perceptions and re-engaging women.

High productDiversification

Luxury

Low productdiversification

Premium

• The campaign was designed in such a way that women would buy NIVEA products for Men through their Facebook Page

• The app prompts you to select one of your Facebook friends and then automatically pulls all photographs featuring yourself and your friend (you must both be tagged in the picture) to feature on the wrapping paper.

• The best part of the campaign was the product could be sent in customised gift-wrapping which will be made out of the pictures of Sender and Buyer, taken from sender’s facebook account

Background

• Nivea have tapped into emotional friendships and have created a genuine reason for people to buy what could be considered as a relatively stale product by getting creative with technology.

• Once the gift has been given, the Nivea brand becomes a part of the friendship too.

• NIVEA also wanted to introduce the product range and drive consumers to facebook to purchase a NIVEA for Men gift.

Strategy

• They approached SAY Media for this campaign• SAY media created an online ad using their

proprietary Ad Frames platform and full-screen takeover concept.

Execution

• They approached SAY Media for this campaign• SAY media created an online ad using their

proprietary AdFrames platform and full-screen takeover concept.

• SAY placed the Nivea For Men ad unit across its premium network, specifically targeting sites with the appropriate audiences demographic.

Execution

• Nivea achieved the goals of this campaign including heightened brand awareness enhanced desire for the product, and increased traffic to the Facebook store.

• The AdFrames display unit delivered more than 29 million free impressions

• The average time each viewer spent interacting with the ad, which stood at 27.52 seconds compared to the industry average of 18.6 seconds. 11,000 viewers clicked-through to the Facebook store upon viewing the ad unit.

• Business segment performed extremely well in 2011, growing by 7.9% on a like-for-like basis and recorded sales of €937 million (previous year: €873 million)

Results