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IMC Plan Group F
Beiersdorf, based in Germany
150 affiliates around the globe.
17,000 people of whom 965 are
scientists.
Market leader in 45 countries
Global brand awareness of 95%*
Interbrand Best Brands in Germany
- no. 17
The iconic Nivea Blue Box
About
BusinessBusiness ModelCompany Purpose Stakeholders
"Focus onskincare, closerto market"Umbrellabranding
To provide highquality skincare for everyskin type
Beiersdorf AG
Employees
Consumers
Governments/
Cities
Competitors
Suppliers
StrategyProduct FeaturesNeed & Motivation Brand Values
Consumersdiffer in theirskins and theirneeds for skincare productsThey arelooking for abrand theycan trust in totake care oftheir skin forthem.
NIVEA standsfor skin care,trust, qualityand value formoney.
Today, NIVEAhas launchedmore than500 productsunder itsumbrella brand,globallyNIVEA BathNIVEA BodyNIVEA Men
MarketCompetitors Market Society
OlayDoveClean & ClearGarnierNeutrogenaBioreSt. Ives
$121 Billion in2016HighcompetitionBig PlayersFour Segments
Cares aboutsocialresponsibilityCustomerExperienceTechnologicallyorientedNodifferentiation
SkincareBrands
DesignTerritory Brand Promise External Aspects
FamiliesNatural Beauty
"Nivea is myskincarecompanion forlife"
classic darkblue packagingwith the whiteNIVEA logohighrecognition ofNIVEA's designconsistentdesignthroughout theproducts andcountries
Nivea is Global
PlanningPlan Message Experiential Map
BLUE AGENDA
NeedrecognitionSearch for aproduct andthe "perfectbrand"OnlineOffline -Salesperson ortrialsPurchaseWOM
Nivea wants itsconsumers tobe confidentNivea caresabout theconsumers
Blue Agenda
Source: http://www.beiersdorf.com/about-us/our-profile/strategy
Nivea Campaigns till nowCare is beautiful Sun Band - Protection Take Care Out There
South AfricaUbuntuhonourindividuals whoselflessly carefor others andlive by the trueembodiment ofkindness
Magazine AdPrint andMobileexecutionSafety of one'skid by settinga safe zoneperimeter -alarm goes onif the kidcrosses it
February 2015,Hamburgincreaseawarenessabout the risksof UV radiationuse of UVcameratechnology
CreativeBrief Ideas Content
Development
Who: people whocare forthemselves andtheir familiesWhat: create selfawareness aboutskincare and skincancerHow: throughprint media andtheir productsWhere:touchpoints
In collaborationwith AmericanAssociation ofDermatology -"SPOT SKINCARE"Include Selfcheck body mapswith everyproductCommercialsshowing how lifedoesn't end afterskin cancer
Nivea cares aboutskin cancer, itwants people tobe aware andwants the peoplewith this cancerto gain theirconfidence back
ExecutionCommunication Contact Points Integration
TVCommercialsPrint AdsEffective Pointof SaleAwarenessPostersSocial MediaBlogsProductPackagingA look in timesaves life
Social NetworksBlogsTVCommercialsMagazinesPoint of SaleNivea CaresEvents
Push strategyPull strategySocial mediaMass media
EvaluationData & Information Results Leadership
Ask consumersabout brandperceptionbefore andafter thecampaign
Set SMARTgoalsPre and postadvertisingtraffic on yourwebsiteGoogleAnalytics
Market ShareShare of mindImprovement inInterbrandranking
Q & A