Nivea communications journal

NIVEA Communications Journal

Nele Rieve E01487695

GM 606 – Global Marketing Communications Planning Walter Mills

Emerson College

03/20/2015

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Table of Contents NIVEA Communications Journal ................................................................................... 1

1. Executive Summary ............................................................................................................ 1 2. Context Analysis ................................................................................................................. 3

2.1. Customer Context .......................................................................................................... 3 2.2. Business Context ........................................................................................................... 4 2.3. Internal Context ............................................................................................................. 6 2.4. External Context ............................................................................................................ 6 2.5. Main Communication Needs ......................................................................................... 7

3. Marketing Communication Goals and Positioning ......................................................... 8 3.1. Corporate Objectives ..................................................................................................... 8 3.2. Communication Objectives ........................................................................................... 8

4. Segmentation, Targeting and Positioning (STP) .............................................................. 8 5. Marketing Communications Strategy ............................................................................... 9 6. Message and Creative ....................................................................................................... 11 7. Coordinated Communications Mix ................................................................................. 11 8. Resources ........................................................................................................................... 12

8.1. Human Resources ........................................................................................................ 12 8.2. Financial Resources ..................................................................................................... 12

9. Scheduling and Implementation ...................................................................................... 12 10. Evaluation and Control ................................................................................................. 13 11. Conclusion, Feedback and Summary ........................................................................... 14

Bibliography ...................................................................................................................... ii

Appendices ........................................................................................................................ iv

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NIVEA Communications Journal

1. Executive Summary

NIVEA is a leading global, premium and mass skin- and body-care brand of the

German company Beiersdorf AG, a manufacturer of consumer healthcare, beauty and

personal care products, wound treatments and adhesive tape. Beiersdorf AG is present in

over 150 countries worldwide. Aside from its flagship brand NIVEA, the brand portfolio

includes other successful brands, namely Hansaplast, Eucerin, Labello, and La Prairie

(Euromonitor International, 2014a).

When Nivea was launched in 1911, it started with just one product: the NIVEA

Crème, which is still the brands most popular product. Since then, the product portfolio

has expanded significantly and present-day product ranges comprise of NIVEA body

care, NIVEA face care, NIVEA sun care, NIVEA MEN, NIVEA deodorant and NIVEA

bath care (Beiersdorf AG, 2015a).

According to Beiersdorf AG (2015), Nivea is the market leader in the skin care

sector in 46 countries. The brand reaches worldwide brand recognition of 93%

(Euromonitor International, 2014b) and has a current brand value of $5,322 million

(Brand Finance, 2015). In 2014, Nivea ranked fourth in the Top 50 Cosmetic Brands after

L’Oreal, Avon, Pantene, and before Dove and Garnier (Brand Finance, 2014).

The brand’s goal has always been to reach leadership in its main areas of

expertise and market leadership in its main areas of expertise and to offer innovative and

high quality products that meet the consumers needs in order to build a strong and long-

lasting relationship with their customers. Back when Nivea was launched, the now

famous Nivea Crème was a breakthrough in science. Ever since, innovation has been a

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key driver of the brand’s success. Nivea has a very strong brand personality and the brand

stands for values such as trust, quality and value for money for all the family a whole life

long.

Since its early days, Nivea has always been a marketing success (refer to Appendix 1

for examples of marketing campaigns of the brand’s early days), with high revenues,

strong brand equity and a large base of extremely loyal customers. While mainly

communicating via television and print at the beginning, today’s marketing

communication of Nivea follows a holistic and integrated approach with presence across

various media channels such as print, TV, social media, email, their corporate website

and further channels. Communication goals are to promote Nivea as a family brand that

values trust and strong customer relationship.

The present marketing communications journal analyzes the NIVEA brand through

three of its marketing communication tools: advertising, direct marketing and point-of-

sale marketing. As Germany is the brand’s biggest market, the analysis will focus on this

market.

The reason I chose this brand is because I consider myself a loyal NIVEA customer.

I’ve been using their products for years and have also been exposed to several

communications from the brand, ranging from commercials and samples to promotional

events at the beach, newsletters and so on prior to this project. However, I have never

paid much attention to the different communication tools and media they use and am

therefore eager to discover more about their integrated marketing strategy and its

execution.

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2. Context Analysis

2.1. Customer Context

Nivea’s vast product range contains products that appeal to a variety of different

customers in terms of age, gender, skin type and so on – for example, NIVEA MEN is a

product line for male customers, the NIVEA BABY product line offers products for

babies, NIVEA VITAL is meant for women age 50 and over, and NIVEA SUN is for the

entire family (Beiersdorf AG, 2015a).

The primary target audience for the Nivea umbrella brand is women age 18 to 50 and

over. When looking at the different customer and market segments of the brand, the age

range might vary. Also, men aren’t considered the brand’s primary audience since

usually, women are the primary purchasers of household items for the entire family.

Nivea’s customers are looking for a high quality skin care brand at accessible prices.

They want to find a brand that they and their family can stick with for a longer period of

time and that they can trust. Consumers are further looking for brands that value

customer relationship, have a consumer-centric focus, follow market trends and therefore

continuously launch innovative products with new and/ or improved formulas.

Changing demographics and lifestyles influence beauty and personal care. Germany’s

population is characterized by falling birth rates. In 2013, about 30% of people living in

Germany were 50 years or older. This large group of older consumers, the so called ‘best

agers’ have needs and demands that often are quite different from those of younger

generations, especially from the group of ‘digital natives’ who grew up with digital

technology and social media. More mature consumers usually have a higher disposable

income and are looking for medicated products, products that are preventing the signs of

aging, and products with multifunctional features that allow them to safe time and effort

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by combining multiple products in one. In contrast, younger consumers usually have a

lower level of income and are therefore looking for products that give them value for less

money and are interested in re-inventing and differentiating themselves through the

products they use (Euromonitor International, 2014c).

Different demographics also influence the search process involved. While younger

and tech-savvy consumers heavily rely on social media, blogs and product reviews, older

consumers generally prefer more ‘traditional’ information sources for their search

process. Furthermore, younger consumers value learning about product experiences of

peers, while older consumers are more concerned about ingredients and the medical

benefit.

As for most products in the beauty and personal care industry, Nivea products are

need low involvement products. It requires little time, effort and thought when shopping

for these kind of products, especially when consumers are already familiar with the

products available in the different product categories. Since Nivea has a strong loyal

customers base that is not likely to switch brands and that has been using the its products

for long periods of time, sometimes even all of their lives, the brand’s consumers often

engage in a routine response behavior (Euromonitor International, 2014c). Therefore, the

buying behavior for Nivea’s products is characterized by rather limited problem solving.

2.2. Business Context

As mentioned in the Executive Summary, Nivea is a healthy brand with strong brand

equity and a loyal customer base around the globe. It is a leading brand in the skin care

sector and has extremely high brand value ad brand recognition (Euromonitor

International, 2014a).

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The German beauty and personal care market is highly fragmented and competitive

with both domestic and multinational companies and brands competing for market share.

Due to its high level of recognition, trust and loyalty among consumers, the NIVEA

umbrella brand and most of the sub brands lead sales in beauty and personal care and the

respective product categories (Euromonitor International, 2014a).

Main competitor of Beiersdorf and therefore main competitor of Nivea is L’Oreal

Germany (L’Oreal Deutschland GmbH), which is like Beiersdorf known for its expertise

in and variety of skin care products. While Nivea is the leading brand in beauty and

personal care, L’Oreal Germany is the leading company (Euromonitor International,

2014c). Garnier, a cosmetics and skin-care brand of L’Oreal, can be considered as direct

competition for Nivea (see Appendix 4 for an overview of the market).

The two brands not only share similar product portfolios, they also leverage on

innovation as success factor. When Nivea introduced its revolutionizing time-saving In-

Shower body lotion and milk to the market, L’Oreal came up with a similar product

offering the same features short afterwards. Both brands are present on social media and

traditional media and also make strong uses of brand ambassadors.

Whereas Garnier builds its brand around beauty and wants to be seen as a beauty,

sexy and more cosmetic brand, Nivea is focused more towards the elements of security &

trust and on being perceived as a brand for the entire family. When looking at the two

shampoo advertisements by Garnier and Nivea, this difference in terms of values can be

seen immediately. While not all of Nivea’s shampoo ads incorporate the family aspect,

most of the still aren’t as commercial as the ones that Garnier is using and you would

certainly not find an ad similar to the one from Nivea with Garnier.

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In my opinion, Nivea’s German heritage and long tradition that results from that are

its competitive advantages. This is a niche, that no other brand can claim, certainly not in

the German market.

2.3. Internal Context

The Nivea brand has done a good job in branding most of its products and in

leveraging its values of trust, security and family and turned them into brand

differentiators.

Corporate Social Responsibility is an important part of the Nivea brand that is

engaging is various social projects in its different markets across the globe. In Germany,

Nivea is supporting the Deutsche Lebens-Rettungs-Gesellschaft e.V. (German Life

Saving Association) and helps them educate children on dangers associated with

swimming, beaches, sun and so on. However, the brand has not yet seized the opportunity

of promoting this social and educational involvement (Nivea, 2015).

Beiersdorf and the Nivea brand are further dedicated to its employees and have a

strong corporate culture based on the following principles: care, simplicity, courage and

truts. These values are integrated in the day-to-day business in order to keep them

present. As with the brands CSR, the corporate culture is also not communicated to

consumers (Beiersdorf AG, 2014).

2.4. External Context

Since 2008, NIVEA MEN has been cooperating with the German national soccer

team coach Joachim Löw. The partnership aims to continue strengthening the brand’s No.

1 position in the future. Since then, Joachim Löw has been part of several campaigns

across various media channels such as TV, radio and print. He is also the NIVEA MEN

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Skin Care Coach (see Appendix XY for communication example). In 2009, NIVEA

MEN also partnered with the German Soccer Association (DFB) and provides them with

personal care equipment.

In my opinion, soccer and NIVEA MEN are a perfect combination. With Nivea being

one of Germany’s most valuable brands that has a large and established customer base

and with soccer being the national sport in Germany that most of German men support, it

has been an extremely smart idea to build a partnership with the national soccer team

coach. Soccer is an important part of the life of German men. Therefore, the partnership

is a great way to reach the male consumer audience and build a strong and respected

brand image in the minds of the male consumers.

2.5. Main Communication Needs

Nivea has strong brand equity and is poised to continue growing. The company

occupies an 8 percent market share in beauty and personal care and the Nivea brand

shares account for 6.2 percent, leading the market (Euromonitor International, 2014c).

The Nivea brand also has a strong global presence and successfully operates in market all

across the globe (Euromonitor International, 2014a). Thus, the brand’s main

communication need is to secure this privileged position in the market and even further

strengthen the brand in markets that are not as successful yet.

Since innovation is the key driver to success in the skin care market (Euromonitor

International, 2014b), Nivea needs to continue to leverage its innovational capacities and

continuously expand and develop its product offerings. Furthermore, Nivea needs to be

aware of market trends in order to respond to consumer needs before the competition. By

doing so, they will be able to maintain its loyal customer base.

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3. Marketing Communication Goals and Positioning

3.1. Corporate Objectives

Neither Nivea nor Beiersdorf have corporate objectives listed on their website,

however they express that their main mission is to „be the number one in skin care in our

relevant markets and categories“ (Beiersdorf AG, 2015).

3.2. Communication Objectives

• Inform customers about new products (product innovations or product

developments).

• Get consumers to try new products through sampling, experiential marketing and

sales promotion

• Promote the Nivea umbrella brand and all its sub-brands.

• Establish long-lasting customer relationship.

• Express the value customers have for the brand.

• Reach the customer on an emotional level.

• Promote the brand’s core values: trust, security, family brand, quality

• Engage customers through experiential marketing, conversations on social media

and direct marketing

• Increase product demand and sales.

• Educate customers about right product usage (i.e. NIVEA MEN & NIVEA SUN)

• Connect to the customers on a level other than their products

4. Segmentation, Targeting and Positioning (STP)

As the Nivea brand has such a large portfolio, it is necessary for them to have

different target markets as well as consumer segments since otherwise, it would be

merely impossible to effectively reach people with different demands, needs, attitudes,

shopping behaviors, people from different demographics and socioeconomic

backgrounds.

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Since Nivea is a global brand, they could segment the market based on regions i.e.

based on all the markets they are operating in (geographic segmentation). Nivea could

also segment the market according to demographics such as age and gender: NIVEA has

a product line for only male customers, a product line for women over the age of 50 and a

product line for young consumers. Furthermore, since Nivea’s products have all kinds of

different purposes, i.e. moisturizing, cleaning, cosmetics, and so on, segmentation based

on demand and needs would be relevant too. Lastly, Nivea could segment its market

based on shopping behavior and brand attitude since the brand has a large loyal customer

base but also customer who don’t use Nivea products on a regular basis or who have

never used them before. These different segments have to be addressed differently to

guarantee effective marketing communication.

Nivea’s primary target audience is women aged 18 to 50 and older. Its secondary

audience is comprised of men aged 18 to 50 and older as well as younger consumers.

The brand’s ideal consumer would be a woman in her mid or late 20s who has a

medium level of income and has been a loyal consumer since her childhood and therefore

is familiar with the brand and its products. She is the head of the household when it

comes to shopping for beauty and personal care items and has 2 children, who also use

Nivea products, and so does her husband/ partner as well.

This ideal consumer could then become an influencer and convince current non-user

to start using Nivea and/or to switch from brands they are currently using.

5. Marketing Communications Strategy

Nivea has an extremely strong marketing heritage. Their first campaigns date back to

the 1920s. Since the brands values and benefits have barely changed, messaging in the

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early days of Nivea’s marketing communication is similar to the brand’s current

messaging to a certain extent. As the examples in Appendix 1 show, advertising themes

have already then been evolved around Nivea as a family brand and advertising was

mostly targeted at women. Current marketing themes are: Nivea as a family brand, trust,

security, products, consumer value and quality.

Its overall communication strategy is highly integrated across various channels and

uses a variety of communication tools to market its products and position the brand as

high quality family brand. Each product category has its own multimedia strategy making

use of both above-the-line advertising via TV, radio, print and out-of-home media, and

below-the-line advertising through direct mail, sales promotions and point-of-sale

marketing. Whenever Nivea is introducing new products to the market it makes use of

sampling (see Appendix 2). Experiential Marketing is another tool that the brand often

uses to introduce new products to the market (see Appendix 3).

Nivea has an extremely strong marketing heritage. Their first campaigns date back to

the 1920s. Since the brands values and benefits have barely changed, messaging in the

early days of Nivea’s marketing communication is similar to the brand’s current

messaging to a certain extent. As the examples in Appendix 1 show,

Its overall communication strategy is highly integrated across various channels and

uses a variety of communication tools to market its products and position the brand as

high quality family brand. Each product category has its own multimedia strategy making

use of both above-the-line advertising via TV, radio, print and out-of-home media, and

below-the-line advertising through direct mail, sales promotions and point-of-sale

marketing. Whenever Nivea is introducing new products to the market it makes use of

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sampling (see Appendix 2). Experiential Marketing is another tool that the brand often

uses to introduce new products to the market (see Appendix 3).

Nivea uses both pull and push strategies.

6. Message and Creative

As the communication tools I analyzed, namely advertising, direct marketing and

point-of-sale marketing, are completely different in nature and, to a certain extent, also

target different audiences, messaging and creative used are different in parts as well (see

Appendix 6).

7. Coordinated Communications Mix

As mentioned before, Nivea’s marketing communication is integrated across various

communication tools and mediums. This journal only covers part of the mix used by

Nivea.

The brand communicates through channels including social media (Facebook,

Twitter, Instagram and YouTube), emails, their corporate website and ecommerce

platform and use these channels for the various communication tools they use, namely

advertising, both online on social media platforms, their website and through emails, and

offline advertising through print campaigns and TV commercials.

Each communication tool has its own advantages and purposes as well as different

target audiences to a certain extent (see Appendix 6).

Their communication mix is integrated, since all platforms and tools are linked

together and interact in some way. Print campaigns, for instance, will list a link to the

brands website or sometimes even use hashtags. Online advertising campaigns and direct

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marketing emails will display sales promotions that have click-through links to Nivea’s

ecommerce platform.

8. Resources

8.1. Human Resources

Although Beiersdorf has an in-house marketing that is working with the Nivea

Germany brand, the company is also outsourcing activities to advertising agencies such

as German agency Jung von Matt and TBWA Germany (Lixil Graphics Ltd, 2015; Lixil

Graphics Ltd, 2015).

8.2. Financial Resources

In order to achieve its goal of becoming „the number one in skin care in our relevant

markets and categories“ (Beiersdorf AG, 2015), Beiersdorf is investing about $160

million yearly into research and development. This enables them to continuously

innovate and launch new products in order to meet the changing needs and find new

solutions for new developments in the market (Euromonitor International, 2014a).

In terms of marketing communications, Beiersdorf proves to efficiently use its

marketing budget. In 2014, advertising and marketing expenses declined to €1,461

million from previous €1,495 million without having to reduce the financial support of

the brands (Beiersdorf AG, 2014).

9. Scheduling and Implementation

Nivea’s media plan is well composed and includes various types of communication

channels, which allows them to effectively target their different audiences: they can i.e.

reach their younger audience through digital channels such as social media and emails,

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and can communicate with their older consumers through traditional print ads. Other

channels that are part of the marketing mix of Nivea that aren’t analyzed in this report

support this further.

In terms of scheduling and implementation, frequency and content seem relevant and

appropriate. Nivea frequently publishes content but doesn’t overload their customers with

too much or irrelevant information. On social media channels, they publish content once

a day on average, which is a good amount of content, given the fact that not too much

interaction between fans or followers and the brand is happening. While fans and

followers like and comment on posts, they rarely publish content on their own initiative.

Apart from social media, scheduling and implementation of direct marketing content

is chose appropriately as well. Nivea managed to achieve a good balance of staying on

the customers radar by sending out emails on a frequent basis but not annoying the

customer with too many messages.

Frequency and content of print advertisement seems well chosen as well with the

Nivea advertising in almost every issue when the magazine is extremely relevant in terms

of audience.

10. Evaluation and Control

Nivea is present on all channels that are relevant to their target audiences and thereby

achieve effective communication with their broad target audience. It is easy for consumer

to obtain information about the brand, its products and other relevant information.

When evaluating the brand’s marketing communications effectiveness, four important

measures should be considered: sales, engagement, brand recall & awareness and online

graders.

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While sales measures give clear information about whether the current promotional

mix is working or not. However, in order to know which communication tool is causing

sales increases (or sales decreases), it needs to be distinguished between the different

point-of-sales i.e. the brands own retail store, their online store or third party retail

outlets. Since the latter is hard to control, sales measures might not give the best

information as to what exact campaigns and what channels are working and which are

not.

Engagement on social media is easy to measure, since nowadays a wide range of

analytics allow for easy evaluation of engagement. When looking at Nivea’s scores on

social mention, it comes clear that the brand is doing well but that there still is room for

improvement.

Brand recall and brand awareness can be measured through research and studies.

Research by Ad Impact Monitor (2014) shows that Nivea print ads are usually extremely

successful among German consumers. The Nivea Q10 Plus Anti-Wrinkle Serum Pearls

print ad that can be found under examples in Appendix 7 had a KPI of 40.7% when it was

published in November 2014. The research further shows that 85.3% of participants

immediately recognized the brand, 64.7% found it credible and 502% found it unique

(Ad Impact Monitor, 2014).

11. Conclusion, Feedback and Summary

After having closely analyzed Nivea and the brands marketing communications, I

think that they are a huge marketing success. Despite the fact that the brand has been on

the market for 100 years and is operating in a extremely competitive environment, it is

still a leading skin care brand in several markets. The fact that Nivea’s product portfolio

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is so broad and that the brand has various target audiences to address makes their success

even more impressive.

Even though Nivea excels in using traditional marketing channels, they still have

some room of improvement when it comes to more contemporary channels such as social

media. Through their direct marketing channels, they are actively looking for brand

ambassador who test the products and then publish product reviews. However, these

reviews aren’t promoted on their social media strong enough. During my period of

observation, I could only find one retweet on Twitter that was promoting a product

review by a brand ambassador. Apart from that, engagement with the customer on these

digital channels has to be improved in general. One of the major differences between

traditional channels and social media is the fact that traditional channels are characterized

by a brand monologue whereas communication on social media should be characterized

by a dialogue, a conversation rather than a monologue.

Nevertheless, Nivea’s integrated marketing approach is well designed and executed.

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Bibliography

Ad Impact Monitor. (2014). Kreativtracking. Retrieved March 6, 2015, from Ad Impact

Monitor: http://www.adimpactmonitor.de/ranking/kreativtracking-print-november-

2014xlsx/unverwechselbarkeit

Beiersdorf AG. (2015). Always in Tune with the Times - The Global NIVEA Brand.

Retrieved March 6, 2015, from Beiersdorf: http://www.beiersdorf.com/brands/brand-

history/nivea

Beiersdorf AG. (2014). Annual Report 2014. Retrieved March 6, 2015, from Beiersdorf:

file:///Users/nelerieve/Downloads/Beiersdorf-2014-Annual%20Report%20(1).pdf

Beiersdorf AG. (2015a). Brands - NIVEA. Retrieved March 6, 2015, from Beiersdorf:

http://www.beiersdorf.com/brands/nivea

Beiersdorf AG. (2015). Our Strategy. Retrieved March 6, 2015, from Beiersdorf:

http://www.beiersdorf.com/sustainability/our-commitment/strategy

Brand Finance. (2015). Nivea. Retrieved March 6, 2015, from BrandFinance

Brandirectory: http://brandirectory.com/profile/nivea

Brand Finance. (2014). Top 50 Cosmetics Brands 2014 - The most valuable cosmetics

brands of 2014. Retrieved March 6, 2015, from BrandFinance Brandirectory:

http://brandirectory.com/league_tables/table/cosmetics-50-2014

Euromonitor International. (2014, July 9). Beauty and Personal Care in Germany -

Industry Overview. Retrieved March 6, 2015, from Euromonitor Passport GMID database

Euromonitor International. (2014c, July 9). Beauty and Personal Care in Germany -

Industry Overview. Retrieved March 6, 2015, from Euromonitor Passport GMID database

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Euromonitor International. (2014, July 9). Beiersdorf AG in Beauty and Personal Care

(Germany) - Local Company Profile. Retrieved March 6, 2015, from Euromonitor

Passport GMID database

Euromonitor International. (2014a, July 9). Beiersdorf AG in Beauty and Personal Care

(Germany) - Local Company Profile. Retrieved March 6, 2015, from Euromonitor

Passport GMID database

Euromonitor International. (2014, July 9). Deodorants in Germany - Category Briefing.

Retrieved March 6, 2015, from Euromonitor Passport GMID database

Euromonitor International. (2014b, July 9). Skin Care in Germany - Category Briefing.

Retrieved March 6, 2015, from Euromonitor Passport GMID database

Lixil Graphics Ltd. (2015). Nivea Creme: "GENTLE MEN" Print Ad by TBWA\

Dusseldorf. Retrieved March 6, 2015, from Coloribus:

http://www.coloribus.com/adsarchive/prints/nivea-creme-gentle-men-1254505/

Lixil Graphics Ltd. (2015). Nivea For Men: "Worry lines, Car" Print Ad by Jung Von

Matt/Alster Hamburg. Retrieved March 6, 2015, from Coloribus:

http://www.coloribus.com/adsarchive/prints/nivea-for-men-worry-lines-car-18732905/

Nivea. (2015). Marke (brand). Retrieved March 6, 2015, from Nivea.de:

http://www.nivea.de/ext11/de-DE/nivea-erleben/marke

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Appendices

Appendix 1: Marketing Examples of Nivea’s Early Years

Germany 1937 Great Britain 1958 (Use Nivea Creme daily to treat your skin)

Appendix 2: Sampling

Sampling as Part of Launching the Nivea In-Shower Body Moisturizer

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Appendix 3: Experiential Marketing

Experiential Marketing Used to Have Consumer Experience New Products

Appendix 4: Nivea vs. Garnier

Garnier Shampoo Advertisement Nivea Shampoo Advertisement

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NIVEA GARNIER

Points-of-Parity

• similar product portfolio • brand of globally

successful company: Beiersdorf AG

• innovation as success factor

• positive reputation in skin care

• high level of brand recognition

• similar product portfolio • brand of globally

successful company: L’Oreal

• heavily relies on innovation positive reputation in skin care

• high level of brand recognition

Points-of-Difference

• German heritage • long tradition • family brand • children’s line • more natural

• strong focus on hair products

• more commercial o i.e. celebrities o sexual

Appendix 5: Partnership with German National Soccer Team Coach

Coach Löw as Nivea Skin Care Coach

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Appendix 6: Communication Tools Evaluation

Advertising Point-of-Sale Marketing

Direct Marketing

Objectives ! create brand awareness for non-users

! remind consumers of product offerings – for brand users, brand recall

! introduce new products to the audience

! inform consumers about the quality and security of the brand

! communicating the brand values

! generate sales

! generate sales ! convince

consumers to purchase products

! raise consumers interest in product offerings

! get people to return to stores, online shops etc.

! generate sales ! keep customers

informed about products offerings, latest products, events, etc.

! attract brand ambassadors

! build customer relationship

Method Creating content that emotionally engages consumers by using colorful visuals and putting the focus on the product and its benefits, including quality related information such as tested by German Consumer Foundation.

Product displays in physical locations that appeal to the customers and that present the products in a nice way. Create an attractive online platform where people want to spend time shopping and an interface is easy to use.

Emails that reach current and potential customers and that make them aware of new products, product offerings and promotions and other company related information.

Benefits ! large audience, even non-users

! continuous messaging to the audience

! large audience ! personalized offerings

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! social media: engagement with consumers – feedback & conversation, sharing

Appeal emotional rational emotional Tone Informative,

welcoming Neutral Friendly,

informative Visuals Product-centric,

brand logo, blue color dominant, natural looking models to stick to the brand values, informative text (information about product quality)

Blue color dominant as well, retail store: product offerings presented in an attractive and elegant way

Colorful, engaging visuals, structured in a way that benefit for consumer is immediately visible: i.e. coupon

Measures for Tracking Success

Print Measure changes in sales activity, study on brand recall and brand awareness Digital Followers, Likes, Comments, Click-throughs if link to store provided

Online Changes in sales activity, most-clicked on products, number of purchases, what sites did consumers spend most time on? Retail Store Sales activity, inventories, how many consumers asked for further information

Click-throughs to links provided in email, measure if users actually opened the email and how much time they spent reading it

Call to Action Link to website, social media, etc.

Purchase products are require more information

Click-throughs to links

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Appendix 7: Communication Tool A – Advertising

Different Media

Print/ Magazines

! InStyle Magazine Germany, issue April 2015

o Nivea Cellular Perfect Skin advertisement, 1 page

o Nivea Q10 In-Shower Body Lotion advertisement, 1 page

! Freundin, issue 5/2015 – February (German women’s fashion & beauty

magazine)

o Nivea Q10 Plus Anti-Wrinkle Serum Pearls advertisement, 1 page, back

cover

! Gala, issue 11 – March 4, 2015

o Nivea Cellular Perfect Skin advertisement, 1 page


o Nivea BB Cream advertisement, half a page


o Nivea Q10 In-Shower Body Lotion advertisement, 1 page

Social Media

Facebook

! March 3 - Advertisement, New Product: Nivea Creme Smooth

! March 5 - Advertisement: Nivea Creme Care

! March 11 - Advertisement: Cellular Perfect Skin

! March 16 - Advertisement: Skincare

! March 17 - Advertisement, New Product

x

! March 19 - Advertisement, Commercial, NIVEA SUN

! March 23 - Advertisement: BB Cream

Twitter

! March 3 - Advertisement, New Product: Nivea Crème Smooth

! March 5 - Advertisement: NIVEA Mega Strong Product Line

Examples

Nivea Cellular Perfect Skin print ad Nivea Q10 In-Shower Body “LOOKING RADIANT AND YOUNG. Moisturizer print ad IMMEDIATELY “FIRMING POWER FOR THE

Illuminates Your Skin.” SHOWER Nivea In-Shower Body Moisturizer, quickly absorbed, firm feeling“

xi

Nivea Q10 Plus Anti-Wrinkle Serum Pearls print ad Nivea BB Cream print ad “Revolutionary Pearls. Effective Against Wrinkles. “Tested by German Consumer 10 years of Q10 research in Serum Pearls. Foundation, verdict good (2,2) Patent Formula” 1. Evens 2. Illuminates 3. Covers 4. Protects 5. Moisturizes”

xii

Nivea In-Shower Moisturizer Facebook Ad Nivea Cellular Perfect Skin Facebook Ad “The new NIVEA In-Shower Body Lotion “Looking naturally young – in seconds” formulated with Co-Enzym Q10 easily and quickly firms your skin”

Nivea Crème Smooth Twitter Ad “Now new: the #NIVEA Crème smooth lotion. Our guarantor

for a smooth start in the day. #news

Apendix 7: Communication Tool B – Point-of-Sale Marketing

Nivea Retail Store Hamburg, Germany

! March 20, 2015: http://www.nivea.de/ext11/de-DE/nivea-erleben/haus

Amazon

! March 20, 2015:

http://www.amazon.de/gp/feature.html?ie=UTF8&docId=1000726753

Nivea online shop

! March 20, 2015: http://shop.nivea.de/

xiii

Examples

Nivea Retail Store: “Nivea House” in Hamburg, Germany

Amazon

xiv

Nivea Online Shop

Apendix 8: Communication Tool C – Direct Marketing

Email

! February 27, 2015: Corporate Message – Welcome (Newsletter)

! February 28, 2015: Advertisement: Nivea Sun

! March 2, 2015: Corporate Message – Sign Up For NIVEA COMMUNITY

! March 13, 2015: Advertisement: Nivea In-Shower Body Moisturizer

! March 13, 2015: Corporate Message: Become A Brand Ambassador

! March 18, 2015: Sales Promotion: Nivea Body Milk & Nivea Deodorant

! March 23, 2015: Sales Promotion: Coupon 8 Euros

! March 25, 2015: Sales Promotion: Nivea Sun

! March 25, 2015: Sales Promotion: Free Sample


xv

Corporate Website


Examples

Advertisement Email Newsletter Sales Promotion Email Newsletter

Corporate Message: Become a Brand Ambassador Corporate Website

xvi

Appendix 9: Facebook

o February 27 - Content to Connect with Audience (Brand Logo Visible)

o February 27 - Content, referring to #dressgate (Brand Logo Visible)

o March 2 - Content (Brand Logo Visible)

o March 3 - Advertisement: New Product

o March 4 - Sales Promotion: Win Nivea Gift Set

o March 5 - Advertisement

o March 9 - Content, expressing Customer Value (Brand Logo Visible)



o March 12 - Sales Promotion (Nivea Consultant)



xvii

o March 17 - Advertisement: New Product







o March 25 - Sales Promotion: win BB Cream

Appendix 10: Twitter

o February 27 - Content, Dressgate (Brand Logo Visible)


o March 3 - Advertisement, New Product: Nivea Crème Smooth

o March 4 - Retweet, Product Review

o March 5 - Advertisement: NIVEA Mega Strong Product Line

xviii


o March 9 - Content

o March 10 - Content



o March 13 - Content: Call to Become Brand Ambassador







o March 25 - Sales Promotion: Win Nivea BB Cream

Appendix 11: Evaluation of Social Media Platforms

Date post:	17-Jul-2015
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