OBJECTI-VE

CONCLUS-ION

RESULTS

GOAL

NIVEA FOR MEN CASE ANALYSIS BYVAMSI KRISHNA

RAHUL SINGHAAKASH SHARMA

SUMIT SINGHSOHILVIVEK

GOAL

Objective

RESULTS

CONCLUS-ION

INTRODUCTIONThe NIVEA brand is one of the most recognised skin and beauty care brands in the world. It first introduced by Paul Carl Beiersdorf NIVEA creme was first introduced in 1911 and the NIVEA brand now extends to 14 product ranges worldwide.

In 1980 when Beiersdorf, the international company that owns NIVEA, launched its NIVEA FOR MEN range internationally.

In 1993, NIVEA FOR MEN developed a fuller range of male skincare products.

The NIVEA FOR MEN brand was launched in the UK in 1998.

GOAL

OBJECTI-VE

RESULTS

RESULTS

To create awareness about the brand from Facebook app store with the help of Designed gift wrapping incorporated with image of recipient and sender from his Facebook account

What was the Goals / Background of the Campaign?

GOAL

OBJECT-IVE

RESULTS

CONCLUS-ION

What was the Campaign Objective?

• Reach the required females

• Drawing attention to the quality of product

• Introduce product range

• Drive consumer to Facebook store to purchase a Nivea for men gift

Reach11,000

women usersTarget

Female 25-54

Duration One year

Marketing objective

Build awareness

• Products advertisements displayed in television, along with an invitation to visit the Facebook store.

• The takeover concept created an engaging environment for consumers, and provided many opportunities for interaction with the range of products.

• This Say Media Campaign developed an online advertising campaign using its own Ad Frames platform.

• And also full-screen takeover concepts on specific targeted sites with the appropriate age/gender demographic. Men

Implementation

Product

Price

Place

Promotion

Marketing Mix

Nivea men

7-16 pounds

United Kingdom

Facebook

SWOT ANALYSIS

opportunities

Threats

Weakness

StrengthsStrengths

The globally Recognised Brand Presence in 20 products and more than 50 countries.

Huge brand Recall & Equity

Very Strong Distribution Network

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

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

weakness Opportunity Threats

perceived as a winter cream.

Because of its thickness and oily consistency.

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

Intense competition in skincare segment

Intense competition in skincare segment.

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.

GOAL

OBJECT-IVE

RESULTS

CONCLUS-ION

What were the results ? Achieved goals including heightened brand awareness

Enhanced desire for the product

Increased traffic to Facebook store

Ad frame delivered more then 29 million free impression

Average time of each customer was 27.52 seconds

11000 customers clicked through the Facebook page

GOAL

OBJECTI-VE

RESULTS

CONCLUS-ION

CONCLUSION• The key to success of this short online ad campaign was

the ability to show a gallery of all the Nivea For Men products together through Say Media's Ad Frames browser takeover full-screen concept, which drove up the click-to-site rate

• The large range of options created a 'window shopping' effect delivering plenty of choice for the targeted female consumers, allowing them to make informed buying decisions.