Growing a mature brand in saturated markets isn't easy but is certainly an interesting challenge. We built a business case for Nivea Men's global growth, recommend action plans and insights based marketing strategy to tread the volatile business arena. Created as part of a master's programme in Market Research & Consumer Behaviour

1. Ashwath SriHari, Bianca Tavares, Chen Yang Lim,
Elizabeth Hoffman, v José Castillo, Malak El Halabi, Tara Deighton
M I L L W A R D B R O W N
C H A L L E N G E
T E A M B
NIVEA MEN

2. N I V E A M E NT E A M B
• Industry is worth $36,131.7M w/ a
nominal growth rate of 2.4%
• NIVEA Men owns 5% market share and
is growing at 5%
Goal for 2016:
• Increase market share in both Mature
and Emerging markets
• Increase market share 15%, to achieve
5.75% market ownership.
• This will lead to additional sales of
US$275.5 Million.
• Mature brand and changing industry
provide NIVEA Men with an interesting
challenge
• It is a challenge which is both realistic to
the business world and require market
research
• Opportunities in Emerging and
Mature Markets
• Able to leverage several of Millward
Brown’s trends for staying current and
thriving in a digital world.
• Focus on cultural and sporting events
specific to each region, due to success
replicated with Real Madrid FC and
Liverpool FC.
• Public fitness and health events like
Spartan runs, Tough mudder, and
Marathons with NIVEA sponsored areas
at finish line.
• Focus countries for each region are
selected based on growth potential by
• Size of market
• Projected population growth
• Total population
Value of opportunity
defined absolute value share
to be gained
Growth rationale for choosing
the brand
Feasibility of activity plan

3. N I V E A M E NT E A M B
The Basic Promise:
• The Functional Benefits: Emerging
Markets
• The Emotional Benefits: Mature Markets
• The Supporting Evidence: Mature
Markets
Targeted campaigns (benefit and emotion
based) according to the familiarity and
penetration of each market
Focus on digital channels through socially
shareable content (humour based)
• For our market matching strategy, we
are focusing on ATL Marketing in key
sporting events throughout the year.
• Outdoor Advertising
• Magazine Ad placements
• TVCs
• Special Events & Product Give-aways
Secondary Sources
• News articles
• Marketing Journal Articles
• Industry Databases (Euromonitor
International)
• Beiersdorf Annual Report
Primary Research
• Life-Hack Campaign analysis - website,
• Nivea Men Digital Media Analysis
• Main Channels
• Qualitative
• Focus groups
• In-depth Interviews
• Whatsapp discussion
Key Communication Focus
of the Brand
Multiplying Effect of
Media Strategy
Key Sources of Information

4. N I V E A M E NT E A M B
Value of Opportunity Defined by Absolute
Market Share
NIVEA Men is currently growing at an average
5% vs the market average of 6%. Looking
forward, from 2014 to 2019, Men’s Grooming is
expected to grow 14.7% (US$5,211.6mn)
These increases would result in NIVEA Men
increasing their market share 15%, to achieve
5.75% market share. In 2016, this will lead
to additional sales of US$275.5 Million.
Maintaining this market share would lift sales by
$859.3 Million by 2018
Note: For these calculations “Mature Markets” included
North America, Western Europe, Eastern Europe and
Australia.“Emerging Markets” included Latin America, Asia
Pacific and the Middle East & Africa
Research Source: © Euromonitor International. Note: Forecast
regional/global values are the aggregation of local currency
country data at constant latest year prices converted into the
common currency using fixed exchange rate for the latest year.
Our Quantitative Targets:
The Men’s Grooming industry is currently worth
$36,131.7 million
and the market has a nominal growth rate of 2.4%. Currently,
NIVEA owns 5% market share of Men’s Grooming.
Mature Markets
+10%
$94.4 Million
in Additional Sales
Emerging Markets
+20%
$181 Million
in Additional Sales

5. N I V E A M E NT E A M B
NIVEA Men is a mature brand and changing industry dynamics provide NIVEA with an interesting challenge for
growing their men’s line. It is a challenge which is both realistic to the business world, and one which will require
market research to evaluate the NIVEA business as well as competition before moving forward with a marketing plan.
Growth Rationale for Choosing the NIVEA Men
Emerging Markets
Capitalize on the growth potential of the core
business, through establishing brand recognition
and preference
Mature Markets
Turning brand recognition into brand preference
and affinity to gain market share by creating
High Impact Value Propositions that engage and
connect customers with the brand
Regional strategies with urban focus
Innovative product launches
to meet regional needs and serve the aging
population
Integrated marketing communication channels
& relevant messaging
to enhance the value proposition to engage
conscious and pressured consumer
t w o c u s t o m e r - f o c u s e d
g r o w t h s t r a t e g i e s
s t a y i n g c u r r e n t a n d t h r i v i n g
in a digi t al world +
+
By 2018, Internet advertising will be poised to overtake TV as the largest advertising segment - CMO Council

6. N I V E A M E NT E A M B
Strategy Media Where How
Above-the-Line Copa America/Euro 2016/Rio
Olympics
Tourist/Scenic Locations
Billboard
Roadshows & Themed Booths
During Span Of Event
Free Samples And Branded
Collateral
TVC Prime-time & Evening News Care Is Beautiful
Outdoor Advertising Urban Areas
Billboards
Bus-Stops
Metro Stations
12-Week Period Leading Up To
Festive Seasons
Magazines Men’s Health And Lifestyle Bi-Monthly Full-Page Ads
Summer Movie tie-in Urban Areas Themed Bundles And Free
Samples
Below-the-Line Free Samples As Support Material For Events
Branded Collateral As Support Material For Events
Digital Media Online Mini Series Facebook, Twitter, Youtube. Humor-based* video clips
Hashtag Campaigns
(engagement generation)
#NiveaCares
Feasibility of Activity Plan
COMMUNICATION STRATEGY
* http://www.emarketer.com/Article/Case-Study-NIVEA-Uses-Humor-Men-Face-Grooming-Facts/1010086

7. N I V E A M E NT E A M B
Feasibility of Activity Plan
REGION FOCUS JANUARY FEBRUARY MARCH APRIL
North America USA Campaign Campaign: Life Hacks Sponsorship: NFL / NHL Sponsorship: NHL / NBA Sponsorship: MLB
Featured Product Face Moisturizer (Sensitive Line) Shower Gel (Silver Protect)
Latin America Brazil Campaign Sponsorship Sponsorships and free samples
Featured Product Energizer Q10 SPF Line Active3 3in-1 Body Wash
Western
Europe
UK Campaign Campaign: Life Hacks Sponsorship: Rugby Campaign: Life Hacks
Sponsorship: Rugby
Sponsorship: Rugby
Featured Product Product Line: Face Moisturizer (Sensitive Line) Active3 3in-1 Body Wash
Eastern Europe Russia Campaign Spokesperson: RussianNHLPlayer In-Store Promotions
Featured Product Active Age Line (Active Age Day Moisturizer) Sensitive Gel Moisturizer and Protective Lotion
Asia Pacific China Campaign Campaign: CNY Celebrations In Store - CNY Celebrations
Featured Product Active Age Line (Active Age
Day Moisturizer)
Platinum Protect 3-In-1
Deodorizing Body Wash
Original Moisturizing Face Wash
South Asia India Campaign Campaign: Moisturizers, Hand Cream Sponsorship: World Cup, Skin
Care Promotion: Holi
Sponsorship: IPL
Featured Product Dark Spot Reducer & Oil Control Face Wash 10X Whitening Effect Dark Spot Reducer & Oil
Control Face Wash 10X
Whitening Effect
Active3 3in-1 Body Wash
Middle East &
Africa
UAE Campaign ATP Doha Tennis Endorsement Ads Beard Care Launch, GP Bahrein
Featured Product Product Line: Face Moisturizer (Energy Line) Energy Shaving Gel Q10
Australia Australia Campaign Campaign: Life Hacks Sponsorship: Rugby Campaign: Surf and Shower
Featured Product Energizer Q10 SPF Line Active3 3in-1 Body Wash
JANUARY 2016 – APRIL 2016

8. N I V E A M E NT E A M B
Feasibility of Activity Plan
REGION FOCUS MAY JUNE JULY AUGUST
North America USA Campaign Sponsorship: MLB In-Store promotions
Featured Product Active Age Line (Active Age Day Moisturizer) Energizer Q10 SPF Line
Latin America Brazil Campaign Sponsorship to the event In store promotions and gift
sets
In store promotions, gift sets
and sponsorship
Featured Product Platinum Protect 3-In-1 Deodorizing Bod Wash Active Age (Active Age Double
Action Balm)
Western
Europe
UK Campaign Sponsorship: Rugby In-Store promotions
Featured Product Active Age Line (Active Age Day Moisturizer) Platinum Protect 3-In-1 Deodorizing Bod Wash
Eastern Europe Russia Campaign Sponsorship: Grand Prix F1 Brand Recognition Campaign with russian sports history key
moments
Featured Product Sensitive Gel Moisturizer and
Protective Lotion
Platinum Protect 3-In-1 Deodorizing Bod Wash Active3 3in-1 Body Wash
Asia Pacific China Campaign In Store - UEFA Champions League Final Campaign - Summer
Blockbusters
In Store - BPL Season
Featured Product Original Moisturizing Face Wash
South Asia India Campaign In-Store Promotions Campaign - Bollywood Celebrity Endorsement
Featured Product Active3 3in-1 Body Wash Platinum Protect 3-In-1 Deodorizing Bod Wash
Middle East &
Africa
UAE Campaign Summer Tv Advertisement Ramadan Sales Promotions Eid Sales Promotions
Featured Product Platinum Protect 3-In-1 Deodorizing Bod Wash + Roll On
Australia Australia Campaign Campaign: Surf and Shower Sponsorship: Rugby
Featured Product Active3 3in-1 Body Wash Original Line: Replenishing Post
Shave Balm
Energy Line: Skin Energy Double Action Balm
MAY 2016 – AUGUST 2016

9. N I V E A M E NT E A M B
Feasibility of Activity Plan
REGION FOCUS SEPTEMBER OCTOBER NOVEMBER DECEMBER
North America USA Campaign In-Store promotions Beard Care Launch - TV Spots,
Internet Campaign
Movember: Beard Care Post Movember Shaving
Promotion: Shave It Or Save It
Featured Product Anti Irritation Line (Extreme
Confort Post Shave Balm)
Sensitive Line (Sensitive Shaving Foam) Original Shaving Gel -
Replenishing Post Shave Balm
Latin America Brazil Campaign In store promotions, gift sets and sponsorship Sponsorship In store promotions
Featured Product Energy Line (Skin Energy
Double Action Balm)
Face Moisturizer (Original Line) Platinum Protect 3-In-1
Deodorizing Bod Wash
Original Line
Western
Europe
UK Campaign Beard Care Launch - TV Spots,
Internet Campaign
Movember: Beard Care Post Movember Shaving
Promotion: Shave It Or Save It
Featured Product Platinum Protect 3-In-1
Deodorizing Bod Wash
Cool Kick Shaving Gel Sensitive Cool Shaving Gel Original Shaving Gel -
Replenishing Post Shave Balm
Eastern Europe Russia Campaign Beard Care Launch - TV Spots,
Internet Campaign
Movember: Beard Care Post Movember Shaving
Promotion: Shave It Or Save It
Featured Product Active3 3in-1 Body Wash Sensitive Shaving Gel Original Shaving Gel -
Replenishing Post Shave Balm
Asia Pacific China Campaign Sponsorship - Singapore F1 In Store - Halloween In Store - Christmas
Featured Product Sensitive Face Wash Exfoliating Face Scrub Original Line
South Asia India Campaign Beard Care Launch - TV Spots,
Internet Campaign
Shaving Promotion
Featured Product Platinum Protect 3-In-1
Deodorizing Bod Wash
Cool Kick Shaving Gel Original Shaving Gel -
Replenishing Post Shave Balm
Middle East &
Africa
UAE Campaign Beard Care Launch - TV Spots,
Internet Campaign
Celebrity Endorsement
Featured Product Cool Kick Aftershave Fluid
Australia Australia Campaign Sponsorship: Rugby, Australian
Rules
Beard Care Launch - TV Spots,
Internet Campaign
Movember: Beard Care Post Movember Shaving
Promotion: Shave It Or Save It
Featured Product Active Age (Active Age Double
Action Balm)
Energy Line: Skin Energy Shaving Gel Original Shaving Gel -
Replenishing Post Shave Balm
SEPTEMBER 2016 – DECEMBER 2016

10. N I V E A M E NT E A M B
T h e B a s i c p r o m i s e :
The Functional Benefits: Emerging Markets
Softness • Cleanliness • Affordable Innovation
The Emotional Benefits: Mature Markets
Trust • Confidence • Responsibility • Honesty
The Supporting Evidence: Mature Markets
Quality • Tradition • New Product Lines
E M E R G I N G M A R K E T
Benefit-based campaigns (Awareness)
M A TU R E M A R K E T
Emotion-based campaigns (Connection)
V a l u e p r o p o s i t i o n
“Providing high end, innovative skincare
products for men at affordable prices”
P o s i t i o n i n g
Nivea Men is positioned toward the user. The
typical brand user is profiled as the one who
tackles things on their own.
The brand has the tagline “It starts with you”
which is a decent call to action. However it might
not communicate the strengths of the product
Humour based campaigns can also be used
through digital channels for its shareability and
engagement of the male audience
“A good man ad would be... selling the
features and the thought that went into
the product” - Male focus group respondant
Key Communication Focus of the Brand

11. N I V E A M E NT E A M B
MAR K ETING STRATEGY
For our market matching strategy, we are
focusing on ATL Marketing in key sporting
events throughout the year.
• Outdoor advertising in high density area to generate maximum
brand awareness
• Ads to be placed in men’s lifestyle and health magazine to remind
customers why they are using Nivea or why they should start
• TVC to reach masses within the region
Alternating between outdoor, print and TV ads, to constantly expose
the image of Nivea to its audience
MAIN CHANNELS
Outdoor Billboards
Rio themed products and ads during the
Rio 2016 Olympics – each ad/campaign
will run between 8-12 weeks
Magazine Advertisements
Bi-monthly full page ads to reinforce and
resonate TV and themed campaigns
Special Events
NIVEA beach balls in Rio, marathon
finishing line with refreshment stations
(antibacterial hand wash, nivea water
bottles)
TV
Prime-time commercials broadcasting
benefit-based ads and more emotional-
based ads during evening news to target
a more mature audience
Multiplying Effect of Media Strategy

12. N I V E A M E NT E A M B
SECONDARY SOURCES
• News articles
• Marketing Journal Articles
• Industry Databases - Euromonitor
International
+ Used to gain an understanding of
global industry trends
+ Nivea
• Beiersdorf Annual Report
PRIMARY RESEARCH :
“Internal Research”
• Life-Hack Campaign analysis - website,
• Nivea Men Digital Media Analysis
+ SEM Rush
+ Similar Web
“Competitive Analysis”
• Competitive Shopping – El Corte Ingles,
Dia, Carrefour
• Analysis of competition’s digital media
+ SEM Rush
+ Similar Web
MAIN CHANNELS
Qualitative:
Qualitative research was used to gain an understanding of consumers relationship with skincare
Understand their skincare routines and consumption behaviour
• Analyze how NIVEA’s target market perceive personal care
• Understand how they currently position NIVEA and its competitors in the men’s
grooming market
• Test NIVEA Men’s new “Life Hack” campaign and its impact in relation to current brand
perception
To complete this research we used the up-down model incorporating three levels of analysis
in qualitative studies derived from psycho-sociology: macro-groups, micro-groups, and
individuals.
• Macro Group: Whatsapp Focus Groups: Men & Women
• Micro Groups: Traditional Focus Groups
+ Two Focus Groups representative of Nivea’s target market (not frequent users)
+ Two Focus Groups of “heavy skincare users”
+ Two Focus Groups of women who shop for their partners
• Individual: 10 In-depth Interviews: heavy, light users, and women
Moving Forward:
• Large scale Testing : Conjoint Analysis of listed benefits in Advertising
• Compare Sales Data before and after Campaign
• Discover New Product/Concept (eg. Beard Care)
Key Sources of Information

13. N I V E A M E NT E A M B
M I L L W A R D B R O W N
C H A L L E N G E
T E A M B F O R N I V E A M E N