Nivea for men case analysis of Christmas gift

1. OBJECTI-
VE
CONCLUS-
ION
RESULTS
GOAL
VAMSI KRISHNA
RAHUL SINGH
AAKASH SHARMA
SUMIT SINGH
SOHIL
VIVEK

2. GOAL
Object
ive
RESULTS
CONCLUS-
ION
INTRODUCTION
The 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.

3. 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?

4. 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

5. Reach
11,000 women users
Target
Female 25-54
Duration
One year
Marketing objective
Build awareness
Campaign type
Brand
strategy/brand
content

6. • 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

7. Product
Price
Place
Promotion
Marketing Mix
Nivea men
7-16 pounds
United Kingdom
Facebook

8. SWOT
ANALYSIS
opportunities
Threats
Weakness
Strengths
Strengths
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.

9. 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.

10. 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

12. 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.