This document provides information on Nivea's brand analysis in India. It discusses Nivea's parent company, target segments, positioning, strengths, weaknesses, opportunities, threats, competitors and more. It then provides a media plan to promote Nivea men's grooming products in Kolkata with a budget of Rs. 6.5 crore. The plan allocates the budget across television, radio, newspapers and calculates the expected reach and impressions for each. It finds that the allocated budgets will achieve around 65%, 68% and 67% of the total targeted impressions through television, radio and newspapers respectively.

1. Submitted by:
Aayush Jaiswal
MFM (2016-2018)
NIFT ,Kolkata

2. Parent Company Beiersdorf AG
Category Personal care brands –
Skin cream
Sector FMCG
Tagline/ Slogan It helps protect your skin;
106 years of skin care for
Life
USP Nivea makes dry skin
smooth and irresistible to
touch

3. Segment Personal skin care products.
Target Group Middle class all age groups for
skin care.
Positioning Nivea is positioned in the
platform of "Gentle Care" and
" Wellness“.

4. Strengths
1. Nivea globally is the brand that has its presence
in around 20 product categories in more than 50
countries.
2. Nivea has huge brand recall and equity.
3. Very strong distribution network.
4. The packs ‘Blue and White’ color as its brand
element.
5. Excellent advertising & brand visibility makes it
a top of the mind brand.

5. 1. Nivea faced criticism over ad campaigns
which were termed as racist by a few people.
2. Intense competition in skincare segment

6. 1. Well reputed and established global brand,
every chance to grow in the emerging
economies as well.
2. Nivea has an opportunity to increase market
share.
3. Entry in men’s segment by focused products.

7. 1. Popularity of other skin care brands.
2. Fierce marketing from competitors while
Nivea still lies on lazier front.

8. 1. Vaseline
2. Ponds
3. Johnson & Johnson
4. Lakme

9. Face Shaving DeodorantShower
Face Wash
Face Crème
Face Scrub
Lip Care
Moisturiser
Shaving Gel
Shaving Foam
After Shave
Lotion
After Shave
Balm
Face
Cleansing
Face
Moisturiser
Post
Shave
Pre
Shave
Roll-On Spray
Shower Gel
NIVEA MEN

10. Began advertising in 1912
Means of strengthening consumer perceptions
of a quality product
Simple, plain & informative ads
In 1910s & 1920s, advertised three products –
crème, soap & powder
Established the images of Nivea women as
clean, fresh & natural

11. Blue and white colors always convey and show
purity and cleanliness.
The functions of the brand that the company
promises: pure, clean and beautiful skin.

12. • Sincerity
– Down-to-earth: family-oriented
– Honest: sincere, real, caring, mild, gentle
– Wholesome: natural, classic, original, high-
quality
– Cheerful: sentimental, friendly, warm, happy,
feel-good

13. • Excitement
– Spirited: lively, clean, fresh
• Competence
– Reliable: trustworthy, protective
• Sophistication
– Reflects styles of time, modernized
– Charming: gentle

14.  Build more brand awareness within primary target market.
 Remind secondary target market of brand preference-
Reposition branding.

15. Primary Target
Urban males ages 18 to 35 years old
Living in high-density “big city” areas
Professional mentality within the workplace
Concerned about personal appearance
Maintain a well-groomed personal image to attract women and induce
jealousy

16. Secondary Target:
Middle and upper middle class males ages 40 to 65 years old
Living in medium-density “big city” areas
Concerned about personal appearance to maintain a competitive advantage in
workplace
Maintain a well-groomed personal image to “think and feel young”

17.  Our objectives are to show that Nivea is a family of products
for all ages and gain brand awareness and preference within
men ages of 18 to 65.
 The new ads will maintain the old colour scheme of “Nivea
blue” but with a new secondary colour and a new tagline.
 There will not be the same “handsome men in the shower or by
the sink in the bathroom” in the advertisements either.

18.  We want to maintain brand loyalty from our current users but
reposition the brand to attract new users as well.
 To reposition Nivea as an “all ages” product for men.
 To reposition Nivea away from the old conservative and
predictable ads.

20. Particulars Number of
Heads
Basis and
Assumptions
Source
Population of
Kolkata
4.6 million =
4600000
- http://worldpopulationreview.
com/world-cities/kolkata-
population/
Male Population
of Kolkata
2421060 900 women in
every 1000 men
Target Market 1210530 50% of the
Potential
Users(assumed)
Brand Aware
Market
968424 80% of the
Target Market
https://accessdevelopmento
m/customer-loyaltystatistics-
2016edition#loyalty
FMCG
Conversion
Rate
358317 37% of the
Brand Aware
Market
https://www.quora.com/What
-is-the-average-conversion-
rate-of-product-samples-to-
sales

21. Particulars Number of
Heads
Basis and
Assumptions
Source
Repeat
Purchase
71664 20% of the
Converted Rate
Assumed
Exposures/
Impressions
Required
35 per head For the Top of the
Mind Positioning
https://www.promosapiens.hr/
en/how-many-times-a-
customer-needs-to-see-an-
ad-or-a-commercial/
Number of
total
Impressions to
be Created
42368550 35*Target
Population
-
GRP 1750 1 exposure per
1% of the Target
Market
Impressions Required *
Potential user %
Target Market Calculation

22. Particulars Amount (in Rs.) Assumption Source
Target Sales for
Nivea Product
44,63,30,00,000 Including Inflation Rates https://www.prnewsw
ire.com/news-
releases/india-mens-
grooming-products-
market-forecast-and-
opportunities-report-
2015--2020---rising-
popularity-of-
foreign-companies-
with-procter--
gamble-hul-and-
nivea-dominating-
300083568.html
Projected
advertising
budget
15,62,15,50,000 35% of its target sales.
Target Sales in
Eastern India
8,92,66,00,000 Dividing the Target Sales of
India into 5 main zones – East,
West, North, South and North
East
Projected
advertising
budget
3,12,43,10,000 35% of target sales
Target Sales in
Kolkata
2,23,16,50,000 As Kolkata is a metro city –
25% of Target Sales in Eastern
India
Projected
advertising
budget
78,10,77,500 35% of target sales

23. Particulars Amount (in Rs.) Assumption Source
Target sale in
Kolkata/month
18,59,70,833 Assuming Equal Sales
Throughout
Projected
advertising
budget/month
6,50,89,791
Now with this Promotional Budget, 1750 GRP needs to be purchased with Rs. 6,50,89,791
Cost of 1 GRP 37194 Budget/1750

24. Television
Radio
Newspapers
Magazines
Outdoor Advertisements

25. Channel Language Reach in
India in 1
Week
Reach in
Eastern
India in 1
Week
(Assumpti
on:
Divided in
5 zones –
East,
West,
North,
South and
North
East)
Reach in
Kolkata in
1 Week
(Assumpti
on: 40% of
the reach
of Eastern
India)
Reach in 1
Month
(Reach in
1 week*4)
Reach in
the
Preferable
Slot
(12pm to
7pm) –
70% of the
reach in 1
month
Reach in
the
Preferable
Slot (7pm
to 12am) –
20% of the
reach in 1
month
Reach in
the
Preferable
Slot (9am
to 12pm) –
10% of the
reach in 1
month
Star Jalsha Bengali 431749 86349.8 34539.92 138159.68 96712 27632 13816
Zee
Bangla
Bengali 234252 46850.4 18740.16 749601 52472 14992 7496
Colors TV Hindi 451438 90287.6 36115.04 144460.16 10112 28892 14446
Zee TV Hindi 411746 82349.2 32939.68 131758.72 92231 26315 13176
Star Plus Hindi 361675 72335 28934 115736 81015 23147 11574
SET India Hindi 302041 60408.2 24163 96652 67656 19330 9665

26. Channel Language Frequency Slot
Selected
(Time
Band)
Cost of the
Slot (Card
Rate in Rs.)
Total Cost
(in Rs.) in
every Slot
Total Cost
(in Rs.)
Reach Total
Reach
(Reach*Fre
quency) in
every Slot
Total
Reach
Star
Jalsha
Bengali
2
9am to
12pm
229 137400
3111900
13816 276320
49737604
12pm to
7pm
403.5 484200 96712 3868480
3
7pm to
12am
2767 2490300 27632 828960
Zee
Bangla
Bengali
2
9am to
12pm
2000
1200000
7100000
7496 149920
38979206
12pm to
7pm
3600000 52472 3148320
4
7pm to
12am
2400000 14992 599680
Colors
TV
Hindi
2
9am to
12pm
1060
636000
20544000
14446 288920
75119206
12pm to
7pm
1908000 101122 6067320
4
7pm to
12am
15000 18000000 28892 1155680
Zee TV
Hindi
2
9am to
12pm
2500 1500000
12000000
13176 263520
68514206
12pm to
7pm
3500
6300000 92231 5533860
4
7pm to
12am
4200000 26351 1054040
23,23,502

27. Total Budget
(in Rs.)
Total Expenditure in
showcasing the
Advertisement in
Television (in Rs.)
Amount in the Budget
that Remains for
other Media
(in Rs.)
Budget
Utilised
6,50,89,791 4,27,55,900 2,23,33,891 65.68%
Television Budgeting and Reach
Total Impressions
to be Made
Total Impressions
Made
Number of Impressions
Remaining
Impressions
Achieved
4,23,68,550 2,32,35,020 19,133,530 54.8%

28. • Budget Remaining: 2,23,33,891 INR
• Impressions to be Achieved Remaining: 45.2%

29. An in-house research by India Today Group
shows that Kolkatains have a greater affection
for listening to radio than any other media.

30. Channel Language Listenersh
ip in India
in 1 Week
Listenersh
ip in
Eastern
India in 1
Week
(Assumpti
on:
Divided in
5 zones –
East,
West,
North,
South and
North
East)
Listeners
hip in
Kolkata
in 1 Week
(Based
on RAM
kolkata
survey
65% are
radio
owners)
Listenershi
p in 1
Month
(Listenersh
ip in 1
week*4)
Listenershi
p in the
Preferable
Slot (7 am
to 11 am) &
(5pm to 11
pm) – 70%
of the
Listenershi
p in 1
month
Listeners
hip in the
Preferabl
e Slot (11
am to 5
pm) –
30% of
the
Listeners
hip 1
month
BIG FM
92.7
Bengali 2355000 4,71,000 3,06,150 12,24,600 8,57,220 3,67,380
RED FM
93.5
Hindi 2018000 4,03,600 2,62,340 10,49,360 7,34,552 3,14,800
RADIO
MIRCHI
Hindi 3151000 6,30,000 4,09,500 16,48,000 11,53,600 4,94,400
FEVER FM Hindi 1579000 3,15,800 2,04,750 12,63,200 8,84,240 5,27,300

31. Channel Language Frequency Slot
Selected
(Time
Band)
Cost of the
Slot (Card
Rate in Rs.)
Total Cost
(in Rs.) in
every Slot
Total
Cost (in
Rs.)
Reach Total
Reach
(Reach*Fr
equency)
in every
Slot
Total
Reach
Big FM
92.7
Hindi,Benga
li
6
7am to 11
am
42 75600
324000
857220 514332
181240812
11am to
5pm
34 122400 367380 440856
10
5pm to
11pm
42 126000 857220 857220
Red FM
93.5
Bengali,Hin
di
6
7am to 11
am
38 114000
332400
734520 440712
155297212
11am to
5pm
29 104400 314800 377760
10
5pm to
11pm
38 114000 734500 734500
Radio
Mirchi
Hindi,
Bengali
6
7am to 11
am
64 115200
465600
1153600 692160
243904012
11am to
5pm
44 158400 494400 593280
10
5pm to
11pm
64 192000 1153600 1153600
Fever FM
Hindi,
Bengali
6
7am to 11
am
25 45000
188400
884240 530544
204754412
11am to
5pm
19 68400 527300 632760
10
5pm to
11pm
25 75000 884240 884240

32. Total Budget
Remaining(i
n Rs.)
Total Expenditure in
showcasing the
Advertisement in Radio
(in Rs.)
Amount in the Budget
that Remains for
other Media
(in Rs.)
Budget
Utilised
2,23,33,891 13,10,400 2,10,23,491 67.7%
Radio Budgeting and Reach
Total Remaining
Impressions to be
Made
Total Impressions
Made
Number of Impressions
Remaining
Impressions
Achieved
19,133,530 78,51,964 1,12,81,566 73.4%

33. • Budget Remaining: 2,10,23,491 INR
• Impressions to be Achieved Remaining: 26.6%

34. Name Size Location Days
No. of
Insertio
ns per
month
Rate (in
Rs. /
sq.cm)
Amount
Reach
per day
Reach
per
month
The Telegraph 15*15cm
Any Page except
Front and Back
Weekdays 8 3700 66,60,600 442866 35,42,928
Times of India 15*15cm
Any Page except
Front and Back
Weekdays 8 1670 30,06,000 280115 22,40,920
The Statesman 15*15cm
Any Page except
Front and Back
Weekdays 8 1035 18,63,000 137000 10,96,000
1,15,29,600 68,79,848
Source: http://www.business-standard.com/content/general_pdf/021012_01.pdf

35. Total Budget
Remaining(in
Rs.)
Total Expenditure in
showcasing the
Advertisement in
Newspaper (in Rs.)
Amount in the Budget
that Remains for
other Media
(in Rs.)
Budget
Utilised
2,10,23,491 1,15,29,600 94,93,891 67.7%
Newspaper Budgeting and Reach
Total Remaining
Impressions to be
Made
Total Impressions
Made
Number of Impressions
Remaining
Impressions
Achieved
1,12,81,566 68,79,848 44,01,718 89.61%

36. • Budget Remaining: 94,93,891 INR
• Impressions to be Achieved Remaining: 10.39%

37. Magazine Issue Location No. Of
Insertion
Readership
/ Week
Cost Per
Insertion
Total
Cost/mont
h
Total
reach/mont
h
Hindutan
Times
BRUNCH
Weekly Any Page
except Front
and Back
4 3,93,000 6,50,000 26,00,000 15,72,000
Yojna
Bengali
Monthly Any Page
except Front
and Back
1 80,000 45,000 45,000 80,000
Flight
Mode -
Kolkata
Edition
Fortnightly Any Page
except Front
and Back
2 2,00,000 90,000 1,80,000 4,00,000
28,25,000 20,52,000
Magazines Budgeting and Reach

38. Total Budget
Remaining(in
Rs.)
Total Expenditure in
showcasing the
Advertisement in
Magazines (in Rs.)
Amount in the Budget
that Remains for
other Media
(in Rs.)
Budget
Utilised
94,93,891 28,25,000 66,68,891 89.75%
Magazines Budgeting and Reach
Total Remaining
Impressions to be
Made
Total Impressions
Made
Number of Impressions
Remaining
Impressions
Achieved
44,01,718 20,52,000 23,49,718 94.45%

39. • Budget Remaining: 66,68,891 INR
• Impressions to be Achieved Remaining: 5.45%

41. Location in Kolkata Dimension
(feet)
Price ( in
Rs. per day)
Duration
(30 days)
Total Cost (in
Rs.)
Park Circus 20 X 20 22000 30 660000
Maniktala 20 X 20 18000 30 540000
Ballygunj 20 X 10 18546 30 553680
C R Avenue 20 X 20 13850 30 415500
Chingrighata Crossing 20 X 20 19583 30 587490
Park Street 20 X 10 21796 30 653880
Near Airport 20 X 20 28000 30 840000
Near Highway 20 X20 15000 30 450000
4700550
Source: http://www.themediaant.com/outdoor

42. Remaining budget will be used to sponsor
events at a grass-roots level to build positive
relationships with men.
This will help to create stronger brand
affinity for NIVEA FOR MEN among men.
It will also allow the brand to build and
maintain a consistent dialogue with men,
which helps to drive sales.