Kế hoạch tung hàng sữa rửa mặt nivea for men (2011) - Dành cho dân Marketing Tuy kế hoạch đã khá lâu nhưng có thể một số bạn đang cần nghiên cứu về sản phẩm Nivea for Men

1. Re-launch Plan
NFM Cleanser 2011
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2. Agenda
1. Objective
2. The Challenges
3. Communication Theme
4. Integrated plan

3. 2011 Share Forecast: Face 38% (+4pp)
To be the clear No. 1 position in Face cleanser with 48 bil (+40%)
Brand Challenges Action
1. Own a clear USP & build
• Focus on Oil Control segment;
efficacy expertise
•Air Forgiving supporting 4 AOC Foam in mid Feb
•Launch AOC Scrub with new TVC in June
2. Win #1 position in MT
channel
• Aggressively build visibility and POS in MT channel &
run special activities for men
• Synergy Men cross category display & coverage in MT
• Listing Nivea Anti-aging Moist in MT as special SKU for
MT n start building men care expertise image
3. Continue convert non users
(push trial)
• Build stronger coverage with 50gr for GT channel

4. 2011 Marketing Objectives n Brand Challenges
• Marketing Objective
– Increase market share to 38% (vs 34% of Y2010)
• Brand Challenges:
– to be the inspirable clear number 1 and grow aggressively by
recruiting non-users & competitor users (1st: Oxy, 2nd: Men
Biore), living in urban cities
• Market focus:
– Marketing target: males 18-35 ABC
– Primary: key cities – HCMC and Hanoi
– Secondary: GT4 cities

5. The Challenges
• Yet to own a clear and winning USP
 Make NFM differentiated from other
brands as the number 1 of men care
expert that men want and trust

6. Core Communication Target
Male: 22-26 ABC
Active, practical early jobber (white collars)
Want to be a smart achiever
Play and win spirit
Care for outlook, well-groomed
Care for their outlook to progress in their life

7. What they are thinking?
• He is freshly graduated, his career
path is opening wide. His life is still
ahead. He wants to catch it and
explore it. HE DOES NOT WANT
TO MISS A CHANCE both private
and professional life.
• HE WANT TO BE READY TO
GRASP CHANCES in all aspects
of his life.
• NIVEA FOR MEN WAOC helps
male to cleanse off oiliness,
improving their look, making them
confident in their career and private
life.

8. Key Message using the current Forgiving TVC
Mar-Apr Campaign
FUNCTIONAL (oil control efficacy) &
EMOTIONAL (ready to grasp chances)
SẠCH NHỜN TÍCH TẮC
GHI ĐIỂM TỨC KHẮC
(Quickly oil cleaning, fast
scoring)
Reasons to believe:
Breakthrough formula with Ion Molecules that control
oil effectively
EVERYTHING BUILT FROM A SINGLE IDEA

9. 11
Evoke the need of well-groom
and link it with the higher
chance to win in career &
personal life
22
Reinforce the higher chance
to WIN & link with the quick
cleansing effect fr NFM
33
Create & involve consumers
in real WINNING
experiences
TVC – Forgiving
(Edit version)
Online Contest
PR/Advertorials
‘GHI DIEM TUC KHAC’
Impression tips &
Well-groom kit from NFM (product
benefits)
&
Immediate cleansing effect from
NFM
On-ground Activation
Đánh bật nhờn trong tích tắc
BOWLING Game:
scoring with NFM
Grooming/ Impression tips
Product Sampling
Interactive
Banner (link to
NFM page/ or
online contest)
44
Call for purchase
action
POS in MT
Display in GT
(plus wrapper)
(Relevant CP
(free Deo 25ml) –

10. Online PR/ Advertorial TVC
Activation n sampling
‘Đánh bật nhờn trong tích tắc’
Universities/ Cinema
Consumer Promotion
Online/ Internet
Trade & POS
Làm thế nào để ‘Ghi điểm tức khắc’
How to make an impression right way
Mẹo để ‘ghi điểm’ – Grooming tips
‘7 giây đầu tiên quyết định 90% ấn tượng với
người đối diện’
Packaging n
Sale Presenter
New n differentiated look
‘GHI DIEM TUC
KHAC’ CONTEST

11. KEY VISUAL – H

12. Voice: With Ion oil control molecules to help cleansing
immediately
Voice: Quick oil cleansing –
Fast scoring
Super: Quick oil cleansing
– Fast scoring
Super: scoring and receiving gifts
www.NIVEAFORMEN.com.vn
Story Board – 15s

13. Create An Online Contest
“Make impression right away” with NFM
The first 7 Seconds can determine 90%
of the Outcome of a Situation by YOUR
FACE
Nivea Men will create a contest call “Ghi
diem tuc khac” with NFM
Participants can take picture/ video by
webcam and post the own picture/clip to
impress others
•They have to buy NFM to attend the
contest and using NFM before posing
•Using vote from others from Facebook
and YouTube

14. Online Contest
• Update new look n new campaign on NIVEA FOR MEN website

15. PR/Advertorial idea
The first 7 seconds impression decide 90% of your chances
How to impress others right away
Làm thế nào để “Ghi điểm tức khắc”

16. PR/Advertorial idea
Mẹo để ‘ghi điểm’
Grooming tips to ‘impress” others
VViieettnnaammwwoorrkk,, TTaalleennttnneett,, HHRR PPrroo
Mar-Mid Apr

17. Sale brief in Feb.2011
• Combine with DEO Women and Body Whitening
• We will brief sale in 3 regions (5 locations): HCM, HN, Hai Phong, Can
Tho, Danang

18. Sales briefing day – RIGHT AFTER TET
Objective:
1/ To communicate about the new campaigns for;
• Li xi - Khoi dau thanh cong voi NFM (Cleanser)
• Phu nu 8/3 Deo Women and Body White
2/ Enhance the relationship with internal sales, retailers and stockits
Sales Brief & Retailer Care FEB
1/ Hanoi & Haiphong 12/2
2/ HCMC SE & MKD 19/2
3/ Central 26/2

19. Activation idea: “Đánh bật nhờn trong tích tắc”
at University/ Cinema

20. RL whole range
New pack sticker – clear differentiation + consistent look
OOIILL CCOONNTTRROOLL RRAANNGGEE WWHHIITTEENNIINNGG

21. Visibility in MT – Campaign A of MEN
Request from MKT
- Outdoor banners at Coop
Quarter 2
Feb Mar Apr
Product L/ RL
NFM Cleanser AO (A)
Importance A B B B B B
Existing POSM Deo W (mid Feb)
Shelf 1: GE/ Banner/ Light box
Shelf 2 Visage Cleanser
Shop in shop (Max)
New POSM
Mica tray message in 20 Coop (ONE LOOK) Message: NFM / NIVEA / CAMPAIGN A,B (TBD) Extra display
Activation (10 SPMs (Coop/Big C) - 1 wk/store) Book space (NFM Beauty Fair)
Men lightbox in mainshelves (Coop)
Extra island 20 stores: make sure Key visual & key message for Extra facing in mainshelves (thue mam)
Extra secondary stand (Lip/Hand/Sun/Spray)
Ads on Post
Coop
Post
Deo W
Coop
Post
Deo
MEN
Quarter 1

22. Visibility

23. Hot Promotion Scheme

24. Sales presenter (Kit)
Sales brochure – NEW LOOK For Whole Range

25. Thank you very much