Kế hoạch chi tiết tung sản phẩm nivea for men ra thị trường



09/01/2011
09/01/2011
Agenda
1. Objective
2. The Challenges
3. Communication Theme
4. Integrated plan
Brand Challenges Action
1. Own a clear USP & build
efficacy expertise
•
Focus on Oil Control segment;
•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
2011 Share Forecast: Face 38% (+4pp)
To be the clear No. 1 position in Face cleanser with 48 bil (+40%)

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
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
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
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.
Key Message using the current Forgiving TVC
Mar-Apr Campaign
EVERYTHING BUILT FROM A SINGLE IDEA
Reasons to believe:
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'$(,
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Breakthrough formula with Ion Molecules that
control oil eectively
1
1
Evoke the need of well-groom
and link it with the higher
chance to win in career &
personal life
2
2
Reinforce the higher chance
to WIN & link with the quick
cleansing effect fr NFM
3
3
Create & involve consumers
in real WINNING
experiences
TVC –
Forgiving (Edit
version)
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
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
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)

Interactive
Banner (link to
NFM page/ or
online contest)
4
4
Call for purchase
action
POS in MT
Display in GT
(plus wrapper)
(Relevant CP
(free Deo 25ml) –
POS in MT
Display in GT
(plus wrapper)
(Relevant CP
(free Deo 25ml) –
TVC
Online PR/ Advertorial
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
KEY VISUAL – H
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
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
Online Contest
•
Update new look n new campaign on NIVEA FOR MEN website
PR/Advertorial idea
How to impress others right away
Làm thế nào để “Ghi điểm tức khắc”
The first 7 seconds impression decide 90% of your chances
Mẹo để ‘ghi điểm’
Grooming tips to ‘impress” others
Mar-Mid Apr
PR/Advertorial idea
Vietnamwork, Talentnet, HR Pro
Vietnamwork, Talentnet, HR Pro
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
Sales briefing day – RIGHT AFTER TET
Sales Brief & Retailer Care FEB
1/ Hanoi & Haiphong 12/2
2/ HCMC SE & MKD 19/2
3/ Central 26/2
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
Activation idea: “Đánh bật nhờn trong tích tắc”
at University/ Cinema
RL whole range
New pack sticker – clear differentiation + consistent look
OIL CONTROL RANGE
OIL CONTROL RANGE
WHITENING
WHITENING
Visibility in MT – Campaign A of MEN
Request from MKT
- Outdoor banners at Coop
Visibility
Hot Promoon Scheme
Sales presenter (Kit)
Sales brochure – NEW LOOK For Whole Range
Thank you very much