Kế hoạch tung hàng sữa rửa mặt nivea for men (2011) - Dành cho dân Marketing
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Transcript of Kế hoạch tung hàng sữa rửa mặt nivea for men (2011) - Dành cho dân Marketing
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Re-launch Plan NFM Cleanser 2011
09/01/201109/01/2011
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Agenda
1. Objective
2. The Challenges
3. Communication Theme
4. Integrated plan
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Brand Challenges Action1. 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%)
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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
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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
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Core Communication Target
Male: 22-26 ABC Active, practical early jobber (white collars) Want to be a smart achieverPlay and win spiritCare for outlook, well-groomedCare for their outlook to progress in their life
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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.
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Key Message using the current Forgiving TVCMar-Apr Campaign
EVERYTHING BUILT FROM A SINGLE IDEA
Reasons to believe:
SẠCH NHỜN TÍCH TẮC GHI ĐIỂM TỨC KHẮC
(Quickly oil cleaning, fast scoring)
FUNCTIONAL (oil control eff icacy) & EMOTIONAL (ready to grasp chances)FUNCTIONAL (oil control eff icacy) &
EMOTIONAL (ready to grasp chances)
Breakthrough formula with Ion Molecules that control oil effectively
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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)
TVC – Forgiving (Edit version)
Online ContestPR/Advertorials
‘GHI DIEM TUC KHAC’Impression tips &
Well-groom kit from NFM (product benefits)
&Immediate cleansing effect from
NFM
Online ContestPR/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 tipsProduct Sampling
On-ground Activation Đánh bật nhờn trong tích tắc
BOWLING Game: scoring with NFM
Grooming/ Impression tipsProduct Sampling
Interactive Banner (link to NFM page/ or
online contest)
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) –
POS in MT Display in GT(plus wrapper)
(Relevant CP(free Deo 25ml) –
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TVCOnline 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 wayMẹo 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
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KEY VISUAL – H
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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
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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
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Online Contest• Update new look n new campaign on NIVEA FOR MEN website
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PR/Advertorial idea
How to impress others right awayLàm thế nào để “Ghi điểm tức khắc”
The first 7 seconds impression decide 90% of your chances
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Mẹo để ‘ghi điểm’Grooming tips to ‘impress” others
Mar-Mid Apr
PR/Advertorial idea
Vietnamwork, Talentnet, HR ProVietnamwork, Talentnet, HR Pro
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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
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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
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Activation idea: “Đánh bật nhờn trong tích tắc”at University/ Cinema
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RL whole range
New pack sticker – clear differentiation + consistent look
OIL CONTROL RANGEOIL CONTROL RANGE WHITENINGWHITENING
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Visibility in MT – Campaign A of MEN
Request from MKT
- Outdoor banners at Coop
Quarter 2Feb Mar Apr
Product L/ RLNFM Cleanser AO (A)Importance A B B B B BExisting POSM Deo W (mid Feb)
Shelf 1: GE/ Banner/ Light boxShelf 2 Visage Cleanser
Shop in shop (Max)New POSM
Mica tray message in 20 Coop (ONE LOOK) Message: NFM / NIVEA / CAMPAIGN A,B (TBD) - put in contract fr JANExtra 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 Men (whole year)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
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Visibility
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Hot Promotion Scheme
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Sales presenter (Kit)
Sales brochure – NEW LOOK For Whole Range
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Thank you very much