Kế hoạch tung hàng sữa rửa mặt nivea for men (2011) - Dành cho dân Marketing

Re-launch Plan NFM Cleanser 2011

09/01/201109/01/2011

Agenda

1. Objective

2. The Challenges

3. Communication Theme

4. Integrated plan

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%)

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 achieverPlay and win spiritCare for outlook, well-groomedCare 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 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

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) –

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

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 awayLàm 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 ProVietnamwork, 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 RANGEOIL CONTROL RANGE WHITENINGWHITENING

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

Visibility

Hot Promotion Scheme

Sales presenter (Kit)

Sales brochure – NEW LOOK For Whole Range

Thank you very much