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:   ! "#$%&'$$()*+ '$(, -./0"'$'+'1&,2 3../0"4&+'(5, -./0"'$'+'1&,2 3../0"4&+'(5, 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 [...]... gifts www.NIVEAFORMEN.com.vn 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... • Update new look n new campaign on NIVEA FOR MEN website 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” PR/Advertorial idea Mẹo để ‘ghi điểm’ Grooming tips to ‘impress” others Vietnamwork, Talentnet, HR Pro Mar-Mid Apr Sale brief in Feb.2011 • • Combine with DEO Women and Body Whitening We will brief... 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 Activation idea: “Đánh bật nhờn trong tích tắc” at University/ Cinema RL whole range New pack sticker – clear differentiation... at University/ Cinema RL whole range New pack sticker – clear differentiation + consistent look OIL CONTROL RANGE WHITENING Visibility in MT – Campaign A of MEN Request from MKT - Outdoor banners at Coop Visibility Hot Promotion Scheme Sales presenter (Kit) Sales brochure – NEW LOOK For Whole Range Thank you very much . 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 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. 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