Kế hoạch tung hàng sữa rửa mặt nivea for men (2011)

Re-launch Plan NFM Cleanser 2011 09/01/2011 Agenda Objective The Challenges Communication Theme Integrated plan 2011 Share Forecast: Face 38% (+4pp) To be the clear No position in Face cleanser with 48 bil (+40%) Brand Challenges Action Own a clear USP & build efficacy expertise • Focus on Oil Control segment; •Air Forgiving supporting AOC Foam in mid Feb •Launch AOC Scrub with new TVC in June 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 Continue convert non users • Build stronger coverage with 50gr for GT channel (push trial) 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 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 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 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 Evoke the need of well-groom and link it with the higher chance to win in career & personal life Reinforce the higher chance to WIN & link with the quick cleansing effect fr NFM TVC – Forgiving (Edit version) Interactive Banner (link to NFM page/ or online contest) Online Contest PR/Advertorials ‘GHI DIEM TUC KHAC’ Impression Impression tips tips & & Well-groom Well-groom kit kit from from NFM NFM (product (product benefits) benefits) & & Immediate Immediate cleansing cleansing effect effect from from NFM NFM Create & involve consumers in real WINNING experiences On-ground Activation Đánh Đánh bật bật nhờn nhờn trong tích tắc BOWLING BOWLING Game: Game: scoring scoring with with NFM NFM Grooming/ Impression tips Product Product Sampling Sampling Call for purchase action POS in MT Display in GT (plus wrapper) (Relevant CP (free Deo 25ml) – Online PR/ Advertorial TVC Làm để ‘Ghi điểm tức khắc’ How to make an impression right way Mẹo để ‘ghi điểm’ – Grooming tips ‘7 giây định 90% ấn tượng với người đối diện’ Trade & POS Online/ Internet ‘GHI DIEM TUC KHAC’ CONTEST Consumer Promotion Packaging n Sale Presenter ‘Đánh bật nhờn tích tắc’ Activation n sampling Universities/ Cinema New n differentiated look KEY VISUAL – H Story Board – 15s 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 Create An Online Contest “Make impression right away” with NFM The first 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 The first seconds impression decide 90% of your chances How to impress others right away Làm 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 sale in regions (5 locations): HCM, HN, Hai Phong, Can Tho, Danang Sales briefing day – RIGHT AFTER TET Objective: 1/ To communicate about the new campaigns for; • Li xi - Khoi dau 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 tích tắc” 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 Continue... receiving gifts www.NIVEAFORMEN.com.vn Create An Online Contest “Make impression right away” with NFM The first Seconds can determine 90% of the Outcome of a Situation by YOUR FACE Nivea Men will create... 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