kế hoạch tung hàng sữa rửa mặt nivea for men (2011) - dành cho dân marketing
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Kế hoạch tung hàng sữa rửa mặt nivea for men (2011) - Dành cho dân Marketing Tuy kế hoạch đã khá lâu nhưng có thể một số bạn đang cần nghiên cứu về sản phẩm Nivea for MenTRANSCRIPT
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