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

HE DOES NOT WANT TO MISS A CHANCE both private and professional life.. • NIVEA FOR MEN WAOC helps male to cleanse off oiliness, improving their look, making them confident in their car

Re-launch Plan

NFM Cleanser 2011

09/01/2011

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

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

• 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

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:

SẠCH NHỜN TÍCH TẮC GHI ĐIỂM TỨC KHẮC(Quickly oil cleaning, fast

scoring)

FUNCTIONAL (oil control efficacy) &

EMOTIONAL (ready to grasp chances)

FUNCTIONAL (oil control efficacy) &

EMOTIONAL (ready to grasp chances)

Breakthrough formula with Ion Molecules that

control oil effectively

Breakthrough formula with Ion Molecules that

control oil effectively

Evoke the need of well-groom

and link it with the higher

chance to win in career &

personal life

Evoke the need of well-groom

and link it with the higher

chance to win in career &

personal life

2

Reinforce the higher chance

to WIN & link with the quick cleansing effect fr NFM

Reinforce the higher chance

to WIN & link with the quick cleansing effect fr NFM

3

Create & involve consumers

in real WINNING experiences

Create & involve consumers

in real WINNING experiences

‘GHI DIEM TUC KHAC’

Impression tips &

Well-groom kit from NFM (product

‘GHI DIEM TUC KHAC’

Impression tips &

Well-groom kit from NFM (product

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

(Relevant CP (free Deo 25ml) –

POS in MT Display in GT (plus wrapper) (Relevant CP (free Deo 25ml) –

TVC Online PR/ Advertorial

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’

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

‘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

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

Mẹo để ‘ghi điểm’

Grooming tips to ‘impress” others

Mar-Mid Apr

PR/Advertorial idea

Vietnamwork, 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

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

Visibility in MT – Campaign A of MEN

Shelf 1: GE/ Banner/ Light box

Shelf 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 JAN

Extra 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