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Nivea
 

Nivea

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A faux-advertising campaign my colleagues and I presented for an Advertising History Class

A faux-advertising campaign my colleagues and I presented for an Advertising History Class

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    Nivea Nivea Presentation Transcript

    • 1962 Body Wash Men for
    • COMPANY HISTORY BEIERSDORF GIVES BIRTH TO NIVEA 1911 NIVEA LAUNCHES FIRST PRODUCT SPECIFICALLY FOR MEN 1919 1922 NIVEA SOAP IS FIRST DEVELOPED 1924 NIVEA HAIR MILK 1920 NIVEA GOES BLUE AND WHITE NIVEA IS A LEADER IN TRADITION AND INNOVATION INTERNATIONALLY 1959 1962 Body Wash Men for Body Wash Men for
    • PRODUCT CATEGORY HISTORY SOAPMAKERS TAKE THE LEAD IN ADVERTISING INNOVATION 1800’s 1911 ADVERTISING HELPS MAKE OUR NATION CLEANER 1900’s 1962 ADVERTISING BEGINS TO INCORPORATE SEX, FEAR AND EMULATION APPEALS MEN AS AGENTS OF AUTHORITY AND NOT BLUE-COLLAR WORKERS PRODUCING AND BROADCASTING SOAP OPERAS SHAPES RADIO 1932 1920’s “ DOES SHE...OR DOESN’T SHE?” 1955 “ THE MAN IN THE HATHAWAY SHIRT” 1951 Body Wash Men for Body Wash Men for
    • time’s a changin’ economic prosperity leadership for the 1960s television brought to you in technicolor and we love it SOCIAL TRENDS Body Wash Men for
    • all naturale or lightly scented bar shower soaps men’s own hygiene products INDUSTRY OVERVIEW: TRENDS Body Wash Men for
    • dominate men’s hygiene product market gift box set for men masculine scents for masculine men best seller: soap on a rope PRIMARY COMPETITION strengths OLD SPICE FOR MEN Body Wash Men for
    • Insert weaknesses here OLD SPICE FOR MEN PRIMARY COMPETITION weaknesses Body Wash Men for
    • number one overall brand in soap first deodorant or antibacterial soap non-medicinal effective smell DIAL PRIMARY COMPETITION strengths Body Wash Men for
    • produced by a meat processing firm made from a by-product of the meat production process no soap made exclusively for men DIAL SECONDARY COMPETITION weaknesses Body Wash Men for
    • a luxury brand at an affordable price internationally trusted brand tradition and innovation and that’s why we choose to bring NIVEA to the US BRAND PERCEPTION Body Wash Men for
    • clean- cut men ages 15 to 30 emergence of men’s market PRIMARY MARKET SECONDARY COMPETITION Body Wash Men for
    • CONSUMER RESEARCH PRIMARY MARKET the name’s James, just James. i’m in my late twenties and i’m a man who works hard and plays hard- a real ladies man. i’m a modern man, so i like things that are convenient, easy-to-use and that complement my action packed lifestyle. Body Wash Men for
    • men ages 30 to 45 staying young SECONDARY MARKET SECONDARY COMPETITION Body Wash Men for
    • CONSUMER RESEARCH SECONDARY MARKET i’m Greg and i’m a family man. the wife likes when I mell fresh and look real sharp. i may look forty-five, but i feel like a mustang and it’s all because i know how to do it all. Body Wash Men for
    • CONSUMER RESEARCH POTENTIAL AND UNDEVELOPED MARKETS i’m Kiki and i like when my man has that fresh, clean scent when he says hello in the mornings. that’s why i buy what ever i can to make my hubby a real man. one that smells great no matter how hard he works or plays. Body Wash Men for
    • Appeal to men through as many means possible Superiority and masculinity Lead in sales Most modern in field Attract people with packaging and advertisements GOALS Body Wash Men for
    • Coupons through magazines Advertisements current Appeal to social acceptance needs NEW scents in the future -easy to use bottle MAINTAINING USAGE Body Wash Men for
    • promote product by mailing free samples door to door salesmanship endorsements   BUILDING USAGE Body Wash Men for
    • packaging modern so people are proud to display keep ads modern and show why we are superior great scent certain promotions easy-to-use product   BUILDING USAGE Body Wash Men for
    • “ Nivea Man” Contest The goal of the contest will be to find the man that best demonstrates the qualities of Nivea- active, sociable, a man’s man, and a ladies man. CONTESTS AND PREMIUMS to be a Nivea man... ? Body Wash Men for
    • DEALER PROMOTIONS AND SPONSORSHIP sponsor a Bob Dylan outdoor concert collect proof of purchase to add up to a free bottle of the product full rebate upon disatisfaction with the product present at athletic and fitness conferences Body Wash Men for
    • TELEVISION COMMERCIAL CREATIVE STRATEGY Body Wash Men for
    • TELEVISION COMMERCIAL CREATIVE STRATEGY Body Wash Men for