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NIVEA Communications Journal
Nele Rieve
E01487695
GM 606 – Global Marketing Communications Planning
Walter Mills
Emerson College
03/20/2015
  i	
  
Table of Contents
NIVEA Communications Journal ................................................................................... 1
1. Executive Summary............................................................................................................1
2. Context Analysis .................................................................................................................3
2.1. Customer Context..........................................................................................................3
2.2. Business Context ...........................................................................................................4
2.3. Internal Context.............................................................................................................6
2.4. External Context............................................................................................................6
2.5. Main Communication Needs.........................................................................................7
3. Marketing Communication Goals and Positioning .........................................................8
3.1. Corporate Objectives.....................................................................................................8
3.2. Communication Objectives ...........................................................................................8
4. Segmentation, Targeting and Positioning (STP)..............................................................8
5. Marketing Communications Strategy...............................................................................9
6. Message and Creative.......................................................................................................11
7. Coordinated Communications Mix.................................................................................11
8. Resources...........................................................................................................................12
8.1. Human Resources........................................................................................................12
8.2. Financial Resources.....................................................................................................12
9. Scheduling and Implementation......................................................................................12
10. Evaluation and Control .................................................................................................13
11. Conclusion, Feedback and Summary...........................................................................14
Bibliography...................................................................................................................... ii
Appendices........................................................................................................................ iv
	
  
	
  
	
  
	
  
  1	
  
NIVEA Communications Journal
1. Executive Summary
NIVEA is a leading global, premium and mass skin- and body-care brand of the
German company Beiersdorf AG, a manufacturer of consumer healthcare, beauty and
personal care products, wound treatments and adhesive tape. Beiersdorf AG is present in
over 150 countries worldwide. Aside from its flagship brand NIVEA, the brand portfolio
includes other successful brands, namely Hansaplast, Eucerin, Labello, and La Prairie
(Euromonitor International, 2014a).
When Nivea was launched in 1911, it started with just one product: the NIVEA
Crème, which is still the brands most popular product. Since then, the product portfolio
has expanded significantly and present-day product ranges comprise of NIVEA body
care, NIVEA face care, NIVEA sun care, NIVEA MEN, NIVEA deodorant and NIVEA
bath care (Beiersdorf AG, 2015a).
According to Beiersdorf AG (2015), Nivea is the market leader in the skin care
sector in 46 countries. The brand reaches worldwide brand recognition of 93%
(Euromonitor International, 2014b) and has a current brand value of $5,322 million
(Brand Finance, 2015). In 2014, Nivea ranked fourth in the Top 50 Cosmetic Brands after
L’Oreal, Avon, Pantene, and before Dove and Garnier (Brand Finance, 2014).
The brand’s goal has always been to reach leadership in its main areas of
expertise and market leadership in its main areas of expertise and to offer innovative and
high quality products that meet the consumers needs in order to build a strong and long-
lasting relationship with their customers. Back when Nivea was launched, the now
famous Nivea Crème was a breakthrough in science. Ever since, innovation has been a
  2	
  
key driver of the brand’s success. Nivea has a very strong brand personality and the brand
stands for values such as trust, quality and value for money for all the family a whole life
long.
Since its early days, Nivea has always been a marketing success (refer to Appendix 1
for examples of marketing campaigns of the brand’s early days), with high revenues,
strong brand equity and a large base of extremely loyal customers. While mainly
communicating via television and print at the beginning, today’s marketing
communication of Nivea follows a holistic and integrated approach with presence across
various media channels such as print, TV, social media, email, their corporate website
and further channels. Communication goals are to promote Nivea as a family brand that
values trust and strong customer relationship.
The present marketing communications journal analyzes the NIVEA brand through
three of its marketing communication tools: advertising, direct marketing and point-of-
sale marketing. As Germany is the brand’s biggest market, the analysis will focus on this
market.
The reason I chose this brand is because I consider myself a loyal NIVEA customer.
I’ve been using their products for years and have also been exposed to several
communications from the brand, ranging from commercials and samples to promotional
events at the beach, newsletters and so on prior to this project. However, I have never
paid much attention to the different communication tools and media they use and am
therefore eager to discover more about their integrated marketing strategy and its
execution.
  3	
  
2. Context Analysis
2.1. Customer Context
Nivea’s vast product range contains products that appeal to a variety of different
customers in terms of age, gender, skin type and so on – for example, NIVEA MEN is a
product line for male customers, the NIVEA BABY product line offers products for
babies, NIVEA VITAL is meant for women age 50 and over, and NIVEA SUN is for the
entire family (Beiersdorf AG, 2015a).
The primary target audience for the Nivea umbrella brand is women age 18 to 50 and
over. When looking at the different customer and market segments of the brand, the age
range might vary. Also, men aren’t considered the brand’s primary audience since
usually, women are the primary purchasers of household items for the entire family.
Nivea’s customers are looking for a high quality skin care brand at accessible prices.
They want to find a brand that they and their family can stick with for a longer period of
time and that they can trust. Consumers are further looking for brands that value
customer relationship, have a consumer-centric focus, follow market trends and therefore
continuously launch innovative products with new and/ or improved formulas.
Changing demographics and lifestyles influence beauty and personal care. Germany’s
population is characterized by falling birth rates. In 2013, about 30% of people living in
Germany were 50 years or older. This large group of older consumers, the so called ‘best
agers’ have needs and demands that often are quite different from those of younger
generations, especially from the group of ‘digital natives’ who grew up with digital
technology and social media. More mature consumers usually have a higher disposable
income and are looking for medicated products, products that are preventing the signs of
aging, and products with multifunctional features that allow them to safe time and effort
  4	
  
by combining multiple products in one. In contrast, younger consumers usually have a
lower level of income and are therefore looking for products that give them value for less
money and are interested in re-inventing and differentiating themselves through the
products they use (Euromonitor International, 2014c).
Different demographics also influence the search process involved. While younger
and tech-savvy consumers heavily rely on social media, blogs and product reviews, older
consumers generally prefer more ‘traditional’ information sources for their search
process. Furthermore, younger consumers value learning about product experiences of
peers, while older consumers are more concerned about ingredients and the medical
benefit.
As for most products in the beauty and personal care industry, Nivea products are
need low involvement products. It requires little time, effort and thought when shopping
for these kind of products, especially when consumers are already familiar with the
products available in the different product categories. Since Nivea has a strong loyal
customers base that is not likely to switch brands and that has been using the its products
for long periods of time, sometimes even all of their lives, the brand’s consumers often
engage in a routine response behavior (Euromonitor International, 2014c). Therefore, the
buying behavior for Nivea’s products is characterized by rather limited problem solving.
2.2. Business Context
As mentioned in the Executive Summary, Nivea is a healthy brand with strong brand
equity and a loyal customer base around the globe. It is a leading brand in the skin care
sector and has extremely high brand value ad brand recognition (Euromonitor
International, 2014a).
  5	
  
The German beauty and personal care market is highly fragmented and competitive
with both domestic and multinational companies and brands competing for market share.
Due to its high level of recognition, trust and loyalty among consumers, the NIVEA
umbrella brand and most of the sub brands lead sales in beauty and personal care and the
respective product categories (Euromonitor International, 2014a).
Main competitor of Beiersdorf and therefore main competitor of Nivea is L’Oreal
Germany (L’Oreal Deutschland GmbH), which is like Beiersdorf known for its expertise
in and variety of skin care products. While Nivea is the leading brand in beauty and
personal care, L’Oreal Germany is the leading company (Euromonitor International,
2014c). Garnier, a cosmetics and skin-care brand of L’Oreal, can be considered as direct
competition for Nivea (see Appendix 4 for an overview of the market).
The two brands not only share similar product portfolios, they also leverage on
innovation as success factor. When Nivea introduced its revolutionizing time-saving In-
Shower body lotion and milk to the market, L’Oreal came up with a similar product
offering the same features short afterwards. Both brands are present on social media and
traditional media and also make strong uses of brand ambassadors.
Whereas Garnier builds its brand around beauty and wants to be seen as a beauty,
sexy and more cosmetic brand, Nivea is focused more towards the elements of security &
trust and on being perceived as a brand for the entire family. When looking at the two
shampoo advertisements by Garnier and Nivea, this difference in terms of values can be
seen immediately. While not all of Nivea’s shampoo ads incorporate the family aspect,
most of the still aren’t as commercial as the ones that Garnier is using and you would
certainly not find an ad similar to the one from Nivea with Garnier.
  6	
  
In my opinion, Nivea’s German heritage and long tradition that results from that are
its competitive advantages. This is a niche, that no other brand can claim, certainly not in
the German market.
2.3. Internal Context
The Nivea brand has done a good job in branding most of its products and in
leveraging its values of trust, security and family and turned them into brand
differentiators.
Corporate Social Responsibility is an important part of the Nivea brand that is
engaging is various social projects in its different markets across the globe. In Germany,
Nivea is supporting the Deutsche Lebens-Rettungs-Gesellschaft e.V. (German Life
Saving Association) and helps them educate children on dangers associated with
swimming, beaches, sun and so on. However, the brand has not yet seized the opportunity
of promoting this social and educational involvement (Nivea, 2015).
Beiersdorf and the Nivea brand are further dedicated to its employees and have a
strong corporate culture based on the following principles: care, simplicity, courage and
truts. These values are integrated in the day-to-day business in order to keep them
present. As with the brands CSR, the corporate culture is also not communicated to
consumers (Beiersdorf AG, 2014).
2.4. External Context
Since 2008, NIVEA MEN has been cooperating with the German national soccer
team coach Joachim Löw. The partnership aims to continue strengthening the brand’s No.
1 position in the future. Since then, Joachim Löw has been part of several campaigns
across various media channels such as TV, radio and print. He is also the NIVEA MEN
  7	
  
Skin Care Coach (see Appendix XY for communication example). In 2009, NIVEA
MEN also partnered with the German Soccer Association (DFB) and provides them with
personal care equipment.
In my opinion, soccer and NIVEA MEN are a perfect combination. With Nivea being
one of Germany’s most valuable brands that has a large and established customer base
and with soccer being the national sport in Germany that most of German men support, it
has been an extremely smart idea to build a partnership with the national soccer team
coach. Soccer is an important part of the life of German men. Therefore, the partnership
is a great way to reach the male consumer audience and build a strong and respected
brand image in the minds of the male consumers.
2.5. Main Communication Needs
Nivea has strong brand equity and is poised to continue growing. The company
occupies an 8 percent market share in beauty and personal care and the Nivea brand
shares account for 6.2 percent, leading the market (Euromonitor International, 2014c).
The Nivea brand also has a strong global presence and successfully operates in market all
across the globe (Euromonitor International, 2014a). Thus, the brand’s main
communication need is to secure this privileged position in the market and even further
strengthen the brand in markets that are not as successful yet.
Since innovation is the key driver to success in the skin care market (Euromonitor
International, 2014b), Nivea needs to continue to leverage its innovational capacities and
continuously expand and develop its product offerings. Furthermore, Nivea needs to be
aware of market trends in order to respond to consumer needs before the competition. By
doing so, they will be able to maintain its loyal customer base.
  8	
  
3. Marketing Communication Goals and Positioning
3.1. Corporate Objectives
Neither Nivea nor Beiersdorf have corporate objectives listed on their website,
however they express that their main mission is to „be the number one in skin care in our
relevant markets and categories“ (Beiersdorf AG, 2015).
3.2. Communication Objectives
• Inform customers about new products (product innovations or product
developments).
• Get consumers to try new products through sampling, experiential marketing and
sales promotion
• Promote the Nivea umbrella brand and all its sub-brands.
• Establish long-lasting customer relationship.
• Express the value customers have for the brand.
• Reach the customer on an emotional level.
• Promote the brand’s core values: trust, security, family brand, quality
• Engage customers through experiential marketing, conversations on social media
and direct marketing
• Increase product demand and sales.
• Educate customers about right product usage (i.e. NIVEA MEN & NIVEA SUN)
• Connect to the customers on a level other than their products
4. Segmentation, Targeting and Positioning (STP)
As the Nivea brand has such a large portfolio, it is necessary for them to have
different target markets as well as consumer segments since otherwise, it would be
merely impossible to effectively reach people with different demands, needs, attitudes,
shopping behaviors, people from different demographics and socioeconomic
backgrounds.
  9	
  
Since Nivea is a global brand, they could segment the market based on regions i.e.
based on all the markets they are operating in (geographic segmentation). Nivea could
also segment the market according to demographics such as age and gender: NIVEA has
a product line for only male customers, a product line for women over the age of 50 and a
product line for young consumers. Furthermore, since Nivea’s products have all kinds of
different purposes, i.e. moisturizing, cleaning, cosmetics, and so on, segmentation based
on demand and needs would be relevant too. Lastly, Nivea could segment its market
based on shopping behavior and brand attitude since the brand has a large loyal customer
base but also customer who don’t use Nivea products on a regular basis or who have
never used them before. These different segments have to be addressed differently to
guarantee effective marketing communication.
Nivea’s primary target audience is women aged 18 to 50 and older. Its secondary
audience is comprised of men aged 18 to 50 and older as well as younger consumers.
The brand’s ideal consumer would be a woman in her mid or late 20s who has a
medium level of income and has been a loyal consumer since her childhood and therefore
is familiar with the brand and its products. She is the head of the household when it
comes to shopping for beauty and personal care items and has 2 children, who also use
Nivea products, and so does her husband/ partner as well.
This ideal consumer could then become an influencer and convince current non-user
to start using Nivea and/or to switch from brands they are currently using.
5. Marketing Communications Strategy
Nivea has an extremely strong marketing heritage. Their first campaigns date back to
the 1920s. Since the brands values and benefits have barely changed, messaging in the
  10	
  
early days of Nivea’s marketing communication is similar to the brand’s current
messaging to a certain extent. As the examples in Appendix 1 show, advertising themes
have already then been evolved around Nivea as a family brand and advertising was
mostly targeted at women. Current marketing themes are: Nivea as a family brand, trust,
security, products, consumer value and quality.
Its overall communication strategy is highly integrated across various channels and
uses a variety of communication tools to market its products and position the brand as
high quality family brand. Each product category has its own multimedia strategy making
use of both above-the-line advertising via TV, radio, print and out-of-home media, and
below-the-line advertising through direct mail, sales promotions and point-of-sale
marketing. Whenever Nivea is introducing new products to the market it makes use of
sampling (see Appendix 2). Experiential Marketing is another tool that the brand often
uses to introduce new products to the market (see Appendix 3).
Nivea has an extremely strong marketing heritage. Their first campaigns date back to
the 1920s. Since the brands values and benefits have barely changed, messaging in the
early days of Nivea’s marketing communication is similar to the brand’s current
messaging to a certain extent. As the examples in Appendix 1 show,
Its overall communication strategy is highly integrated across various channels and
uses a variety of communication tools to market its products and position the brand as
high quality family brand. Each product category has its own multimedia strategy making
use of both above-the-line advertising via TV, radio, print and out-of-home media, and
below-the-line advertising through direct mail, sales promotions and point-of-sale
marketing. Whenever Nivea is introducing new products to the market it makes use of
  11	
  
sampling (see Appendix 2). Experiential Marketing is another tool that the brand often
uses to introduce new products to the market (see Appendix 3).
Nivea uses both pull and push strategies.
6. Message and Creative
As the communication tools I analyzed, namely advertising, direct marketing and
point-of-sale marketing, are completely different in nature and, to a certain extent, also
target different audiences, messaging and creative used are different in parts as well (see
Appendix 6).
7. Coordinated Communications Mix
As mentioned before, Nivea’s marketing communication is integrated across various
communication tools and mediums. This journal only covers part of the mix used by
Nivea.
The brand communicates through channels including social media (Facebook,
Twitter, Instagram and YouTube), emails, their corporate website and ecommerce
platform and use these channels for the various communication tools they use, namely
advertising, both online on social media platforms, their website and through emails, and
offline advertising through print campaigns and TV commercials.
Each communication tool has its own advantages and purposes as well as different
target audiences to a certain extent (see Appendix 6).
Their communication mix is integrated, since all platforms and tools are linked
together and interact in some way. Print campaigns, for instance, will list a link to the
brands website or sometimes even use hashtags. Online advertising campaigns and direct
  12	
  
marketing emails will display sales promotions that have click-through links to Nivea’s
ecommerce platform.
8. Resources
8.1. Human Resources
Although Beiersdorf has an in-house marketing that is working with the Nivea
Germany brand, the company is also outsourcing activities to advertising agencies such
as German agency Jung von Matt and TBWA Germany (Lixil Graphics Ltd, 2015; Lixil
Graphics Ltd, 2015).
8.2. Financial Resources
In order to achieve its goal of becoming „the number one in skin care in our relevant
markets and categories“ (Beiersdorf AG, 2015), Beiersdorf is investing about $160
million yearly into research and development. This enables them to continuously
innovate and launch new products in order to meet the changing needs and find new
solutions for new developments in the market (Euromonitor International, 2014a).
In terms of marketing communications, Beiersdorf proves to efficiently use its
marketing budget. In 2014, advertising and marketing expenses declined to €1,461
million from previous €1,495 million without having to reduce the financial support of
the brands (Beiersdorf AG, 2014).
9. Scheduling and Implementation
Nivea’s media plan is well composed and includes various types of communication
channels, which allows them to effectively target their different audiences: they can i.e.
reach their younger audience through digital channels such as social media and emails,
  13	
  
and can communicate with their older consumers through traditional print ads. Other
channels that are part of the marketing mix of Nivea that aren’t analyzed in this report
support this further.
In terms of scheduling and implementation, frequency and content seem relevant and
appropriate. Nivea frequently publishes content but doesn’t overload their customers with
too much or irrelevant information. On social media channels, they publish content once
a day on average, which is a good amount of content, given the fact that not too much
interaction between fans or followers and the brand is happening. While fans and
followers like and comment on posts, they rarely publish content on their own initiative.
Apart from social media, scheduling and implementation of direct marketing content
is chose appropriately as well. Nivea managed to achieve a good balance of staying on
the customers radar by sending out emails on a frequent basis but not annoying the
customer with too many messages.
Frequency and content of print advertisement seems well chosen as well with the
Nivea advertising in almost every issue when the magazine is extremely relevant in terms
of audience.
10.Evaluation and Control
Nivea is present on all channels that are relevant to their target audiences and thereby
achieve effective communication with their broad target audience. It is easy for consumer
to obtain information about the brand, its products and other relevant information.
When evaluating the brand’s marketing communications effectiveness, four important
measures should be considered: sales, engagement, brand recall & awareness and online
graders.
  14	
  
While sales measures give clear information about whether the current promotional
mix is working or not. However, in order to know which communication tool is causing
sales increases (or sales decreases), it needs to be distinguished between the different
point-of-sales i.e. the brands own retail store, their online store or third party retail
outlets. Since the latter is hard to control, sales measures might not give the best
information as to what exact campaigns and what channels are working and which are
not.
Engagement on social media is easy to measure, since nowadays a wide range of
analytics allow for easy evaluation of engagement. When looking at Nivea’s scores on
social mention, it comes clear that the brand is doing well but that there still is room for
improvement.
Brand recall and brand awareness can be measured through research and studies.
Research by Ad Impact Monitor (2014) shows that Nivea print ads are usually extremely
successful among German consumers. The Nivea Q10 Plus Anti-Wrinkle Serum Pearls
print ad that can be found under examples in Appendix 7 had a KPI of 40.7% when it was
published in November 2014. The research further shows that 85.3% of participants
immediately recognized the brand, 64.7% found it credible and 502% found it unique
(Ad Impact Monitor, 2014).
11.Conclusion, Feedback and Summary
After having closely analyzed Nivea and the brands marketing communications, I
think that they are a huge marketing success. Despite the fact that the brand has been on
the market for 100 years and is operating in a extremely competitive environment, it is
still a leading skin care brand in several markets. The fact that Nivea’s product portfolio
  15	
  
is so broad and that the brand has various target audiences to address makes their success
even more impressive.
Even though Nivea excels in using traditional marketing channels, they still have
some room of improvement when it comes to more contemporary channels such as social
media. Through their direct marketing channels, they are actively looking for brand
ambassador who test the products and then publish product reviews. However, these
reviews aren’t promoted on their social media strong enough. During my period of
observation, I could only find one retweet on Twitter that was promoting a product
review by a brand ambassador. Apart from that, engagement with the customer on these
digital channels has to be improved in general. One of the major differences between
traditional channels and social media is the fact that traditional channels are characterized
by a brand monologue whereas communication on social media should be characterized
by a dialogue, a conversation rather than a monologue.
Nevertheless, Nivea’s integrated marketing approach is well designed and executed.
	
  
  ii	
  
Bibliography
Ad Impact Monitor. (2014). Kreativtracking. Retrieved March 6, 2015, from Ad Impact
Monitor: http://www.adimpactmonitor.de/ranking/kreativtracking-print-november-
2014xlsx/unverwechselbarkeit
Beiersdorf AG. (2015). Always in Tune with the Times - The Global NIVEA Brand.
Retrieved March 6, 2015, from Beiersdorf: http://www.beiersdorf.com/brands/brand-
history/nivea
Beiersdorf AG. (2014). Annual Report 2014. Retrieved March 6, 2015, from Beiersdorf:
file:///Users/nelerieve/Downloads/Beiersdorf-2014-Annual%20Report%20(1).pdf
Beiersdorf AG. (2015a). Brands - NIVEA. Retrieved March 6, 2015, from Beiersdorf:
http://www.beiersdorf.com/brands/nivea
Beiersdorf AG. (2015). Our Strategy. Retrieved March 6, 2015, from Beiersdorf:
http://www.beiersdorf.com/sustainability/our-commitment/strategy
Brand Finance. (2015). Nivea. Retrieved March 6, 2015, from BrandFinance
Brandirectory: http://brandirectory.com/profile/nivea
Brand Finance. (2014). Top 50 Cosmetics Brands 2014 - The most valuable cosmetics
brands of 2014. Retrieved March 6, 2015, from BrandFinance Brandirectory:
http://brandirectory.com/league_tables/table/cosmetics-50-2014
Euromonitor International. (2014, July 9). Beauty and Personal Care in Germany -
Industry Overview. Retrieved March 6, 2015, from Euromonitor Passport GMID database
Euromonitor International. (2014c, July 9). Beauty and Personal Care in Germany -
Industry Overview. Retrieved March 6, 2015, from Euromonitor Passport GMID database
  iii	
  
Euromonitor International. (2014, July 9). Beiersdorf AG in Beauty and Personal Care
(Germany) - Local Company Profile. Retrieved March 6, 2015, from Euromonitor
Passport GMID database
Euromonitor International. (2014a, July 9). Beiersdorf AG in Beauty and Personal Care
(Germany) - Local Company Profile. Retrieved March 6, 2015, from Euromonitor
Passport GMID database
Euromonitor International. (2014, July 9). Deodorants in Germany - Category Briefing.
Retrieved March 6, 2015, from Euromonitor Passport GMID database
Euromonitor International. (2014b, July 9). Skin Care in Germany - Category Briefing.
Retrieved March 6, 2015, from Euromonitor Passport GMID database
Lixil Graphics Ltd. (2015). Nivea Creme: "GENTLE MEN" Print Ad by TBWA
Dusseldorf. Retrieved March 6, 2015, from Coloribus:
http://www.coloribus.com/adsarchive/prints/nivea-creme-gentle-men-1254505/
Lixil Graphics Ltd. (2015). Nivea For Men: "Worry lines, Car" Print Ad by Jung Von
Matt/Alster Hamburg. Retrieved March 6, 2015, from Coloribus:
http://www.coloribus.com/adsarchive/prints/nivea-for-men-worry-lines-car-18732905/
Nivea. (2015). Marke (brand). Retrieved March 6, 2015, from Nivea.de:
http://www.nivea.de/ext11/de-DE/nivea-erleben/marke
	
  
  iv	
  
Appendices
Appendix 1: Marketing Examples of Nivea’s Early Years
Germany 1937 Great Britain 1958
(Use Nivea Creme daily to treat your skin)
Appendix 2: Sampling
	
  
Sampling as Part of Launching the Nivea In-Shower Body Moisturizer
	
  
	
  
  v	
  
Appendix 3: Experiential Marketing
	
  
Experiential Marketing Used to Have Consumer Experience New Products	
  
Appendix 4: Nivea vs. Garnier
	
  	
  	
  	
  	
  	
  	
  	
   	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
Garnier Shampoo Advertisement Nivea Shampoo Advertisement 	
  
	
  
	
  
	
  
	
  
  vi	
  
NIVEA GARNIER
Points-of-Parity
• similar product portfolio
• brand of globally
successful company:
Beiersdorf AG
• innovation as success
factor
• positive reputation in
skin care
• high level of brand
recognition
• similar product portfolio
• brand of globally
successful company:
L’Oreal
• heavily relies on
innovation positive
reputation in skin care
• high level of brand
recognition
Points-of-Difference
• German heritage
• long tradition
• family brand
• children’s line
• more natural
• strong focus on hair
products
• more commercial
o i.e. celebrities
o sexual
Appendix 5: Partnership with German National Soccer Team Coach
	
  	
  	
  	
  	
  	
  	
  	
   	
  
Coach Löw as Nivea Skin Care Coach
  vii	
  
Appendix 6: Communication Tools Evaluation
Advertising Point-of-Sale
Marketing
Direct Marketing
Objectives ! create brand
awareness for
non-users
! remind
consumers of
product offerings
– for brand users,
brand recall
! introduce new
products to the
audience
! inform consumers
about the quality
and security of
the brand
! communicating
the brand values
! generate sales
! generate sales
! convince
consumers to
purchase
products
! raise consumers
interest in
product
offerings
! get people to
return to stores,
online shops etc.
! generate sales
! keep customers
informed about
products
offerings, latest
products, events,
etc.
! attract brand
ambassadors
! build customer
relationship
Method Creating content that
emotionally engages
consumers by using
colorful visuals and
putting the focus on
the product and its
benefits, including
quality related
information such as
tested by German
Consumer
Foundation.
Product displays in
physical locations
that appeal to the
customers and that
present the products
in a nice way.
Create an attractive
online platform
where people want
to spend time
shopping and an
interface is easy to
use.
Emails that reach
current and potential
customers and that
make them aware of
new products,
product offerings
and promotions and
other company
related information.
Benefits ! large audience,
even non-users
! continuous
messaging to the
audience
! large audience ! personalized
offerings
  viii	
  
! social media:
engagement with
consumers –
feedback &
conversation,
sharing
Appeal emotional rational emotional
Tone Informative,
welcoming
Neutral Friendly,
informative
Visuals Product-centric,
brand logo, blue
color dominant,
natural looking
models to stick to the
brand values,
informative text
(information about
product quality)
Blue color dominant
as well, retail store:
product offerings
presented in an
attractive and
elegant way
Colorful, engaging
visuals, structured in
a way that benefit
for consumer is
immediately visible:
i.e. coupon
Measures for
Tracking Success
Print
Measure changes in
sales activity, study
on brand recall and
brand awareness
Digital
Followers, Likes,
Comments, Click-
throughs if link to
store provided
Online
Changes in sales
activity, most-
clicked on products,
number of
purchases, what
sites did consumers
spend most time on?
Retail Store
Sales activity,
inventories, how
many consumers
asked for further
information
Click-throughs to
links provided in
email, measure if
users actually
opened the email
and how much time
they spent reading it
Call to Action Link to website,
social media, etc.
Purchase products
are require more
information
Click-throughs to
links
  ix	
  
Appendix 7: Communication Tool A – Advertising
Different Media
Print/ Magazines
! InStyle Magazine Germany, issue April 2015
o Nivea Cellular Perfect Skin advertisement, 1 page
o Nivea Q10 In-Shower Body Lotion advertisement, 1 page
! Freundin, issue 5/2015 – February (German women’s fashion & beauty
magazine)
o Nivea Q10 Plus Anti-Wrinkle Serum Pearls advertisement, 1 page, back
cover
! Gala, issue 11 – March 4, 2015
o Nivea Cellular Perfect Skin advertisement, 1 page
! Gala, issue 12 – March 12, 2015
o Nivea BB Cream advertisement, half a page
! Gala, issue 13 – March 19, 2015
o Nivea Q10 In-Shower Body Lotion advertisement, 1 page
Social Media
Facebook
! March 3 - Advertisement, New Product: Nivea Creme Smooth
! March 5 - Advertisement: Nivea Creme Care
! March 11 - Advertisement: Cellular Perfect Skin
! March 16 - Advertisement: Skincare
! March 17 - Advertisement, New Product
  x	
  
! March 19 - Advertisement, Commercial, NIVEA SUN
! March 23 - Advertisement: BB Cream
Twitter
! March 3 - Advertisement, New Product: Nivea Crème Smooth
! March 5 - Advertisement: NIVEA Mega Strong Product Line
Examples
Nivea Cellular Perfect Skin print ad Nivea Q10 In-Shower Body
“LOOKING RADIANT AND YOUNG. Moisturizer print ad
IMMEDIATELY “FIRMING POWER FOR THE
Illuminates Your Skin.” SHOWER
Nivea In-Shower Body Moisturizer,
quickly absorbed, firm feeling“
  xi	
  
Nivea Q10 Plus Anti-Wrinkle Serum Pearls print ad Nivea BB Cream print ad
“Revolutionary Pearls. Effective Against Wrinkles. “Tested by German Consumer
10 years of Q10 research in Serum Pearls. Foundation, verdict good (2,2)
Patent Formula” 1. Evens
2. Illuminates
3. Covers
4. Protects
5. Moisturizes”
  xii	
  
Nivea In-Shower Moisturizer Facebook Ad Nivea Cellular Perfect Skin Facebook Ad
“The new NIVEA In-Shower Body Lotion “Looking naturally young – in seconds”
formulated with Co-Enzym Q10 easily and
quickly firms your skin”
Nivea Crème Smooth Twitter Ad
“Now new: the #NIVEA Crème smooth lotion. Our guarantor
for a smooth start in the day. #news
Apendix 7: Communication Tool B – Point-of-Sale Marketing
Nivea Retail Store Hamburg, Germany
! March 20, 2015: http://www.nivea.de/ext11/de-DE/nivea-erleben/haus
Amazon
! March 20, 2015:
http://www.amazon.de/gp/feature.html?ie=UTF8&docId=1000726753
Nivea online shop
! March 20, 2015: http://shop.nivea.de/
  xiii	
  
Examples
Nivea Retail Store: “Nivea House” in Hamburg, Germany
Amazon
  xiv	
  
Nivea Online Shop
Apendix 8: Communication Tool C – Direct Marketing
Email
! February 27, 2015: Corporate Message – Welcome (Newsletter)
! February 28, 2015: Advertisement: Nivea Sun
! March 2, 2015: Corporate Message – Sign Up For NIVEA COMMUNITY
! March 13, 2015: Advertisement: Nivea In-Shower Body Moisturizer
! March 13, 2015: Corporate Message: Become A Brand Ambassador
! March 18, 2015: Sales Promotion: Nivea Body Milk & Nivea Deodorant
! March 23, 2015: Sales Promotion: Coupon 8 Euros
! March 25, 2015: Sales Promotion: Nivea Sun
! March 25, 2015: Sales Promotion: Free Sample
! March 25, 2015: Corporate Message: Become A Brand Ambassador
  xv	
  
Corporate Website
! March 20, 2015: Corporate Message: Become A Brand Ambassador
Examples
	
  
Advertisement Email Newsletter Sales Promotion Email Newsletter	
  
	
  
	
  
Corporate Message: Become a Brand Ambassador Corporate Website
	
  
	
  
  xvi	
  
	
  
Appendix 9: Facebook
	
  
	
  
	
  
o February 27 - Content to Connect with Audience (Brand Logo Visible)
o February 27 - Content, referring to #dressgate (Brand Logo Visible)
o March 2 - Content (Brand Logo Visible)
o March 3 - Advertisement: New Product
o March 4 - Sales Promotion: Win Nivea Gift Set
o March 5 - Advertisement
o March 9 - Content, expressing Customer Value (Brand Logo Visible)
o March 10 - Advertisement
o March 11 - Advertisement
o March 12 - Sales Promotion (Nivea Consultant)
o March 13 - Content (Brand Logo Visible)
o March 16 - Advertisement
  xvii	
  
o March 17 - Advertisement: New Product
o March 18 - Sales Promotion: Win Nivea Gift Set
o March 19 - Advertisement
o March 20 - Content (Brand Logo Visible)
o March 21 - Content (Brand Logo Visible)
o March 23 - Advertisement
o March 24 - Content (Brand Logo Visible)
o March 25 - Sales Promotion: win BB Cream
	
  
Appendix 10: Twitter
	
  
	
  
o February 27 - Content, Dressgate (Brand Logo Visible)
o March 2 - Content (Brand Logo Visible)
o March 3 - Advertisement, New Product: Nivea Crème Smooth
o March 4 - Retweet, Product Review
o March 5 - Advertisement: NIVEA Mega Strong Product Line
  xviii	
  
o March 6 - Retweet, Product Review
o March 9 - Content
o March 10 - Content
o March 11 - Retweet, Product Review
o March 12 - Content (Brand Logo Visible)
o March 13 - Content: Call to Become Brand Ambassador
o March 17 - Content
o March 18 - Sales Promotion: Win Nivea Gift Set
o March 19 - Content
o March 20 - Content (Brand Logo Visible)
o March 23 - Content
o March 24 - Sales Promotion: Win Nivea Gift Set
o March 25 - Sales Promotion: Win Nivea BB Cream
	
  
Appendix 11: Evaluation of Social Media Platforms
	
  

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Nivea communications journal

  • 1. NIVEA Communications Journal Nele Rieve E01487695 GM 606 – Global Marketing Communications Planning Walter Mills Emerson College 03/20/2015
  • 2.   i   Table of Contents NIVEA Communications Journal ................................................................................... 1 1. Executive Summary............................................................................................................1 2. Context Analysis .................................................................................................................3 2.1. Customer Context..........................................................................................................3 2.2. Business Context ...........................................................................................................4 2.3. Internal Context.............................................................................................................6 2.4. External Context............................................................................................................6 2.5. Main Communication Needs.........................................................................................7 3. Marketing Communication Goals and Positioning .........................................................8 3.1. Corporate Objectives.....................................................................................................8 3.2. Communication Objectives ...........................................................................................8 4. Segmentation, Targeting and Positioning (STP)..............................................................8 5. Marketing Communications Strategy...............................................................................9 6. Message and Creative.......................................................................................................11 7. Coordinated Communications Mix.................................................................................11 8. Resources...........................................................................................................................12 8.1. Human Resources........................................................................................................12 8.2. Financial Resources.....................................................................................................12 9. Scheduling and Implementation......................................................................................12 10. Evaluation and Control .................................................................................................13 11. Conclusion, Feedback and Summary...........................................................................14 Bibliography...................................................................................................................... ii Appendices........................................................................................................................ iv        
  • 3.   1   NIVEA Communications Journal 1. Executive Summary NIVEA is a leading global, premium and mass skin- and body-care brand of the German company Beiersdorf AG, a manufacturer of consumer healthcare, beauty and personal care products, wound treatments and adhesive tape. Beiersdorf AG is present in over 150 countries worldwide. Aside from its flagship brand NIVEA, the brand portfolio includes other successful brands, namely Hansaplast, Eucerin, Labello, and La Prairie (Euromonitor International, 2014a). When Nivea was launched in 1911, it started with just one product: the NIVEA Crème, which is still the brands most popular product. Since then, the product portfolio has expanded significantly and present-day product ranges comprise of NIVEA body care, NIVEA face care, NIVEA sun care, NIVEA MEN, NIVEA deodorant and NIVEA bath care (Beiersdorf AG, 2015a). According to Beiersdorf AG (2015), Nivea is the market leader in the skin care sector in 46 countries. The brand reaches worldwide brand recognition of 93% (Euromonitor International, 2014b) and has a current brand value of $5,322 million (Brand Finance, 2015). In 2014, Nivea ranked fourth in the Top 50 Cosmetic Brands after L’Oreal, Avon, Pantene, and before Dove and Garnier (Brand Finance, 2014). The brand’s goal has always been to reach leadership in its main areas of expertise and market leadership in its main areas of expertise and to offer innovative and high quality products that meet the consumers needs in order to build a strong and long- lasting relationship with their customers. Back when Nivea was launched, the now famous Nivea Crème was a breakthrough in science. Ever since, innovation has been a
  • 4.   2   key driver of the brand’s success. Nivea has a very strong brand personality and the brand stands for values such as trust, quality and value for money for all the family a whole life long. Since its early days, Nivea has always been a marketing success (refer to Appendix 1 for examples of marketing campaigns of the brand’s early days), with high revenues, strong brand equity and a large base of extremely loyal customers. While mainly communicating via television and print at the beginning, today’s marketing communication of Nivea follows a holistic and integrated approach with presence across various media channels such as print, TV, social media, email, their corporate website and further channels. Communication goals are to promote Nivea as a family brand that values trust and strong customer relationship. The present marketing communications journal analyzes the NIVEA brand through three of its marketing communication tools: advertising, direct marketing and point-of- sale marketing. As Germany is the brand’s biggest market, the analysis will focus on this market. The reason I chose this brand is because I consider myself a loyal NIVEA customer. I’ve been using their products for years and have also been exposed to several communications from the brand, ranging from commercials and samples to promotional events at the beach, newsletters and so on prior to this project. However, I have never paid much attention to the different communication tools and media they use and am therefore eager to discover more about their integrated marketing strategy and its execution.
  • 5.   3   2. Context Analysis 2.1. Customer Context Nivea’s vast product range contains products that appeal to a variety of different customers in terms of age, gender, skin type and so on – for example, NIVEA MEN is a product line for male customers, the NIVEA BABY product line offers products for babies, NIVEA VITAL is meant for women age 50 and over, and NIVEA SUN is for the entire family (Beiersdorf AG, 2015a). The primary target audience for the Nivea umbrella brand is women age 18 to 50 and over. When looking at the different customer and market segments of the brand, the age range might vary. Also, men aren’t considered the brand’s primary audience since usually, women are the primary purchasers of household items for the entire family. Nivea’s customers are looking for a high quality skin care brand at accessible prices. They want to find a brand that they and their family can stick with for a longer period of time and that they can trust. Consumers are further looking for brands that value customer relationship, have a consumer-centric focus, follow market trends and therefore continuously launch innovative products with new and/ or improved formulas. Changing demographics and lifestyles influence beauty and personal care. Germany’s population is characterized by falling birth rates. In 2013, about 30% of people living in Germany were 50 years or older. This large group of older consumers, the so called ‘best agers’ have needs and demands that often are quite different from those of younger generations, especially from the group of ‘digital natives’ who grew up with digital technology and social media. More mature consumers usually have a higher disposable income and are looking for medicated products, products that are preventing the signs of aging, and products with multifunctional features that allow them to safe time and effort
  • 6.   4   by combining multiple products in one. In contrast, younger consumers usually have a lower level of income and are therefore looking for products that give them value for less money and are interested in re-inventing and differentiating themselves through the products they use (Euromonitor International, 2014c). Different demographics also influence the search process involved. While younger and tech-savvy consumers heavily rely on social media, blogs and product reviews, older consumers generally prefer more ‘traditional’ information sources for their search process. Furthermore, younger consumers value learning about product experiences of peers, while older consumers are more concerned about ingredients and the medical benefit. As for most products in the beauty and personal care industry, Nivea products are need low involvement products. It requires little time, effort and thought when shopping for these kind of products, especially when consumers are already familiar with the products available in the different product categories. Since Nivea has a strong loyal customers base that is not likely to switch brands and that has been using the its products for long periods of time, sometimes even all of their lives, the brand’s consumers often engage in a routine response behavior (Euromonitor International, 2014c). Therefore, the buying behavior for Nivea’s products is characterized by rather limited problem solving. 2.2. Business Context As mentioned in the Executive Summary, Nivea is a healthy brand with strong brand equity and a loyal customer base around the globe. It is a leading brand in the skin care sector and has extremely high brand value ad brand recognition (Euromonitor International, 2014a).
  • 7.   5   The German beauty and personal care market is highly fragmented and competitive with both domestic and multinational companies and brands competing for market share. Due to its high level of recognition, trust and loyalty among consumers, the NIVEA umbrella brand and most of the sub brands lead sales in beauty and personal care and the respective product categories (Euromonitor International, 2014a). Main competitor of Beiersdorf and therefore main competitor of Nivea is L’Oreal Germany (L’Oreal Deutschland GmbH), which is like Beiersdorf known for its expertise in and variety of skin care products. While Nivea is the leading brand in beauty and personal care, L’Oreal Germany is the leading company (Euromonitor International, 2014c). Garnier, a cosmetics and skin-care brand of L’Oreal, can be considered as direct competition for Nivea (see Appendix 4 for an overview of the market). The two brands not only share similar product portfolios, they also leverage on innovation as success factor. When Nivea introduced its revolutionizing time-saving In- Shower body lotion and milk to the market, L’Oreal came up with a similar product offering the same features short afterwards. Both brands are present on social media and traditional media and also make strong uses of brand ambassadors. Whereas Garnier builds its brand around beauty and wants to be seen as a beauty, sexy and more cosmetic brand, Nivea is focused more towards the elements of security & trust and on being perceived as a brand for the entire family. When looking at the two shampoo advertisements by Garnier and Nivea, this difference in terms of values can be seen immediately. While not all of Nivea’s shampoo ads incorporate the family aspect, most of the still aren’t as commercial as the ones that Garnier is using and you would certainly not find an ad similar to the one from Nivea with Garnier.
  • 8.   6   In my opinion, Nivea’s German heritage and long tradition that results from that are its competitive advantages. This is a niche, that no other brand can claim, certainly not in the German market. 2.3. Internal Context The Nivea brand has done a good job in branding most of its products and in leveraging its values of trust, security and family and turned them into brand differentiators. Corporate Social Responsibility is an important part of the Nivea brand that is engaging is various social projects in its different markets across the globe. In Germany, Nivea is supporting the Deutsche Lebens-Rettungs-Gesellschaft e.V. (German Life Saving Association) and helps them educate children on dangers associated with swimming, beaches, sun and so on. However, the brand has not yet seized the opportunity of promoting this social and educational involvement (Nivea, 2015). Beiersdorf and the Nivea brand are further dedicated to its employees and have a strong corporate culture based on the following principles: care, simplicity, courage and truts. These values are integrated in the day-to-day business in order to keep them present. As with the brands CSR, the corporate culture is also not communicated to consumers (Beiersdorf AG, 2014). 2.4. External Context Since 2008, NIVEA MEN has been cooperating with the German national soccer team coach Joachim Löw. The partnership aims to continue strengthening the brand’s No. 1 position in the future. Since then, Joachim Löw has been part of several campaigns across various media channels such as TV, radio and print. He is also the NIVEA MEN
  • 9.   7   Skin Care Coach (see Appendix XY for communication example). In 2009, NIVEA MEN also partnered with the German Soccer Association (DFB) and provides them with personal care equipment. In my opinion, soccer and NIVEA MEN are a perfect combination. With Nivea being one of Germany’s most valuable brands that has a large and established customer base and with soccer being the national sport in Germany that most of German men support, it has been an extremely smart idea to build a partnership with the national soccer team coach. Soccer is an important part of the life of German men. Therefore, the partnership is a great way to reach the male consumer audience and build a strong and respected brand image in the minds of the male consumers. 2.5. Main Communication Needs Nivea has strong brand equity and is poised to continue growing. The company occupies an 8 percent market share in beauty and personal care and the Nivea brand shares account for 6.2 percent, leading the market (Euromonitor International, 2014c). The Nivea brand also has a strong global presence and successfully operates in market all across the globe (Euromonitor International, 2014a). Thus, the brand’s main communication need is to secure this privileged position in the market and even further strengthen the brand in markets that are not as successful yet. Since innovation is the key driver to success in the skin care market (Euromonitor International, 2014b), Nivea needs to continue to leverage its innovational capacities and continuously expand and develop its product offerings. Furthermore, Nivea needs to be aware of market trends in order to respond to consumer needs before the competition. By doing so, they will be able to maintain its loyal customer base.
  • 10.   8   3. Marketing Communication Goals and Positioning 3.1. Corporate Objectives Neither Nivea nor Beiersdorf have corporate objectives listed on their website, however they express that their main mission is to „be the number one in skin care in our relevant markets and categories“ (Beiersdorf AG, 2015). 3.2. Communication Objectives • Inform customers about new products (product innovations or product developments). • Get consumers to try new products through sampling, experiential marketing and sales promotion • Promote the Nivea umbrella brand and all its sub-brands. • Establish long-lasting customer relationship. • Express the value customers have for the brand. • Reach the customer on an emotional level. • Promote the brand’s core values: trust, security, family brand, quality • Engage customers through experiential marketing, conversations on social media and direct marketing • Increase product demand and sales. • Educate customers about right product usage (i.e. NIVEA MEN & NIVEA SUN) • Connect to the customers on a level other than their products 4. Segmentation, Targeting and Positioning (STP) As the Nivea brand has such a large portfolio, it is necessary for them to have different target markets as well as consumer segments since otherwise, it would be merely impossible to effectively reach people with different demands, needs, attitudes, shopping behaviors, people from different demographics and socioeconomic backgrounds.
  • 11.   9   Since Nivea is a global brand, they could segment the market based on regions i.e. based on all the markets they are operating in (geographic segmentation). Nivea could also segment the market according to demographics such as age and gender: NIVEA has a product line for only male customers, a product line for women over the age of 50 and a product line for young consumers. Furthermore, since Nivea’s products have all kinds of different purposes, i.e. moisturizing, cleaning, cosmetics, and so on, segmentation based on demand and needs would be relevant too. Lastly, Nivea could segment its market based on shopping behavior and brand attitude since the brand has a large loyal customer base but also customer who don’t use Nivea products on a regular basis or who have never used them before. These different segments have to be addressed differently to guarantee effective marketing communication. Nivea’s primary target audience is women aged 18 to 50 and older. Its secondary audience is comprised of men aged 18 to 50 and older as well as younger consumers. The brand’s ideal consumer would be a woman in her mid or late 20s who has a medium level of income and has been a loyal consumer since her childhood and therefore is familiar with the brand and its products. She is the head of the household when it comes to shopping for beauty and personal care items and has 2 children, who also use Nivea products, and so does her husband/ partner as well. This ideal consumer could then become an influencer and convince current non-user to start using Nivea and/or to switch from brands they are currently using. 5. Marketing Communications Strategy Nivea has an extremely strong marketing heritage. Their first campaigns date back to the 1920s. Since the brands values and benefits have barely changed, messaging in the
  • 12.   10   early days of Nivea’s marketing communication is similar to the brand’s current messaging to a certain extent. As the examples in Appendix 1 show, advertising themes have already then been evolved around Nivea as a family brand and advertising was mostly targeted at women. Current marketing themes are: Nivea as a family brand, trust, security, products, consumer value and quality. Its overall communication strategy is highly integrated across various channels and uses a variety of communication tools to market its products and position the brand as high quality family brand. Each product category has its own multimedia strategy making use of both above-the-line advertising via TV, radio, print and out-of-home media, and below-the-line advertising through direct mail, sales promotions and point-of-sale marketing. Whenever Nivea is introducing new products to the market it makes use of sampling (see Appendix 2). Experiential Marketing is another tool that the brand often uses to introduce new products to the market (see Appendix 3). Nivea has an extremely strong marketing heritage. Their first campaigns date back to the 1920s. Since the brands values and benefits have barely changed, messaging in the early days of Nivea’s marketing communication is similar to the brand’s current messaging to a certain extent. As the examples in Appendix 1 show, Its overall communication strategy is highly integrated across various channels and uses a variety of communication tools to market its products and position the brand as high quality family brand. Each product category has its own multimedia strategy making use of both above-the-line advertising via TV, radio, print and out-of-home media, and below-the-line advertising through direct mail, sales promotions and point-of-sale marketing. Whenever Nivea is introducing new products to the market it makes use of
  • 13.   11   sampling (see Appendix 2). Experiential Marketing is another tool that the brand often uses to introduce new products to the market (see Appendix 3). Nivea uses both pull and push strategies. 6. Message and Creative As the communication tools I analyzed, namely advertising, direct marketing and point-of-sale marketing, are completely different in nature and, to a certain extent, also target different audiences, messaging and creative used are different in parts as well (see Appendix 6). 7. Coordinated Communications Mix As mentioned before, Nivea’s marketing communication is integrated across various communication tools and mediums. This journal only covers part of the mix used by Nivea. The brand communicates through channels including social media (Facebook, Twitter, Instagram and YouTube), emails, their corporate website and ecommerce platform and use these channels for the various communication tools they use, namely advertising, both online on social media platforms, their website and through emails, and offline advertising through print campaigns and TV commercials. Each communication tool has its own advantages and purposes as well as different target audiences to a certain extent (see Appendix 6). Their communication mix is integrated, since all platforms and tools are linked together and interact in some way. Print campaigns, for instance, will list a link to the brands website or sometimes even use hashtags. Online advertising campaigns and direct
  • 14.   12   marketing emails will display sales promotions that have click-through links to Nivea’s ecommerce platform. 8. Resources 8.1. Human Resources Although Beiersdorf has an in-house marketing that is working with the Nivea Germany brand, the company is also outsourcing activities to advertising agencies such as German agency Jung von Matt and TBWA Germany (Lixil Graphics Ltd, 2015; Lixil Graphics Ltd, 2015). 8.2. Financial Resources In order to achieve its goal of becoming „the number one in skin care in our relevant markets and categories“ (Beiersdorf AG, 2015), Beiersdorf is investing about $160 million yearly into research and development. This enables them to continuously innovate and launch new products in order to meet the changing needs and find new solutions for new developments in the market (Euromonitor International, 2014a). In terms of marketing communications, Beiersdorf proves to efficiently use its marketing budget. In 2014, advertising and marketing expenses declined to €1,461 million from previous €1,495 million without having to reduce the financial support of the brands (Beiersdorf AG, 2014). 9. Scheduling and Implementation Nivea’s media plan is well composed and includes various types of communication channels, which allows them to effectively target their different audiences: they can i.e. reach their younger audience through digital channels such as social media and emails,
  • 15.   13   and can communicate with their older consumers through traditional print ads. Other channels that are part of the marketing mix of Nivea that aren’t analyzed in this report support this further. In terms of scheduling and implementation, frequency and content seem relevant and appropriate. Nivea frequently publishes content but doesn’t overload their customers with too much or irrelevant information. On social media channels, they publish content once a day on average, which is a good amount of content, given the fact that not too much interaction between fans or followers and the brand is happening. While fans and followers like and comment on posts, they rarely publish content on their own initiative. Apart from social media, scheduling and implementation of direct marketing content is chose appropriately as well. Nivea managed to achieve a good balance of staying on the customers radar by sending out emails on a frequent basis but not annoying the customer with too many messages. Frequency and content of print advertisement seems well chosen as well with the Nivea advertising in almost every issue when the magazine is extremely relevant in terms of audience. 10.Evaluation and Control Nivea is present on all channels that are relevant to their target audiences and thereby achieve effective communication with their broad target audience. It is easy for consumer to obtain information about the brand, its products and other relevant information. When evaluating the brand’s marketing communications effectiveness, four important measures should be considered: sales, engagement, brand recall & awareness and online graders.
  • 16.   14   While sales measures give clear information about whether the current promotional mix is working or not. However, in order to know which communication tool is causing sales increases (or sales decreases), it needs to be distinguished between the different point-of-sales i.e. the brands own retail store, their online store or third party retail outlets. Since the latter is hard to control, sales measures might not give the best information as to what exact campaigns and what channels are working and which are not. Engagement on social media is easy to measure, since nowadays a wide range of analytics allow for easy evaluation of engagement. When looking at Nivea’s scores on social mention, it comes clear that the brand is doing well but that there still is room for improvement. Brand recall and brand awareness can be measured through research and studies. Research by Ad Impact Monitor (2014) shows that Nivea print ads are usually extremely successful among German consumers. The Nivea Q10 Plus Anti-Wrinkle Serum Pearls print ad that can be found under examples in Appendix 7 had a KPI of 40.7% when it was published in November 2014. The research further shows that 85.3% of participants immediately recognized the brand, 64.7% found it credible and 502% found it unique (Ad Impact Monitor, 2014). 11.Conclusion, Feedback and Summary After having closely analyzed Nivea and the brands marketing communications, I think that they are a huge marketing success. Despite the fact that the brand has been on the market for 100 years and is operating in a extremely competitive environment, it is still a leading skin care brand in several markets. The fact that Nivea’s product portfolio
  • 17.   15   is so broad and that the brand has various target audiences to address makes their success even more impressive. Even though Nivea excels in using traditional marketing channels, they still have some room of improvement when it comes to more contemporary channels such as social media. Through their direct marketing channels, they are actively looking for brand ambassador who test the products and then publish product reviews. However, these reviews aren’t promoted on their social media strong enough. During my period of observation, I could only find one retweet on Twitter that was promoting a product review by a brand ambassador. Apart from that, engagement with the customer on these digital channels has to be improved in general. One of the major differences between traditional channels and social media is the fact that traditional channels are characterized by a brand monologue whereas communication on social media should be characterized by a dialogue, a conversation rather than a monologue. Nevertheless, Nivea’s integrated marketing approach is well designed and executed.  
  • 18.   ii   Bibliography Ad Impact Monitor. (2014). Kreativtracking. Retrieved March 6, 2015, from Ad Impact Monitor: http://www.adimpactmonitor.de/ranking/kreativtracking-print-november- 2014xlsx/unverwechselbarkeit Beiersdorf AG. (2015). Always in Tune with the Times - The Global NIVEA Brand. Retrieved March 6, 2015, from Beiersdorf: http://www.beiersdorf.com/brands/brand- history/nivea Beiersdorf AG. (2014). Annual Report 2014. Retrieved March 6, 2015, from Beiersdorf: file:///Users/nelerieve/Downloads/Beiersdorf-2014-Annual%20Report%20(1).pdf Beiersdorf AG. (2015a). Brands - NIVEA. Retrieved March 6, 2015, from Beiersdorf: http://www.beiersdorf.com/brands/nivea Beiersdorf AG. (2015). Our Strategy. Retrieved March 6, 2015, from Beiersdorf: http://www.beiersdorf.com/sustainability/our-commitment/strategy Brand Finance. (2015). Nivea. Retrieved March 6, 2015, from BrandFinance Brandirectory: http://brandirectory.com/profile/nivea Brand Finance. (2014). Top 50 Cosmetics Brands 2014 - The most valuable cosmetics brands of 2014. Retrieved March 6, 2015, from BrandFinance Brandirectory: http://brandirectory.com/league_tables/table/cosmetics-50-2014 Euromonitor International. (2014, July 9). Beauty and Personal Care in Germany - Industry Overview. Retrieved March 6, 2015, from Euromonitor Passport GMID database Euromonitor International. (2014c, July 9). Beauty and Personal Care in Germany - Industry Overview. Retrieved March 6, 2015, from Euromonitor Passport GMID database
  • 19.   iii   Euromonitor International. (2014, July 9). Beiersdorf AG in Beauty and Personal Care (Germany) - Local Company Profile. Retrieved March 6, 2015, from Euromonitor Passport GMID database Euromonitor International. (2014a, July 9). Beiersdorf AG in Beauty and Personal Care (Germany) - Local Company Profile. Retrieved March 6, 2015, from Euromonitor Passport GMID database Euromonitor International. (2014, July 9). Deodorants in Germany - Category Briefing. Retrieved March 6, 2015, from Euromonitor Passport GMID database Euromonitor International. (2014b, July 9). Skin Care in Germany - Category Briefing. Retrieved March 6, 2015, from Euromonitor Passport GMID database Lixil Graphics Ltd. (2015). Nivea Creme: "GENTLE MEN" Print Ad by TBWA Dusseldorf. Retrieved March 6, 2015, from Coloribus: http://www.coloribus.com/adsarchive/prints/nivea-creme-gentle-men-1254505/ Lixil Graphics Ltd. (2015). Nivea For Men: "Worry lines, Car" Print Ad by Jung Von Matt/Alster Hamburg. Retrieved March 6, 2015, from Coloribus: http://www.coloribus.com/adsarchive/prints/nivea-for-men-worry-lines-car-18732905/ Nivea. (2015). Marke (brand). Retrieved March 6, 2015, from Nivea.de: http://www.nivea.de/ext11/de-DE/nivea-erleben/marke  
  • 20.   iv   Appendices Appendix 1: Marketing Examples of Nivea’s Early Years Germany 1937 Great Britain 1958 (Use Nivea Creme daily to treat your skin) Appendix 2: Sampling   Sampling as Part of Launching the Nivea In-Shower Body Moisturizer    
  • 21.   v   Appendix 3: Experiential Marketing   Experiential Marketing Used to Have Consumer Experience New Products   Appendix 4: Nivea vs. Garnier                                       Garnier Shampoo Advertisement Nivea Shampoo Advertisement          
  • 22.   vi   NIVEA GARNIER Points-of-Parity • similar product portfolio • brand of globally successful company: Beiersdorf AG • innovation as success factor • positive reputation in skin care • high level of brand recognition • similar product portfolio • brand of globally successful company: L’Oreal • heavily relies on innovation positive reputation in skin care • high level of brand recognition Points-of-Difference • German heritage • long tradition • family brand • children’s line • more natural • strong focus on hair products • more commercial o i.e. celebrities o sexual Appendix 5: Partnership with German National Soccer Team Coach                   Coach Löw as Nivea Skin Care Coach
  • 23.   vii   Appendix 6: Communication Tools Evaluation Advertising Point-of-Sale Marketing Direct Marketing Objectives ! create brand awareness for non-users ! remind consumers of product offerings – for brand users, brand recall ! introduce new products to the audience ! inform consumers about the quality and security of the brand ! communicating the brand values ! generate sales ! generate sales ! convince consumers to purchase products ! raise consumers interest in product offerings ! get people to return to stores, online shops etc. ! generate sales ! keep customers informed about products offerings, latest products, events, etc. ! attract brand ambassadors ! build customer relationship Method Creating content that emotionally engages consumers by using colorful visuals and putting the focus on the product and its benefits, including quality related information such as tested by German Consumer Foundation. Product displays in physical locations that appeal to the customers and that present the products in a nice way. Create an attractive online platform where people want to spend time shopping and an interface is easy to use. Emails that reach current and potential customers and that make them aware of new products, product offerings and promotions and other company related information. Benefits ! large audience, even non-users ! continuous messaging to the audience ! large audience ! personalized offerings
  • 24.   viii   ! social media: engagement with consumers – feedback & conversation, sharing Appeal emotional rational emotional Tone Informative, welcoming Neutral Friendly, informative Visuals Product-centric, brand logo, blue color dominant, natural looking models to stick to the brand values, informative text (information about product quality) Blue color dominant as well, retail store: product offerings presented in an attractive and elegant way Colorful, engaging visuals, structured in a way that benefit for consumer is immediately visible: i.e. coupon Measures for Tracking Success Print Measure changes in sales activity, study on brand recall and brand awareness Digital Followers, Likes, Comments, Click- throughs if link to store provided Online Changes in sales activity, most- clicked on products, number of purchases, what sites did consumers spend most time on? Retail Store Sales activity, inventories, how many consumers asked for further information Click-throughs to links provided in email, measure if users actually opened the email and how much time they spent reading it Call to Action Link to website, social media, etc. Purchase products are require more information Click-throughs to links
  • 25.   ix   Appendix 7: Communication Tool A – Advertising Different Media Print/ Magazines ! InStyle Magazine Germany, issue April 2015 o Nivea Cellular Perfect Skin advertisement, 1 page o Nivea Q10 In-Shower Body Lotion advertisement, 1 page ! Freundin, issue 5/2015 – February (German women’s fashion & beauty magazine) o Nivea Q10 Plus Anti-Wrinkle Serum Pearls advertisement, 1 page, back cover ! Gala, issue 11 – March 4, 2015 o Nivea Cellular Perfect Skin advertisement, 1 page ! Gala, issue 12 – March 12, 2015 o Nivea BB Cream advertisement, half a page ! Gala, issue 13 – March 19, 2015 o Nivea Q10 In-Shower Body Lotion advertisement, 1 page Social Media Facebook ! March 3 - Advertisement, New Product: Nivea Creme Smooth ! March 5 - Advertisement: Nivea Creme Care ! March 11 - Advertisement: Cellular Perfect Skin ! March 16 - Advertisement: Skincare ! March 17 - Advertisement, New Product
  • 26.   x   ! March 19 - Advertisement, Commercial, NIVEA SUN ! March 23 - Advertisement: BB Cream Twitter ! March 3 - Advertisement, New Product: Nivea Crème Smooth ! March 5 - Advertisement: NIVEA Mega Strong Product Line Examples Nivea Cellular Perfect Skin print ad Nivea Q10 In-Shower Body “LOOKING RADIANT AND YOUNG. Moisturizer print ad IMMEDIATELY “FIRMING POWER FOR THE Illuminates Your Skin.” SHOWER Nivea In-Shower Body Moisturizer, quickly absorbed, firm feeling“
  • 27.   xi   Nivea Q10 Plus Anti-Wrinkle Serum Pearls print ad Nivea BB Cream print ad “Revolutionary Pearls. Effective Against Wrinkles. “Tested by German Consumer 10 years of Q10 research in Serum Pearls. Foundation, verdict good (2,2) Patent Formula” 1. Evens 2. Illuminates 3. Covers 4. Protects 5. Moisturizes”
  • 28.   xii   Nivea In-Shower Moisturizer Facebook Ad Nivea Cellular Perfect Skin Facebook Ad “The new NIVEA In-Shower Body Lotion “Looking naturally young – in seconds” formulated with Co-Enzym Q10 easily and quickly firms your skin” Nivea Crème Smooth Twitter Ad “Now new: the #NIVEA Crème smooth lotion. Our guarantor for a smooth start in the day. #news Apendix 7: Communication Tool B – Point-of-Sale Marketing Nivea Retail Store Hamburg, Germany ! March 20, 2015: http://www.nivea.de/ext11/de-DE/nivea-erleben/haus Amazon ! March 20, 2015: http://www.amazon.de/gp/feature.html?ie=UTF8&docId=1000726753 Nivea online shop ! March 20, 2015: http://shop.nivea.de/
  • 29.   xiii   Examples Nivea Retail Store: “Nivea House” in Hamburg, Germany Amazon
  • 30.   xiv   Nivea Online Shop Apendix 8: Communication Tool C – Direct Marketing Email ! February 27, 2015: Corporate Message – Welcome (Newsletter) ! February 28, 2015: Advertisement: Nivea Sun ! March 2, 2015: Corporate Message – Sign Up For NIVEA COMMUNITY ! March 13, 2015: Advertisement: Nivea In-Shower Body Moisturizer ! March 13, 2015: Corporate Message: Become A Brand Ambassador ! March 18, 2015: Sales Promotion: Nivea Body Milk & Nivea Deodorant ! March 23, 2015: Sales Promotion: Coupon 8 Euros ! March 25, 2015: Sales Promotion: Nivea Sun ! March 25, 2015: Sales Promotion: Free Sample ! March 25, 2015: Corporate Message: Become A Brand Ambassador
  • 31.   xv   Corporate Website ! March 20, 2015: Corporate Message: Become A Brand Ambassador Examples   Advertisement Email Newsletter Sales Promotion Email Newsletter       Corporate Message: Become a Brand Ambassador Corporate Website    
  • 32.   xvi     Appendix 9: Facebook       o February 27 - Content to Connect with Audience (Brand Logo Visible) o February 27 - Content, referring to #dressgate (Brand Logo Visible) o March 2 - Content (Brand Logo Visible) o March 3 - Advertisement: New Product o March 4 - Sales Promotion: Win Nivea Gift Set o March 5 - Advertisement o March 9 - Content, expressing Customer Value (Brand Logo Visible) o March 10 - Advertisement o March 11 - Advertisement o March 12 - Sales Promotion (Nivea Consultant) o March 13 - Content (Brand Logo Visible) o March 16 - Advertisement
  • 33.   xvii   o March 17 - Advertisement: New Product o March 18 - Sales Promotion: Win Nivea Gift Set o March 19 - Advertisement o March 20 - Content (Brand Logo Visible) o March 21 - Content (Brand Logo Visible) o March 23 - Advertisement o March 24 - Content (Brand Logo Visible) o March 25 - Sales Promotion: win BB Cream   Appendix 10: Twitter     o February 27 - Content, Dressgate (Brand Logo Visible) o March 2 - Content (Brand Logo Visible) o March 3 - Advertisement, New Product: Nivea Crème Smooth o March 4 - Retweet, Product Review o March 5 - Advertisement: NIVEA Mega Strong Product Line
  • 34.   xviii   o March 6 - Retweet, Product Review o March 9 - Content o March 10 - Content o March 11 - Retweet, Product Review o March 12 - Content (Brand Logo Visible) o March 13 - Content: Call to Become Brand Ambassador o March 17 - Content o March 18 - Sales Promotion: Win Nivea Gift Set o March 19 - Content o March 20 - Content (Brand Logo Visible) o March 23 - Content o March 24 - Sales Promotion: Win Nivea Gift Set o March 25 - Sales Promotion: Win Nivea BB Cream   Appendix 11: Evaluation of Social Media Platforms