Projet réalisé dans le cadre de la compétition d'intégration du MBA Digital Marketing et E-business en Octobre 2016.
Par : Alain Tannous, Emmanuel Deyries, Elisa Pessanha, Tijana Milosevic et Victoria Germain.
A empresa O Melhor do Marketing atua há 10 anos com consultoria e treinamento de marketing e mídias sociais no Brasil. A empresa já atendeu mais de 50 clientes em diversos setores e é referência na produção de conteúdo e no relacionamento com mais de 100 mil pessoas nas redes sociais.
e-Business, e-Marketing And Social Media 2008 Course Ge Ma Business School ...Salvatore Larosa
Module 12/13 of a series of slides I wrote down in order to introduce a small class of post-graduate students to e-Business and e-marketing, at "Gestioni & Management" Business School in Rome.
My goal was NOT just to discuss or introduce the Internet, the Web or the basic concepts online user experience and online advertising. Instead, I focused on the idea that e-marketing management is more and more a relevant aspect of "plain and simple" marketing management and I tried to give future marketing managers some methodological tool in order to address e-marketing projects in a "right", formal and structured way.
MBA Intern-ship Making of Digital Marketing ERPHarnoor Singh
The presentation includes my work done in digital marketing agency in fulfilment of my MBA degree. The creation of ERP from scratch for a digital marketing domain. It covers understanding of business flow, defining the business rules, analysing the AS IS process and based on it suggesting the TO BE process. The business continuity was kept in mind so the system could be made flexible and not risk the business.
This document outlines a presentation on digital marketing for MBA students given by Bong De Ungria, a certified digital marketer and CEO of Hyper Asia Pacific. The presentation covers De Ungria's digital marketing journey, trends in digital marketing, and five actions students can take. It encourages students to accept changes in digital marketing, select the right strategies, master new skills, project and protect their personal brands, and help others holistically. The presentation predicts an exponential pace of change and stresses the importance of unleashing one's potential as a "superhero" in today's digital world.
Managing a brand
This document provides a history of the Nivea skin care brand from its founding in 1882 to present day. Some key points:
- Nivea was founded in Germany in 1882 and launched its first mass market skincare cream in 1922.
- Over the decades, Nivea expanded its product portfolio and launched operations in India in 2006.
- Nivea is known for its iconic blue and white branding and positioning itself as a trustworthy, reliable brand that provides care and protection for the family.
- The document outlines Nivea's brand architecture including its portfolio strategy, subbrands, and marketing programs to celebrate its 100th anniversary in 2011.
A empresa O Melhor do Marketing atua há 10 anos com consultoria e treinamento de marketing e mídias sociais no Brasil. A empresa já atendeu mais de 50 clientes em diversos setores e é referência na produção de conteúdo e no relacionamento com mais de 100 mil pessoas nas redes sociais.
e-Business, e-Marketing And Social Media 2008 Course Ge Ma Business School ...Salvatore Larosa
Module 12/13 of a series of slides I wrote down in order to introduce a small class of post-graduate students to e-Business and e-marketing, at "Gestioni & Management" Business School in Rome.
My goal was NOT just to discuss or introduce the Internet, the Web or the basic concepts online user experience and online advertising. Instead, I focused on the idea that e-marketing management is more and more a relevant aspect of "plain and simple" marketing management and I tried to give future marketing managers some methodological tool in order to address e-marketing projects in a "right", formal and structured way.
MBA Intern-ship Making of Digital Marketing ERPHarnoor Singh
The presentation includes my work done in digital marketing agency in fulfilment of my MBA degree. The creation of ERP from scratch for a digital marketing domain. It covers understanding of business flow, defining the business rules, analysing the AS IS process and based on it suggesting the TO BE process. The business continuity was kept in mind so the system could be made flexible and not risk the business.
This document outlines a presentation on digital marketing for MBA students given by Bong De Ungria, a certified digital marketer and CEO of Hyper Asia Pacific. The presentation covers De Ungria's digital marketing journey, trends in digital marketing, and five actions students can take. It encourages students to accept changes in digital marketing, select the right strategies, master new skills, project and protect their personal brands, and help others holistically. The presentation predicts an exponential pace of change and stresses the importance of unleashing one's potential as a "superhero" in today's digital world.
Managing a brand
This document provides a history of the Nivea skin care brand from its founding in 1882 to present day. Some key points:
- Nivea was founded in Germany in 1882 and launched its first mass market skincare cream in 1922.
- Over the decades, Nivea expanded its product portfolio and launched operations in India in 2006.
- Nivea is known for its iconic blue and white branding and positioning itself as a trustworthy, reliable brand that provides care and protection for the family.
- The document outlines Nivea's brand architecture including its portfolio strategy, subbrands, and marketing programs to celebrate its 100th anniversary in 2011.
Nivea for Men has requested a $1.2 million print media campaign to increase its market share among urban males aged 18-35 and males aged 40+. The summary recommends a pulse schedule of magazine, newspaper, and billboard ads. Magazines target younger males while newspapers reach older males. The campaign's message is that Nivea helps all men look their best professionally and personally.
Social media marketing - MBA Project - International MarketingAnand Waindeshkar
The document discusses social media marketing in an international environment. It begins with definitions of social media and social media marketing. It then outlines the types of social media channels and discusses the advantages and disadvantages of social media marketing through a SWOT analysis. The document also explores the past, present and future of social media, and provides a case study on Ford's social media efforts. It concludes by emphasizing that social media is a powerful tool but must be used effectively.
E business ,e-commerce, e-marketing (sadiq shariff10@hotmail.com)Sadiq Shariff
E-business refers to using internet technologies to provide superior customer service, streamline business processes, and reduce costs. It can benefit all types of businesses by cutting costs, promoting globally through websites, and improving customer support. E-commerce is the buying and selling of products or services online, including the entire process from marketing to payment. It offers advantages like 24/7 availability and low costs but also security risks. E-marketing is a subset of e-business that uses electronic media like websites to perform marketing activities and achieve marketing objectives.
This document is a study on digital marketing conducted at ValueProp Corporate Solutions. It includes an introduction to digital marketing, objectives of the study, and scope. The document contains chapters on advantages of digital marketing, history and overview, business strategies, digital marketing tools and trends, internet marketing models and effects, web analytics methods, email marketing, search engine marketing and optimization, mobile advertising, and SMS marketing. It concludes with findings and suggestions. Methodology, data collection sources, and sampling areas are also discussed.
Project report on- "A study of digital marketing services" MarketerBoard
To begin with, as a part of the curriculum a summer internship programme was to be conducted for a period of two months. Given a choice one was allowed to choose the field in which he/she was interested. As my interest and curiosity was in online or digital marketing I choose to work with a startup company named Return on web. Return on web is three year old Pune based online marketing & web development firm focused on providing you business-centric strategic solutions to the companies. I choose the startup company because with start I can explore myself and why digital marketing? Because it is booming industry, the growth of digital marketing is tremendous and expected to grow more.
Due to this summer internship, I learnt every aspect of digital marketing include (business development process, content writing, social media). The company asks me to do their competitive research and told to found return on web USP. And research of our target segments digital habits. With the help of the research we got a flow of what are the major criteria’s we need to have. One had to identify various sectors in the market that actually have a need of digital marketing services. And then your task is to approach them before your competitors.
Digital marketing startup companies follow a standard process of approaching clients. There are certain steps which cannot be altered or skipped. These are followed in sequences and executed after evaluating the process again and again. In digital marketing your team should be strong enough to deliver what your client expecting, as under digital marketing everyone work is interconnected and with a team only one campaign can get ready.
An extensive literature review is done on the concepts and theories related to web advertising. A review of Research papers, articles is undertaken to take note of and acknowledge work that has been done in the field of web advertising as such. The Researcher has collected secondary data from reputed Journals and Magazines, Newspapers, articles, Internet websites and Archives. The Researcher has visited
Libraries in Pune and out of Pune, to collect literature.The researcher has identified seven research papers along with thirteen articles published in renowned journals on various topics such as Web ad, Web based ad market, E-commerce impact, trends of online marketing, consumer attitude to Web ad and sales/marketing strategy
It was an amazing experience working virtually and on field. I came to many new terminologies of digital marketing, corporate world etc. The project contain the task which has been done by me during my internship as well as what I have learnt from it.
Project Report on Digital Media Marketing Asams VK
Internship Report on Digital media Marketing. This report explains the importance of digital media marketing in present era and this report will help the reader to get an idea about the Industry, Indian population and digital media, Duties and responsibility of client servicing executives in an agency, Steps involved in client servicing and Consumer buying behaviour in the digital era. After reading the whole report the reader can able to understand the reason behind growing digital media marketing
Digital Marketing is an alternative terms for online marketing or e-marketing. There is no difference between online marketing and digital marketing but a few experts also make a few difference between both type marketing as they have said that digital marketing bears of virtual products but online marketing carries virtual and physical products. Business and marketing has been redirected to online presence either physical or digital products because World Wide Web has become common household name around the globe. Normally customers and clients check their needs online either physical products or digital products.
A presentation about digital marketing regarding Search Engine Optimization, Pay Per Click, and Social Media Marketing.
The presentation includes the advantages and disadvantages of SEO, PPC and Social Media Marketing and a short strategy that you can use with each one of them.
Etude de cas : Stratégie de fidélisation DARPHINHamza Sossey
Etude de Cas sur la marque des soins de luxe DARPHIN
élaboration d'une stratégie de fidélisation :
- Analyse SWOT
- Analyse des stratégies de fidélisaiton des concurrents (en pharmacie et en parfumerie)
- Proposition d'un stratégie de fidélisation
- Le mix fidélisation
- Pérennisation de la stratégie sur 5 ans
Comprendre les enjeux des réseaux sociaux pour les entreprisesYourastar
Les réseaux sociaux représentent un véritable enjeux pour les entreprises. Voici une présentation pour mieux comprendre le fonctionnement et les bénéfices du Social Media.
Développer son business avec Facebook et LinkedinOLIVIER ALOCCIO
Passage en revue des étapes clés à respecter sur Facebook et Linkedin quand on est une entreprise et qu'on souhaite développer du business grâce à ces deux réseaux sociaux.
Conquête des consommateurs Millennials (ou Génération Y)Caroline Gonfrier
Les Millennials, nés entre 1978 et 1994, représentent 20% de la population française. La compréhension de cette génération est certainement un défi majeur pour l’ensemble des acteurs industriels, distributeurs ou du monde des media. Pourtant, derrière certains lieux communs, se cachent une complexité et une hétérogénéité certaine. C’est ce que révèle le travail de recherche d’une étudiante de l’ESSEC, Caroline Gonfrier, dans le cadre de la collaboration entre la Chaire Grande Consommation de l’ESSEC Business School et Nielsen, leader des études consommateurs. Sa recherche s’est appuyée sur des entretiens exploratoires avec des individus des différentes générations, des interviews d’experts et une enquête conduite auprès de 280 jeunes Français de la Génération Y.
Nivea for Men has requested a $1.2 million print media campaign to increase its market share among urban males aged 18-35 and males aged 40+. The summary recommends a pulse schedule of magazine, newspaper, and billboard ads. Magazines target younger males while newspapers reach older males. The campaign's message is that Nivea helps all men look their best professionally and personally.
Social media marketing - MBA Project - International MarketingAnand Waindeshkar
The document discusses social media marketing in an international environment. It begins with definitions of social media and social media marketing. It then outlines the types of social media channels and discusses the advantages and disadvantages of social media marketing through a SWOT analysis. The document also explores the past, present and future of social media, and provides a case study on Ford's social media efforts. It concludes by emphasizing that social media is a powerful tool but must be used effectively.
E business ,e-commerce, e-marketing (sadiq shariff10@hotmail.com)Sadiq Shariff
E-business refers to using internet technologies to provide superior customer service, streamline business processes, and reduce costs. It can benefit all types of businesses by cutting costs, promoting globally through websites, and improving customer support. E-commerce is the buying and selling of products or services online, including the entire process from marketing to payment. It offers advantages like 24/7 availability and low costs but also security risks. E-marketing is a subset of e-business that uses electronic media like websites to perform marketing activities and achieve marketing objectives.
This document is a study on digital marketing conducted at ValueProp Corporate Solutions. It includes an introduction to digital marketing, objectives of the study, and scope. The document contains chapters on advantages of digital marketing, history and overview, business strategies, digital marketing tools and trends, internet marketing models and effects, web analytics methods, email marketing, search engine marketing and optimization, mobile advertising, and SMS marketing. It concludes with findings and suggestions. Methodology, data collection sources, and sampling areas are also discussed.
Project report on- "A study of digital marketing services" MarketerBoard
To begin with, as a part of the curriculum a summer internship programme was to be conducted for a period of two months. Given a choice one was allowed to choose the field in which he/she was interested. As my interest and curiosity was in online or digital marketing I choose to work with a startup company named Return on web. Return on web is three year old Pune based online marketing & web development firm focused on providing you business-centric strategic solutions to the companies. I choose the startup company because with start I can explore myself and why digital marketing? Because it is booming industry, the growth of digital marketing is tremendous and expected to grow more.
Due to this summer internship, I learnt every aspect of digital marketing include (business development process, content writing, social media). The company asks me to do their competitive research and told to found return on web USP. And research of our target segments digital habits. With the help of the research we got a flow of what are the major criteria’s we need to have. One had to identify various sectors in the market that actually have a need of digital marketing services. And then your task is to approach them before your competitors.
Digital marketing startup companies follow a standard process of approaching clients. There are certain steps which cannot be altered or skipped. These are followed in sequences and executed after evaluating the process again and again. In digital marketing your team should be strong enough to deliver what your client expecting, as under digital marketing everyone work is interconnected and with a team only one campaign can get ready.
An extensive literature review is done on the concepts and theories related to web advertising. A review of Research papers, articles is undertaken to take note of and acknowledge work that has been done in the field of web advertising as such. The Researcher has collected secondary data from reputed Journals and Magazines, Newspapers, articles, Internet websites and Archives. The Researcher has visited
Libraries in Pune and out of Pune, to collect literature.The researcher has identified seven research papers along with thirteen articles published in renowned journals on various topics such as Web ad, Web based ad market, E-commerce impact, trends of online marketing, consumer attitude to Web ad and sales/marketing strategy
It was an amazing experience working virtually and on field. I came to many new terminologies of digital marketing, corporate world etc. The project contain the task which has been done by me during my internship as well as what I have learnt from it.
Project Report on Digital Media Marketing Asams VK
Internship Report on Digital media Marketing. This report explains the importance of digital media marketing in present era and this report will help the reader to get an idea about the Industry, Indian population and digital media, Duties and responsibility of client servicing executives in an agency, Steps involved in client servicing and Consumer buying behaviour in the digital era. After reading the whole report the reader can able to understand the reason behind growing digital media marketing
Digital Marketing is an alternative terms for online marketing or e-marketing. There is no difference between online marketing and digital marketing but a few experts also make a few difference between both type marketing as they have said that digital marketing bears of virtual products but online marketing carries virtual and physical products. Business and marketing has been redirected to online presence either physical or digital products because World Wide Web has become common household name around the globe. Normally customers and clients check their needs online either physical products or digital products.
A presentation about digital marketing regarding Search Engine Optimization, Pay Per Click, and Social Media Marketing.
The presentation includes the advantages and disadvantages of SEO, PPC and Social Media Marketing and a short strategy that you can use with each one of them.
Etude de cas : Stratégie de fidélisation DARPHINHamza Sossey
Etude de Cas sur la marque des soins de luxe DARPHIN
élaboration d'une stratégie de fidélisation :
- Analyse SWOT
- Analyse des stratégies de fidélisaiton des concurrents (en pharmacie et en parfumerie)
- Proposition d'un stratégie de fidélisation
- Le mix fidélisation
- Pérennisation de la stratégie sur 5 ans
Comprendre les enjeux des réseaux sociaux pour les entreprisesYourastar
Les réseaux sociaux représentent un véritable enjeux pour les entreprises. Voici une présentation pour mieux comprendre le fonctionnement et les bénéfices du Social Media.
Développer son business avec Facebook et LinkedinOLIVIER ALOCCIO
Passage en revue des étapes clés à respecter sur Facebook et Linkedin quand on est une entreprise et qu'on souhaite développer du business grâce à ces deux réseaux sociaux.
Conquête des consommateurs Millennials (ou Génération Y)Caroline Gonfrier
Les Millennials, nés entre 1978 et 1994, représentent 20% de la population française. La compréhension de cette génération est certainement un défi majeur pour l’ensemble des acteurs industriels, distributeurs ou du monde des media. Pourtant, derrière certains lieux communs, se cachent une complexité et une hétérogénéité certaine. C’est ce que révèle le travail de recherche d’une étudiante de l’ESSEC, Caroline Gonfrier, dans le cadre de la collaboration entre la Chaire Grande Consommation de l’ESSEC Business School et Nielsen, leader des études consommateurs. Sa recherche s’est appuyée sur des entretiens exploratoires avec des individus des différentes générations, des interviews d’experts et une enquête conduite auprès de 280 jeunes Français de la Génération Y.
Support du cours du 31.8.12 à Lausanne. Une petite dizaine de participants pour une approche théorique et stratégique des médias sociaux. Pour plus d'informations : http://www.valeriedemont.ch/les-formations/
Présentation lors d'une conférence à la Startup Academy pour expliquer aux porteurs de projet l'importance de bâtir des fondations solides pour augmenter leur visibilité et leur succès en ligne.
- (Yaoundé, Cameroun)
Similar to Nivea - MBA Digital Marketing et E-business - Compétition d'intégration. (20)
Etude de Cas - EFAP Paris - Septembre 2015
Projet réalisé par : Nazim Haddad, Julie Nouhen Beckensteiner, Léna Rochoux, Lara Bahri, Nathalie Dasbi, Perrine Aignan, Margerite Vatier, Margaux Descombes, Margot Menier, Thibault Fitz, Yassaman Dadashi, Badia Hanna, Constance Marchand, Pauline Bouchet, Victoria Germain.
Vidéo Institutionnelle EFAP PARIS - Juin 2015.
Dossier écrit.
Projet réalisé par : Mathilde Dubois, Loann Valette, Thomas Daloglou, Nicolas Sarrabay, Jules Bricout, Clara Gonin, Hippolyte Thiriet, Stéphane Lima, Thomas Roussel et Victoria Germain.
Étude de cas EFAP Paris - Octobre 2014
Projet réalisé avec Marie Le Bris, Christelle Semiglia, Clara Abidbol, Tiana Thiollet, Anne Jessica, Julie Alix, Céline Dubien, Marie Maillard, Melissa Sarkis.
Étude de cas EFAP Paris - Octobre 2014
Projet réalisé avec Marie Le Bris, Christelle Semiglia, Clara Abidbol, Tiana Thiollet, Anne Jessica, Julie Alix, Céline Dubien, Mary Mllrd.
11. Problématique
Comment mettre à profit le digital et les réseaux sociaux
afin d’augmenter les ventes de Nivea et imposer la
marque comme étant la référence en matière de conseils
et d'innovation dans le domaine du soin ?
13. Compréhension/Analyse de cible
• Femme active
• Urbaine
• Très connectée
• SM – Mobile
• Conso actif
• Femme au foyer
• Urbaine/Rurale
• Tablette – PC
• Consommation
familiale
14. • Femme active
• Communiquer
sur l’expertise de
la marque
• Femme au foyer
• Communiquer
sur l’héritage
d’une marque
centenaire
15. • Digital : Hybride
Simplification
Sophistication
• IRL : Rappropriation de la
cible 35/49
Synergie entre le digital et
le point de vente
à “Votre bulle de douceur
au quotidien”
Stratégie
16. 1) Amplification de
la présence
NiveaFR sur les
plateformes
digitales
2) Créer
l’engagement :
Jouer sur l’émotion
3) Adaptation des
messages sur les
réseaux en fonction
des usages
18. Concept
• Concept : la bulle de
bien être Nivea
• Proximité/
Interactions
• Personnalisation
• Multiplication des
« moments Nivea »
quotidiens
• Espace créé IRL et sur
l’écosystème digital
• Création de contenu
adapté aux cibles
19. La Bulle Nivea
• Création d’un concept
store
La Défense
Avril - 1 mois
– Femmes actives
• Espace de soin
• Découverte de produits
• Personnalisation de
produits
• Conseils
20. Display
QR CODE
• GMS
• Grandes villes
• 250 Display
• Différenciation de
marque sur les GMS
• Possibilité de DL
l’appli Nivea_Fr
• Avec remise de 10%
sur un achat en
ligne pour un DL
21. L’application
• Mobile First
• Favoriser l’achat
• Simplifier la démarche
• S’aligner sur la concurrence
• Objectifs : Vendre,
Renseigner, créer la
conversation sociale
• Rejoindre les réseaux
sociaux de la marque
22. De l’importance du blog
• Viser l’ensemble des cibles
• Créer du content
• Amélioration chronique de la
brand image
• Paroles d’experts Nivea
• Référencement
• Participation des lectrices/
lecteurs
23.
24. • Maîtriser son
e-commerce c’est
1) Simplifier l’expérience utilisateur
2) Créer de l’engagement
3) Maximiser son profit
27. • Content
Outil promotionnel
Réductions
Jeux concours
Conseils de grand mère
4 publications/jour
• Achat d’espace
Rebond vers
l’ e-commerce
Rebond vers l’app
en CPC
Ciblage démographique :
affichage en fonction de l’âge et
du sexe (femme entre 39 – 45)
28. Jeux concours
• Parler à la cible
femme au foyer
• Créer de
l’engagement
• Taux de viralité
élevé
• Sans achat
d’espace
33. • Outil purement informatif
• Redirections sur les
• blog
• application
• site e-commerce
• 2 Tweets/jour corporate
ainsi que les réponses aux
consommateurs
Objectifs : + de Followers, tweets
et RT
34. • 3 publications/ jour
• Tips
• Mise à l’honneur du cœur de
cible
• Objectifs :
– Améliorer référencement
– Brand content
– S’aligner sur la concurrence
36. • Club des testeurs
• Publicateurs
• Commentaires de
confiance
Les ambassadeurs
• Créer une communauté
d’ambassadeurs (pour l’e-
commerce)
• Modèle Pocter & Gambles
37. • Brand content
• Reprise des éléments
fonctionnels (conseils
beauté/santé)
• Vidéo consommatrices
• Achat d’espace CPV
• Générer du trafic sur
l’e commerce et l’app,
et dans la bulle Nivea
• Ciblage
démographique et
géographique
38. • SEA
• Ciblage
géographique :
Métropoles
• Ciblage thématique :
champ lexical du
« soin du visage »
• Ciblage
démographique :
affichage en fonction
de l’âge et du sexe
(femme entre 39 – 45)
• Augmenter le spectre
de mots clés
• Exemple à reproduire :
39. Mailing
• Dinstinguer 4 clients
• « Fans »
• Actifs
• Occasionnels
• Passifs
• Donc 4 stratégies mailing
différentes
• Début de stratégie : créer du
trafic sur l’e commerce
• Promotions importantes
• 1 mail/semaine
• Campagne de masse
• Campagne personnalisée
• Evènements pour communiquer
• Split testing
43. Budget/Retour sur
investissement
• Add Facebook en CPC: 59K€
• Achat Adwords : 55K€
• Développement site web + back office :
108K €
• Développement applicaDon mobile :
79K €
• CréaDon, installaDon de la bulle Nivea :
152K€
• Partenariats Instagramers: 18K€
• Développement blog : 31K€
• Display GMS : 2K€
• Youtube AdverDsing en CPV: 15K€
• (+40K prod. Vidéo conso + 10K
prod Add)
• Total = 569K€
295 K Visites APP + Ecommerce
36 K Visites E commerce
60 à 90 K visiteurs +
retombées presse + web
773 K contacts
75 K vues, 4k
redirecDons