The NIVEA brand is one of the most recognised skin and beauty care brands in the world. NIVEA Crème was first introduced in 1911 and the NIVEA brand now extends to 14 product ranges worldwide from sun care to facial moisturisers, deodorant and shower products. In 1980 NIVEA, launched its NIVEA FOR MEN range internationally.
In the 1980s, advertising in men’s style and fashion magazines along with product sampling was a major promotional tool.
In the 1990s, the company used radio, television and press advertising together with sampling.
In 2008, NIVEA FOR MEN promoted the new launches of its products through a mixture of above-the-line and below-the-line promotion. The use of sport was a key element here. NIVEA FOR MEN supported football events to build positive relationships with men. This helped create stronger brand affinity for NIVEA FOR MEN among men. It also allowed the brand to build and maintain a consistent dialogue with men, which helps to drive sales.
Above-the-line promotion included television and cinema adverts, which reached a wide audience. By using links with sport, NIVEA FOR MEN aimed to build a positive male image associated with male facial skincare.
The brand also benefited from press advertorials in popular men’s magazines, making the daily usage of their products more acceptable.
Promotions were used to attract new customers. For example, the distribution of free samples encouraged trial of NIVEA FOR MEN products which drove purchase. These promotions have helped build up brand awareness and consumer familiarity which reinforce the NIVEA FOR MEN brand presence.
There is a dedicated NIVEA FOR MEN website to support its products and provide information to educate men on their skincare needs. To enhance the brand a tool called a ‘Configurator’ was created on the website to help customers specify their skin type and find the product that best suits their needs.
Task 1 (P5)
Explain how and why...