Digital Marketing Strategy of NIVEA by using the SOSTAC model- written by Dr. Hasan.
Digital Marketing Plan of NIVEA by using the SOSTAC model- Dr. Hasan.
Situational analysis of NIVEA:
Organisational Background:
Nivea was the top beauty brand in Europe in 2020 (Culliney, 2020). In the UK, Nivea has achieved a remarkable brand awareness of 95%. Among the British population, 49% have a favourable opinion of the brand, while 44% actively use it (Kunst 2022). Dove is Nivea's primary rival. The report encompasses fundamental elements of a digital marketing plan, including scenario analysis, objectives, strategy, tactics, action plan, and control metrics (Nivea, 2024). This SOSTAC plan is for their novel sustainable sunscreen product with SPF 50.
Figure 1: Nivea in UK
(Kunst, 2022)
1 SITUATIONAL ANALYSIS
1.1 Customer segmenting and targeting:
This SOSTAC plan is for their novel sustainable sunscreen product with SPF 50. The customers for this marketing campaign are the people who are taking care of their personal skin care products.
1.2 Personas that describe ideal customers:
Male: Age range between 19 to 45 years of age looking to transform dry skin into a velvety texture that is irresistibly smooth to the touch. These young professional group customers are more interested in their skincare.
Female: Age range between 19 to 40 years of age looking for skin care protection for personal care brand.
Customer user journeys:
These are the customers interested in transforming their personal skin protection.
Figure-2: Customer Journey map of Nivea
A market description:
Nivea caters to a wide-ranging demographic, specifically targeting both male and female individuals across different age brackets who are in search of high-quality skincare products. The newly launched skincare product is designed to meet the needs of environmentally conscious consumers seeking high-quality, sustainable options (Xaif, 2023). The intended demographic highly esteems efficient skincare while also sharing Nivea's dedication to environmental stewardship and exceptional product quality. (Nivea, 2024).
What are actionable needs and trends in your market?)
The objective of Nivea's latest skincare product is to improve beauty norms by providing an environmentally sustainable and high-quality solution. The product aims to offer consumers an enhanced skincare experience by prioritizing sustainability and efficacy (Nivea, 2024). By employing inventive formulae, ethical sourcing, and a commitment to meeting consumer expectations, this new skincare product strives to establish a standard of exceptional quality within the skincare sector. (Xaif, 2023).
Benchmarks against competitors for the customer personas, SEO and social media marketing:
Competitors | Companies | Benchmarking strategies |
Competitors |
| The campaign utilises social media marketing strategies to enhance website traffic and gain insights into the Gen Z demographic (FONA, 2022) (Nivea, 2024). Nivea initiates a TikTok challenge with the hashtag #invisible through tactics such as link sharing and paid posts on their platforms. By designing challenges based on Hunter Hayes' song, participants can win incentives, which encourage active participation and increase the number of website registrations (FONA, 2022). |
A review of customer online behaviour that may influence their decisions to do business:
There are large numbers of online customers who make purchases online. Nivea utilizes social media platforms to launch its latest skincare product, generating captivating content and promoting direct engagement with consumers (Nivea, 2024). Nivea utilizes targeted campaigns to optimize its online visibility, disseminate product details, and foster a community that appreciates skincare knowledge, by the brand's dedication to innovation and customer contentment (Xaif, 2023).
A high-level review of the macro environment (e.g. legal compliance, environmental impact, political considerations and technological considerations
Recent changes of government legislation and taxation policies have a direct impact on Nivea’s business operations. Nivea implements a comprehensive distribution strategy, guaranteeing widespread availability in supermarkets, drugstores, and department shops, supported by a strong online presence on its website and third-party e-commerce platforms (Išoraitė, 2015). Nivea employs many techniques to cater to overseas markets, including travel retail, specialized beauty merchants, and subscription services to provide customers with added convenience (Išoraitė, 2015).
Assessment of the own capabilities:
"Nivea's dedication to achieving glowing skin combines with cutting-edge innovation in our latest skincare breakthrough (Xaif, 2023)". Discover an era of natural beauty with our environmentally conscious formula, providing lasting moisturization and safeguarding. Enhance your skincare regimen with Nivea, where scientific and natural elements combine to create a radiant and environmentally friendly radiance that you will love (Nivea, 2024).
Objectives for the NIVEA, including a description of the metrics including channels and an explanation of reasons for choosing the brand:
Nivea's business mission is to enhance their understanding of customers by leveraging intelligence, implementing advanced technology, and providing unparalleled value to customers (Nivea 2023). An effective campaign can assist achieve the goal. Here, KPIs and various control metrics will be used to measure the performance of Nivea’s skin care product.
Top-level broad goals (how the organisation benefits)
To increase the revenue opportunities and market share of Nivea products.
Mid- to long-term vision (changes needed in a larger organisation).
Attain a 15% market share among sunscreen products within the specified target demographic within the initial year of product introduction (Xaif, 2023).
2 OBJECTIVES
SMART objectives
Objectives for the key digital strategy areas of customer acquisition, conversion, engagement, lead generation, development and growth.
- Specific: Nivea introduces a novel, environmentally sustainable sunscreen product with SPF 50, targeting discerning consumers who prioritize high-quality skincare options (Xaif, 2023).
- Measurable: Attain a 15% market share among sunscreen products within the specified target demographic within the initial year of product introduction (Xaif, 2023).
- Achievable: Utilize Nivea's established brand reputation, marketing networks, and sustainable product sourcing to successfully introduce the product in prominent retail stores and online platforms (Macura, 2022).
- Relevant: Ensure that the new product is in line with Nivea's dedication to sustainability, highlighting the utilisation of packaging that can naturally break down and testing methods that do not involve animal cruelty and responsibly obtained ingredients (Macura, 2022).
- Time-bound: By the conclusion of the second quarter, the environmentally friendly sunscreen product will be introduced, accompanied by an extensive marketing effort aimed at optimising visibility and consumer involvement (Macura, 2022).
NIVEA’s environmentally sustainable sunscreen product with SPF 50 aims to achieve the following objectives:
- Environmental Impact Reduction: NIVEA commits to minimizing its environmental footprint by using sustainable sourcing and production methods. Metrics for this objective include:
- Plastic Reduction: Tracking the percentage reduction in plastic packaging for products like the NIVEA SUN UV Face Q10 Anti-Age Sun Cream SPF50 (NIVEA, 2024).
- Waste Reduction: Monitoring waste generated during production and distribution (Nivea, 2024).
- Carbon Footprint: Measuring the product’s carbon emissions throughout its lifecycle (Xaif, 2023).
Consumer Education and Engagement:
- Transparency: NIVEA will communicate its sustainability efforts through channels like its website and social media. Metrics include engagement rates and reach (Macura, 2022).
- Consumer Awareness: Tracking the number of consumers informed about the product’s eco-friendly features (Nivea, 2024).
- Product Reviews: Monitoring positive reviews related to sustainability (Nivea, 2024).
Quality and Efficacy:
- SPF Protection: Ensuring the product provides effective sun protection (e.g., SPF 50+) (Nivea, 2024).
- Skin Health: Measuring skin health improvements due to ingredients like Q10 and antioxidants (Nivea, 2024).
- Customer Satisfaction: Collecting feedback on product performance and user experience (Macura, 2024).
Ethical Practices:
- Cruelty-Free: NIVEA’s commitment to avoiding animal testing.
- Ethical Sourcing: Ensuring ingredients are responsibly sourced (e.g., Aloe Vera and Jojoba Oil in the NIVEA SUN Sensitive SPF 50+ Allergy Protect Sun Lotion Spray) (Xaif, 2023).
Channels for metrics collection:
- Online Platforms: NIVEA’s website, social media, and e-commerce platforms (Culliney, 2020).
- In-Store Displays: Educating consumers at point of sale.
- Surveys and Feedback Forms: Gathering direct consumer insights.
Why these metrics? These metrics align with NIVEA’s core values, resonate with discerning consumers, and contribute to a more sustainable skincare industry. By focusing on environmental impact, transparency, efficacy, and ethics, NIVEA aims to meet discerning consumers’ expectations while safeguarding the planet (Nivea, 2024).
Detailed strategic positioning plan of NIVEA:
3 STRATEGIC POSITIONING
A strategic overview of targeting and segmentation strategies of NIVEA:
Nivea caters to a wide-ranging demographic, explicitly targeting male and female individuals across different age brackets who search for high-quality skincare products. The newly launched skincare product is designed to meet the needs of environmentally conscious consumers seeking high-quality, sustainable options (Xaif, 2023). The intended demographic highly esteems efficient skincare while sharing Nivea's dedication to environmental stewardship and exceptional product quality. (Nivea, 2024).
A description of the vision for NIVEA's positioning.
Nivea's latest skincare product aims to improve beauty norms by providing an environmentally sustainable and high-quality solution (Wicaksana, & Bintarti, 2023). The product aims to offer consumers an enhanced skincare experience by prioritising sustainability and efficacy (Nivea, 2024). By employing inventive formulae, ethical sourcing, and a commitment to meeting consumer expectations, this new skincare product strives to establish a standard of exceptional quality within the skincare sector. (Xaif, 2023).
The positioning strategies of NIVEA’s environmentally sustainable sunscreen product with SPF 50 for creating distinctive benefits and customer delight are the following:
- Eco-Chic Luxury: Position the product as a high-end, eco-conscious choice for discerning consumers who value both quality skincare and environmental responsibility. Emphasize the luxurious feel, premium ingredients, and sustainable packaging (Nivea, 2024).
- Science-Backed Protection: Highlight the product’s advanced formulation, backed by dermatological research. Use phrases like “Clinically Proven SPF 50+” and “Skin Health Boosters” to appeal to consumers seeking effective sun protection without compromising on sustainability (Nivea, 2024).
- Ocean-Friendly: Leverage the product’s reef-safe formula (free from harmful chemicals like oxybenzone and octinoxate) to attract environmentally conscious beachgoers. Mention that it won’t harm marine ecosystems, making it an ideal choice for coastal vacations (Nivea, 2024).
- Minimalist Beauty: Position the sunscreen as an essential part of a minimalist skincare routine. Use clean, simple packaging design to convey purity and minimal environmental impact. Phrases like “Less is More” and “Effortless Protection” resonate with this approach (Nivea, 2024).
- Holistic Wellness: Connect the sunscreen to overall well-being. Highlight natural ingredients (such as aloe vera and antioxidants) that nourish the skin while protecting it from UV damage. Consider collaborations with wellness influencers or yoga studios (Wicaksana, & Bintarti, 2023).
Therefore, the key is to align the product’s features with the values of discerning consumers who prioritize quality, sustainability, and ethical choices.
A high-level description of NIVEA's proposition and the marketing mix.
Value proposition:
Nivea’s business mission is to enhance their understanding of customers by leveraging intelligence, implementing advanced technology, and providing unparalleled value to customers (Nivea, 2024). An effective campaign can assist in achieving the goal. Nivea is a global brand in around 20 different product categories in over 50 countries. (Nivea, 2024). Nivea possesses significant brand recognition and value (Culliney, 2020). It has a highly robust distribution network (Culliney, 2020). The packets feature the brand’s signature colour combination of blue and white (Gürel, 2017). The brand’s exceptional advertising and high visibility establish it as a prominent and easily remembered brand (Gürel 2017).
Marketing Mix Strategy:
The following section will evaluate the marketing mix strategies of Nivea by using 7P analysis such as:
Product | Nivea's product strategy centres around offering a wide range of skincare products, consistently introducing new formulations such as moisturisers, UV protection, anti-ageing, and sensitive skin care (Išoraitė, 2015). Nivea matches changing consumer desires for ethical skincare by prioritising quality, affordability, and sustainability. (Išoraitė, 2015) |
Price | Based on production costs, strategic pricing is essential for attaining the targeted sales volume (Išoraitė, 2015). Nivea implements strategic pricing methods that prioritise accessibility by consistently implementing policies that cater to the working class and ensuring acceptable prices for a broader range of consumers (Išoraitė, 2015). |
Place | Nivea implements a comprehensive distribution strategy, guaranteeing widespread availability in supermarkets, drugstores, and department shops, supported by a solid online presence on its website and third-party e-commerce platforms (Išoraitė, 2015). Nivea employs many techniques to cater to overseas markets, including travel retail, specialised beauty merchants, and subscription services to provide customers with added convenience. (Išoraitė, 2015) |
Promotion | To reach a wider audience, Nivea uses a digital medium like its own websites, an online magazine known as FYI - Fun, Young, and Independent, and social media like Nivea, which maintains a presence on Facebook and Instagram. Collaborate with influencers to generate excitement and genuine product endorsements (Išoraitė, 2015) (Chaffey and Smith, 2017). |
People | Provide comprehensive training to sales reps and customer service professionals to ensure they possess extensive knowledge of the products and can deliver exceptional customer service (Išoraitė, 2015). Enhancing customer involvement via online platforms, promoting the creation of content and testimonials by users (Išoraitė, 2015). |
Process | Optimise supply chain operations for prompt manufacturing, delivery, and product accessibility. Streamline the e-commerce process to enhance a seamless and intuitive customer journey (Išoraitė, 2015) (Chaffey and Smith, 2017). |
Physical Evidence | Create visually appealing packaging that reflects the brand's commitment to sustainability. Create captivating in-store displays that highlight the unique attributes and benefits of the new product. (Išoraitė, 2015) (Chaffey and Smith, 2017). |
4. Branding strategy of Nivea:
Nivea's branding strategy centres around offering a wide range of skincare products, consistently introducing new formulations such as moisturisers, UV protection, anti-ageing, and sensitive skin care (Išoraitė, 2015). Nivea matches changing consumer desires for ethical skincare by prioritising quality, affordability, and sustainability (Išoraitė, 2015).
5. A summary of the online representation or presence.
Nivea’s online representation or presence and their social media campaign utilise social media marketing strategies to enhance website traffic and gain insights into the Gen Z demographic (FONA, 2022) (Nivea, 2024). Nivea initiates a TikTok challenge with the hashtag #invisible through tactics such as link sharing and paid posts on their platforms. By designing challenges based on Hunter Hayes' song, participants can win incentives, encouraging active participation and increasing website registrations (FONA, 2022).
6. A content and engagement strategy description.
Nivea's content marketing strategy boosts engagement by promoting user-generated content (UGC) on social media platforms, encouraging users to like, comment, and share (FONA, 2022). User-generated content (UGC), which encompasses reviews, blogs, images, and videos, offers a sense of genuineness as it is created by users (Nivea, 2024). This aligns with the strong inclination of Generation Z towards authenticity. Moreover, it creates social validation, promoting confidence and customer interaction with the business. (FONA, 2022)
7. A digital channel acquisition communications strategy.
Nivea's omnichannel marketing strategy can enhance product awareness by expanding its reach through many channels, such as applications, social media platforms, displays, and others. Nivea's digital channel acquisition and communications strategy has created further opportunities to generate new leads. Furthermore, it employs uniform communication across many platforms, strengthening brand messaging and enhancing product recognition (Kaushik, 2023). Gen Z individuals prefer digital channels (Macura, 2022). This aligns with the concept of omnichannel marketing, which involves the use of numerous channels. These encompass digital platforms, mobile applications, and personal recommendations (Chaffey & Smith, 2019).
8. A digital channel conversion strategy.
The campaign utilises social media marketing strategies to enhance website traffic and gain insights into the Gen Z demographic (FONA, 2022) (Nivea, 2024). Nivea initiates a TikTok challenge with the hashtag #invisible through tactics such as link sharing and paid posts on their platforms. By designing challenges based on Hunter Hayes' song, participants can win incentives, encouraging active participation and increasing website registrations (FONA, 2022).
9. A digital channel retention communications strategy.
Nivea's promotional mix strategy for new product development employs a diverse and comprehensive approach. This entails utilising conventional and digital advertising through television, radio, internet banners, and social media platforms (Kaushik, 2023). In addition, the strategy integrates sales promotions featuring discounts, impactful public relations endeavours through media exposure and influencer partnerships, and direct marketing endeavours, such as email campaigns. The objective of the combination is to engage the intended audience efficiently and effectively (Macura, 2022).
10. A data strategy.
Dove is Nivea's primary rival in the United Kingdom. Dove and Nivea cater to the same demographic and maintain an online presence, including websites and various social media channels (Similarweb, 2023). In order to develop their data strategy, the following section analyses some of their current data:
Fig 1: Website Analysis
(Similarweb, 2024)
Fig 2: Channels for market distribution
(Similarweb 2024)
According to the market audit, Nivea has a more significant amount of web traffic and a more significant percentage of traffic than Dove in the UK. Furthermore, Nivea possesses a more robust presence on social media platforms. (Similarweb 2024) ( Semrush 2024). Nivea's business mission is to enhance their understanding of customers by leveraging intelligence, implementing advanced technology, and providing unparalleled value to customers (Nivea, 2023). An effective campaign with AI integration can assist in achieving the goal.
11. A multichannel integration strategy.
The proposed campaign's marketing arsenal will include social media, content marketing, and omnichannel marketing technologies. The TikTok, Instagram, and YouTube accounts will serve as the official channels of communication, and connections will lead consumers to the business website (Macura, 2022).
12. A social media marketing strategy.
Developing a social media Listen-Response (SMLR) Loop for Nivea's new product involves a cyclical procedure of observing online discussions, interacting with the users, and adjusting tactics depending on acquired knowledge. Here is a modified loop designed explicitly for Nivea (Lane, 2020).
Listen: Employ social media monitoring tools to track references, remarks, and conversations about Nivea's latest product. Analyse patterns, emotions, and reoccurring topics within the intended recipients (Lane, 2020).
Analyze: Analyse the collected data to comprehend client preferences, issues, and attitudes. Identify prominent influencers and authoritative figures within the skincare and beauty field (Macura, 2022).
Engage: Ensure timely responses to consumer inquiries, remarks, and input. Promote constructive engagement by recognising user-generated content and fostering user involvement (Lane, 2020).
Adapt: Utilize observations derived from social listening to enhance marketing strategy. Customise the content and messaging according to the input and preferences of the audience (Macura, 2022).
Measure: Define and implement key performance indicators (KPIs) to quantitatively assess the effectiveness of social media interaction. Monitor key performance indicators such as the rate of audience interaction, analysis of sentiment, and the expansion of the audience (Lane, 2020).
Iterate: Continuously improve the SMLR loop using real-time social media data analysis. Modify approaches to changing patterns and customer demands (Lane, 2020).
Collaborate: Engage in partnerships with influential individuals and loyal supporters of the brand to enhance the reach and impact of favourable messaging. Utilise strategic alliances to broaden the scope and influence of the SMLR loop (Lane, 2020).
13. A digital marketing governance strategy.
The digital marketing governance strategies of NIVEA depend on their KPI model, which encompasses multiple factors that are crucial for the success of NIVEA's new skincare product (Transtutors.com, 2021). Consistently tracking these key performance indicators (KPIs) will yield practical observations for making strategic modifications, guaranteeing the product's favourable influence on the market and their customers (Maruca, 2022).
To develop a robust digital marketing governance strategy for NIVEA’s SPF 50 sunscreen involves several key actions. Let’s dive into the details:
Clear Objectives and KPIs:
Define specific goals for the SPF 50 sunscreen campaign (e.g., brand awareness, sales growth, customer engagement) (Macura, 2022).
Establish Key Performance Indicators (KPIs) to measure success (e.g., website traffic, conversion rates, social media engagement) (Lane, 2020).
Content Creation and Distribution:
Website Optimization:
- Ensure the NIVEA website has a dedicated SPF 50 product page with detailed information (Nivea, 2024).
- Optimize meta tags, headings, and content for relevant keywords (e.g., “SPF 50 sunscreen,” “sun protection”) (Iwundu and Onyenweaku, 2023).
Blog Posts and Articles:
- Regularly publish informative articles about sun protection, skincare tips, and SPF facts (Iwundu and Onyenweaku, 2023).
- Share these articles across NIVEA’s blog and social media channels.
Email Newsletters:
- Send targeted newsletters to subscribers, highlighting SPF 50 benefits and promotions (Lane, 2020).
- Include CTAs linking back to the website (Xaif, 2023).
Social Media Strategy:
Platform Selection:
- Focus on platforms where NIVEA’s target audience is active (e.g., Instagram, Facebook, YouTube) (Iwundu and Onyenweaku, 2023).
- Create engaging content specific to each platform (Lane, 2020).
Influencer Collaborations:
- Partner with skincare influencers to showcase SPF 50 in real-life scenarios (Macura, 2022).
- Leverage their reach to amplify NIVEA’s message (Nivea, 2020).
User-Generated Content (UGC):
- Encourage customers to share their SPF 50 experiences (Lane, 2020).
- Repost UGC on NIVEA’s social media profiles (Iwundu and Onyenweaku, 2023).
Paid Advertising:
- Invest in targeted ads on social media and search engines (Xaif, 2023).
- Use retargeting to reach users who have shown interest in SPF products (Iwundu and Onyenweaku, 2023).
Compliance and Monitoring:
Legal Compliance:
- Ensure all marketing materials adhere to regulations (e.g., sunscreen claims, ingredient disclosures) (Iwundu and Onyenweaku, 2023).
- Regularly review and update disclaimers.
Monitoring and Reporting:
- Use analytics tools to track performance.
- Adjust strategies based on data insights.
Team Roles and Responsibilities:
- Clearly define roles within the marketing team.
- Assign responsibilities for content creation, social media management, and performance analysis (Iwundu and Onyenweaku, 2023).
Therefore, consistency, transparency, and agility are essential for an effective digital marketing governance strategy.
Description of the the tactics stages including detailed descriptions of these tactics and actions.
4 TACTICS
4.1 What things you will do in the real world.
Tactic-1: Create excitement and establish brand recognition for the latest Nivea’s sustainable sunscreen product with SPF 50
Tactic-2: Cultivate active participation and uphold a cohesive brand image for SPF50.
Tactic-3: Objective: Enhance search engine optimization (SEO) and deliver valuable content.
4.2 Tools, channels and processes that need to carry out each tactic.
- Tactic-1: Distribute hero videos on prominent social media channels, YouTube, and the Nivea website. Utilise influencers to enhance the extent of one's reach (Xaif, 2023).
- Tactic-2: Consistently disseminate hub material across Nivea's social media platforms, blog, and email newsletters to establish a content hub that effectively captivates the audience (Xaif, 2023).
- Tactic-3: Disseminate hygiene content on the Nivea website, ensuring it is optimised for search engines and easily searchable. Utilise social media platforms to disseminate excerpts to increase website traffic (Xaif, 2023).
4.3 When you will implement each tactic
Each tactic will be implemented this year (2024).
4.5 Digital channel optimisation
Digital channel optimisation can be done by using 3H content strategies of Nivea such as:
Hero Content | Tactic-1: Create excitement and establish brand recognition for the latest Nivea’s sustainable sunscreen product with SPF 50 Content Type: The main message of Nivea is “To care for our skin means to care for the world around us. Produce a visually captivating and emotionally compelling hero video that showcases the distinctive attributes and advantages of the product, as well as the brand's dedication to development and sustainability (Lane, 2020). Distribute hero videos on prominent social media channels, YouTube, and the Nivea website. Utilize influencers to enhance the extent of one's reach (Xaif, 2023). |
Help Content | Tactic-2: Cultivate active participation and uphold a cohesive brand image. Content Type: Create a collection of educational and engaging content focused on skincare, sustainability, and the new product. This may encompass instructional videos, exclusive backstage content, and user endorsements (Lane, 2020). Distribution: Consistently disseminate hub material across Nivea's social media platforms, blog, and email newsletters to establish a content hub that effectively captivates the audience. (Xaif, 2023) |
Hub content | Tactic-3: Enhance search engine optimisation (SEO) and deliver valuable content. (Macura, 2022) Content Type: Develop educational content focused on skincare, highlighting the significance of the substances utilised in the new product. These encompass blog pieces, infographics, and FAQs. Distribution: Disseminate hygiene content on the Nivea website, ensuring it is optimised for search engines and easily searchable. Utilise social media platforms to disseminate excerpts to increase website traffic. (Xaif, 2023)
To enhance search engine optimization (SEO) and deliver valuable content for NIVEA’s environmentally sustainable sunscreen product with SPF 50, consider the following strategies:
Therefore, delivering valuable content involves a mix of informative, engaging, and SEO-friendly material. By combining these strategies, NIVEA can effectively promote its environmentally friendly SPF 50 sunscreen while reaching discerning consumers (Nivea, 2024).
|
Section-Five:
Description of the actions stages including detailed descriptions of these tactics and actions:
5 ACTIONS
5.1 List each step or action that needs to be taken to make each tactic happen.
Tactic-1: Distribute hero videos on prominent social media channels, YouTube, and the Nivea website. Utilise influencers to enhance the extent of one's reach (Xaif, 2023).
Nivea will create good-quality video content with various offers and advice.
It could advise obtaining a sample, visiting the product's website, or purchasing it (Lane, 2020).
Actions:
To effectively distribute hero videos for NIVEA’s SPF 50 sunscreen brand, Nivea needs to consider the following actions:
Create Engaging Hero Videos:
- Develop high-quality videos showcasing the product’s features, benefits, and application (Iwundu and Onyenweaku, 2023).
- Highlight its SPF 50 protection, lightweight texture, and eco-friendly aspects (if applicable) (Wicaksana, & Bintarti, 2023).
Leverage Social Media Channels:
- YouTube: Upload hero videos to NIVEA’s official YouTube channel. Optimize titles, descriptions, and tags with relevant keywords (e.g., “NIVEA SPF 50 review,” “sunscreen for sensitive skin”) (Xaif, 2023).
- Instagram: Share short video clips as Instagram Reels or IGTV. Collaborate with influencers for shoutouts and features (Pratiwi et al., 2023).
Influencer Marketing:
- Identify skincare and beauty influencers who align with NIVEA’s brand values (Pratiwi et al., 2023).
- Send them product samples and encourage them to create authentic reviews or tutorials (Lane, 2020).
- Leverage their reach to introduce NIVEA SPF 50 to their followers (Wicaksana, & Bintarti, 2023).
Website Integration:
- Embed hero videos on NIVEA’s product pages. Provide clear CTAs (calls to action) for viewers to explore further (Macura, 2022).
- Include video thumbnails in relevant blog posts or articles about sun protection (Wicaksana, & Bintarti, 2023).
Paid Advertising:
- Run targeted ads on social media platforms (Facebook, Instagram, YouTube) to reach specific demographics interested in skincare and sun protection (Pratiwi et al., 2023).
- Use engaging snippets from hero videos as ad content (Iwundu and Onyenweaku, 2023).
Collaborate with Retailers:
- Share hero videos with retail partners (online and offline). They can feature them on their platforms or in-store displays (Wicaksana, & Bintarti, 2023).
User-Generated Content (UGC):
- Encourage customers to create their own videos using NIVEA SPF 50. Host a UGC contest or campaign (Wicaksana, & Bintarti, 2023).
- Repost UGC on NIVEA’s social media channels (Iwundu and Onyenweaku, 2023).
Therefore, consistency, authenticity, and strategic placement are key to maximizing reach and engagement.
Tactic-2: Consistently disseminate hub material across Nivea's social media platforms, blog, and email newsletters to establish a content hub that effectively captivates the audience. (Xaif, 2023).
Nivea will create educational and engaging content focused on skincare, sustainability, and the new product (Iwundu and Onyenweaku, 2023).
Nivea can encompass instructional videos, exclusive backstage content, and user endorsements. (Lane, 2020)
Actions:
To consistently disseminate hub material for NIVEA’s SPF 50 sunscreen, creating an engaging content hub across social media, blog, and email newsletters, consider the following actions:
Content Calendar and Strategy:
- Develop a comprehensive content calendar that aligns with product launches, seasons, and relevant events (Wicaksana, & Bintarti, 2023).
- Plan a mix of educational, lifestyle, and user-generated content (Pratiwi et al., 2023).
Social Media Platforms:
- Instagram: Regularly share posts, stories, and reels featuring SPF 50 benefits, application tips, and user testimonials (Pratiwi et al., 2023).
- TikTok: Create short, fun videos demonstrating sunscreen use or debunking myths (Xaif, 2023).
- YouTube: Upload longer-form videos, such as tutorials or behind-the-scenes content (Pratiwi et al., 2023).
Influencer Collaborations:
- Partner with skincare influencers and beauty experts to create authentic content (Lane, 2020).
- Leverage their reach to showcase NIVEA SPF 50 in relatable ways (Pratiwi et al., 2023).
Blog Posts:
- Write informative articles about sun protection, skin health, and SPF myths (Pratiwi et al., 2023).
- Include product spotlights, ingredient deep-dives, and user experiences (Wicaksana, & Bintarti, 2023).
Email Newsletters:
- Regularly send newsletters to subscribers (Wicaksana, & Bintarti, 2023).
- Feature SPF 50 tips, exclusive offers, and links to blog content (Lane, 2020).
User-Generated Content (UGC):
- Encourage customers to share their sunscreen routines (Xaif, 2023).
- Repost UGC on social media and in newsletters (Lane, 2020).
Consistent Brand Voice:
- Maintain a cohesive tone across all platforms (Wicaksana, & Bintarti, 2023).
- Use storytelling to connect with the audience emotionally (Wicaksana, & Bintarti, 2023).
Thus, consistency, authenticity, and value-driven content will captivate the NIVEA SPF 50 audience and establish a strong content hub.
Tactic-3: Disseminate hygiene content on the Nivea website, ensuring it is optimised for search engines and easily searchable. Utilise social media platforms to disseminate excerpts to increase website traffic (Xaif, 2023).
- Nivea will translate the customer's desire and interest into a tangible action, such as buying something (Wicaksana, & Bintarti, 2023).
- Disseminate hygiene content on the Nivea website, ensuring it is optimised for search engines and easily searchable. Utilise social media platforms to disseminate excerpts to increase website traffic (Xaif, 2023).
Actions:
To disseminate hygiene content effectively on NIVEA’s website and boost search engine visibility, consider the following actions:
Keyword Optimization and SEO Hygiene:
- Keyword Research: Identify relevant keywords related to hygiene, sunscreen, and SPF 50 (Wicaksana, & Bintarti, 2023).
- On-Page SEO: Optimize content by naturally incorporating these keywords into titles, headings, and meta descriptions (Xaif, 2023).
- Technical SEO: Ensure proper URL structure, mobile responsiveness, and fast loading times (Macura, 2022).
Content Hub Creation:
- Hygiene Hub: Create a dedicated section on the website for hygiene-related content. Organize articles, guides, and FAQs (Wicaksana, & Bintarti, 2023).
- Regular Updates: Publish fresh content consistently to maintain relevance and attract search engines (Macura, 2022).
User-Friendly Navigation:
- Clear Menus: Ensure intuitive navigation with clear categories (e.g., “Hygiene Tips,” “Sun Protection”) (Lane, 2020).
- Internal Links: Link hygiene articles within related content to enhance user experience and SEO (Wicaksana, & Bintarti, 2023).
Social Media Excerpts:
- Teasers: Share snippets or excerpts from hygiene articles on social media platforms (Instagram, Facebook, Twitter) (Lane, 2020).
- Link Back: Include a link to the full article on NIVEA’s website (Wicaksana, & Bintarti, 2023).
Engage with Influencers:
- Collaborate: Partner with skincare influencers to share hygiene tips and promote NIVEA’s SPF 50 sunscreen (Nivea, 2024).
- User-Generated Content: Encourage influencers and users to create content around hygiene practices (Wicaksana, & Bintarti, 2023).
Email Newsletters:
- Digests: Send regular newsletters featuring hygiene content highlights (Xaif, 2023).
- CTAs: Include links to the full articles on the website (Wicaksana, & Bintarti, 2023).
Therefore, a well-organized content hub, strategic SEO, and social media promotion will enhance NIVEA’s hygiene content visibility and drive website traffic
5.2 Person or team that will carry out each tactic.
Marketing Manager
5.3 Work out whether you will need to develop systems or processes to make things work.
The systems and processes that are required to make things include the following:
Attention
| At this point, Nivea tries to captivate your attention by offering something fascinating or attractive. It may be an attention-grabbing headline, a vibrant picture, or a strong statement from using media and their websites as well as they use celebrities or influencers (Lane, 2020). |
Interest | Nivea ensures that every product on their website has comprehensive and user-friendly information. This contains usage guidelines, advantages of the product, and features, stimulating user interest with educational material (Macura, 2022). |
Desire | Nivea's website showcases and emphasises client testimonials and ratings. Positive reviews emphasize Nivea goods' effectiveness and customer satisfaction, leading to a rise in consumer demand for them (Iwundu and Onyenweaku, 2023). |
Action | Nivea finally offers advice on what to do next. It could advise obtaining a sample, visiting the product's website, or purchasing it (Lane, 2020). The idea is to translate your desire and interest into a tangible action, such as buying something. |
Section-Six:
Explanation of the control phase including which measurement dashboards will be use to monitor and iterate the campaign:
6 CONTROL
KPIs Evaluation
The KPI model encompasses multiple factors that are crucial for the success of Nivea's new skincare product (Transtutors.com, 2021). Consistently tracking these key performance indicators (KPIs) will yield practical observations for making strategic modifications, guaranteeing the product's favorable influence on the market and the brand's overarching goals. (Statista, 2024) (Coursehero.com, 2019)
Tactic-1: Distribute hero videos on prominent social media channels, YouTube, and the Nivea website. Utilise influencers to enhance the extent of one's reach (Xaif, 2023).
KPIs:
- Measuring the quality of the video content with various offers and advice.
- Measuring the number of people who viewed, liked, shared or commented on those videos (Pratiwi et al., 2023).
- It could advise obtaining a sample, visiting the product's website, or purchasing it (Lane, 2020).
Tactic-2: Consistently disseminate hub material across Nivea's social media platforms, blog, and email newsletters to establish a content hub that effectively captivates the audience. (Xaif, 2023).
KPIs:
- Measuring the success of educational and engaging content focused on skincare, sustainability, and the new product (Pratiwi et al., 2023).
- Measuring the number of people who viewed, liked, shared or commented on those videos.
- Nivea can encompass instructional videos, exclusive backstage content, and user endorsements (Lane, 2020).
Tactic-3: Disseminate hygiene content on the Nivea website, ensuring it is optimised for search engines and easily searchable. Utilise social media platforms to disseminate excerpts to increase website traffic (Xaif, 2023).
KPIs:
Measuring the factors that translate the customer's desire and interest into a tangible action, such as buying something (Pratiwi et al., 2023).
Disseminate hygiene content on the Nivea website, ensuring it is optimised for search engines and easily searchable.
Utilising social media platforms to disseminate excerpts to increase website traffic (Xaif, 2023).
Measurement Dashboard:
In 2022, Nivea allocated less than $100 million (£83.4 million) into advertising, suggesting a substantial commitment to marketing efforts (Statista, 2023). The goal-oriented and task budget strategy is highly suitable for any firm (Jaideep 2022). This strategy assists managers in formulating promotional budgets by delineating precise objectives, outlining tasks, and evaluating the associated costs.
Monitoring the measurement dashboard weekly or monthly has its own advantages and disadvantages:
Weekly Monitoring:
Pros:
- Allows for more immediate identification of trends or issues.
- Enables quick response to changes in performance metrics.
- Keeps goals and objectives top of mind for the team.
Cons:
- Can lead to short-term thinking and knee-jerk reactions.
- May not capture long-term trends effectively.
- Could be time-consuming if the data collection process is not automated.
Monthly Monitoring:
Pros:
- Provides a broader view of trends over a longer period.
- Reduces the risk of overreacting to short-term fluctuations.
- Saves time by reducing the frequency of analysis.
Cons:
- Delays in identifying and responding to issues.
- Can miss out on timely opportunities for improvement.
- May not keep team members as engaged with performance metrics.
Creating a policy for adjusting the marketing mix involves setting clear criteria for evaluation and a schedule for review for Nivea. Here’s a general approach for Nivea’s co-friendly sunscreen SPF50:
Set Clear Objectives: Define what success looks like for each component of Nivea’s marketing mix (product, price, place, promotion (Pratiwi et al., 2023).
Regular Analysis: Schedule regular intervals (e.g., quarterly, bi-annually) to review performance against objectives (Macura, 2022).
Performance Indicators: Use key performance indicators (KPIs) to measure effectiveness. This could include sales figures, website traffic, conversion rates, customer feedback, etc. (Pratiwi et al., 2023).
Market Trends: Stay informed about market trends and consumer behaviour that may affect Nivea’s marketing strategy (Lane, 2020).
Competitive Analysis: Regularly assess your position relative to competitors and adjust your marketing mix to maintain or improve that position (Macura, 2022).
Testing: Implement A/B testing or pilot programs to trial changes before fully rolling them out (Pratiwi et al., 2023).
Feedback Loops: Create mechanisms for receiving feedback from customers and sales teams to inform Nivea's marketing decisions (Xaif, 2023).
Flexibility: To be prepared to make changes outside of the regular review cycle if significant market shifts or performance indicators show a rapid decline (Pratiwi et al., 2023).
Documentation: Document changes and their outcomes to inform future decisions (Lane, 2020).
This policy should be flexible enough to respond to rapid market changes while structured enough to ensure that changes are data-driven and aligned with overall business objectives of Nivea.
Lists of Measurement tools and resources needed:
The control metrics of Nivea are the following:
Sales Metrics:
- KPI: Monthly Revenue (Transtutors.com, 2021).
- Measurement: Nivea will monitor the monthly income generated by the new skincare product to evaluate its commercial performance and expansion over some time (Statista, 2024) (Coursehero.com, 2019).
Market Share:
- Key Performance Indicator: Percentage of market share (Transtutors.com, 2021).
- Quantification: Nivea will determine the proportion of the skincare product's sales relative to the total skincare market, which offers valuable information on its competitive standing. (Coursehero.com, 2019).
Customer Acquisition:
- Key Performance Indicator: Quantity of New Customers (Transtutors.com, 2021).
- Measurement: Nivea will track the number of new customers who have purchased the new skincare product to gauge its appeal to a broader demographic. (Transtutors.com, 2021) (Coursehero.com, 2019).
Customer Retention:
- Key Performance Indicator: Repeat Purchase Rate (Transtutors.com, 2021).
- Measurement: Nivea will assess the proportion of customers who make subsequent skincare product purchases, indicating its effectiveness in fostering loyalty. (Transtutors.com, 2021) (Coursehero.com, 2019).
Perception of a brand:
- Key Performance Indicator: Customer Satisfaction Score (CSAT) (Transtutors.com, 2021).
- Measurement: Nivea will implement periodic surveys to evaluate customer satisfaction with the new product, impacting brand perception. (Transtutors.com, 2021) (Coursehero.com, 2019).
Online Presence:
- KPI: Social Media Engagement Rate (Transtutors.com, 2021).
- Measurement: Nivea will determine the level of interaction and involvement on social media sites specifically pertaining to the new skincare product, indicating its digital popularity (Transtutors.com, 2021) (Coursehero.com, 2019).
Product Awareness:
- KPI: Impressions and Reach (Transtutors.com, 2021).
- Measurement: Nivea will monitor the frequency at which customers come across the product via different channels, assessing the overall level of awareness. (Transtutors.com, 2021) (Coursehero.com, 2019).
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