ADVERTISING PRODUCTION

GHANA INSTITUTE OF JOURNALISM.

COURSE:          ADVERTISING PRODUCTION.                                    

LECTURER:    MR. YAW GYAU.

CLASS:             DIPLOMA 2B.

GROUP ASSIGNMENT

SAMUEL AASAH BARNOR                                                

BENJAMIN .K. TENKORANG                     

QUESTION: As the Director of Corporate Communications of Nivea, develop promotional strategies using the six (6) IMCs for the Nivea range of products.

PROMOTIONAL STRATEGIES PROPOSAL

BACKGROUND OF THE STUDY

Nivea is a global skin and body care brand, owned by the German company Beiersdorf. In 1882 Pharmacist Carl Paul Beiersdorf establishes the company on March28. The company began in 1911 when Beiersdorf developed water in oil as a skin cream with Eucerit, the first stable emulsion of its kind.

The company’s owner, Oscar Troplowitz named it Nivea, from the Latin word niveus/nivea(meaning snow-white).

“Essentially enriched” body lotion nourishes and protects the skin. The particularly rich water-in-oil emulsion has caring ingredients which leave even the driest skin noticeably smoother. The “Essentially enriched”contains moisturizing Almond Oil, Vitamin E and intensive caring lipids.

STATEMENT OF PROBLEM

Customers do complain that for ages they have been using creams from other brands but they do not notice any change in their color. The creams especially body lotions they use either deform or cause irritation to their skin.

As Director of Corporate Communication of Nivea we have promoted several categories of products to the market. These include Shower Care, Body Care, Deodorant, Face Care, Men's Care, Nivea Cream, and Nivea Soft-Sun Care.

Our customers in deed have testified our various products, according to them; Nivea products have established changes in their body. So the company has decided to introduce to our prospective customers Nivea body lotion “essentially enriched”

 We ensure our customers that; for best results they should apply it daily, for a noticeable long-lasting improvement to their dry skin. Also, skin compatibility is dermatological proven.

OBJECTIVES

The company is introducing the “essentially enriched” so that:

1.      Lost moisture would be restored an dreplenished.

2.      It protects the natural structure of the skin and maintains its protective layer.

3.      Roughnesses are reduced.

4.      It promotes a non-stop moisture supply from within the skin

Image of product

“Nivea body essentially enriched”

These are brief Integrated Marketing Communications (IMCs) that we will use in the promotion of “Essentially Enriched”

ADVERTISING

In terms of advertising, ‘Nivea Company’ would like to spend GHC 30 million in promoting and presenting the product to the target audience as well as the public through: Television, bill-board and radio. Television is part of the broadcast media which involves the use of visual and audio to promote products. Counting on a large targeted people about 20 million; we decided to select Ghana Television (GTV). Our objective for the selecting of GTV is to capture the market in the entire Ghana. Since, it has a wide coverage within and outside the boundaries of Ghana.

Also, ‘Nivea Company’ beard in mind that it is not all our target markets that will have access to the TV adverts, so a standard and a high quality billboard will be constructed and will be mounted at the vintage areas with the ten Regions.

PERSONAL-SELLING

The company will invite 1 million retailers from the entire region, that is 4000 equally from Greater-Accra and Ashanti region, and randomly select 6000 retailers from the rest of the eight regions. Personnel from the marketing department will introduce to “Essentially Enriched” invited retailers. All persuasive means will be used in order to let the retailers to add “Essentially Enriched” to their product line. The personnel will also assure them that the Company has taken care of all the necessary advertisement. In addition, initial coupons for the launching of the product. On the behalf of retailers all retailers will be given discount.

SPONSORSHIP MARKETING

The company would like to associate “Essentially Enriched” to some beauty pageants. The product will sponsor “Miss Ghana”, “Miss Malaika”, and “Miss Tertiary”. We are not only interested in sponsoring beauty pageants but also sponsor some Tele-novella on TV 3. Because most of the women enjoy these programs on TV and as they are enjoying these programs our advert will be made known to them. We have developed a good idea that, on the eviction period any one who will be able to predict any of the contestant who will evicted will be given three “Essentially Enriched” for free. But will base on conditions.

SALES PROMOTION

The company has aimed at using both trade-oriented sales and consumer- oriented sales promotions. In terms of trade oriented-sales promotion; commissions and allowances will be given to wholesalers and retailers who will respond to “Essentially Enriched”. Consumers will also be given free sample try and coupons. Buy one-get- free for the first 6 months.

POINT-OF-PURCHASE COMMUNICATION

“Nivea Company” will design displays, posters, signs and stickers bearing the store names of our wholesalers and retailers. These will attract customers’ attention to trial sizes sample and influence their purchase decisions.

PUBLICITY

The Public Relation personnel will provide a press release to magazines and the various newspapers to inform the public that “Essentially Enriched”contains moisturizing Almond Oil, Vitamin E and intensive caring lipids; which promotes a non-stop moisture supply from within the skin.

REFERENCES

Internet: www. nivea.com