ADVERTISING PRODUCTION ASSIGNMENT

GHANA INSTITUTE OF JOURNALISM
DEBORAH AYIM
DIPLOMA IN COMMUNICATION STUDIES

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

REFERENCE

www.nivea.com

www.wowchips.com

www.beiersdorf.com

G.Belch & M. Belch: Advertising and Promotion

BACKGROUND OF NIVEA

Nivea is a global skin and body care brand that was established in Germany in 1911. We have a wide body moisturiser product range that can help the skin become healthier and avoid the signs of aging. The name NIVEA alluded to the creme’s pure white appearance, derived from the Latin word “nix, nivis” meaning ‘snow white’’. Eventhough NIVEA Creme has been continually updated in line with the latest scientific developments, the essence of the recipe has changed  over the years.

INTRODUCTION OF THE PRODUCT

With over 100 years of caring for the skin, Nivea wishes to introduce a new product to the Ghanaian market called the NIVEA VISAGE Refreshing Cleaning Milk with Vitamins and Natural Lotus Extracts which cleanses gently yet effectively.

How the product works:

• Its improved formula effectively removes dirt, make-up and skin impurities, preventing the skin from drying out.
   
• The silky texture hydrates your skin without leaving any greasy residue to keep its natural moisture balance and
   
• It leaves your face cleansed and hydrated for your facial skin to feel smooth and supple.

OBJECTIVES

NIVEA VISAGE Refreshing Cleansing Milk’s main goal would be to provide facial care for 75% of the Ghanaian female population within 5 years. The product has come to stay and would also seek to;

1. Identify most attractive opportunity.
    
2. Uncover unmet customer needs.
    
3. Prioritise customer needs.

In order to break through the market, Nivea would use various forms of Integrated Marketing Communication (IMC) to promote the product, change perceptions and build a positive image for the Nivea range of products.

According to G. Belch and M. Belch, IMC involves coordinating the various promotional elements and other marketing activities that communicate with a firm’s customers.

PERSONAL SELLING is a form of person to person communication. As a sponsor of the Joy Fm Beauty and Bridal Fair, Nivea would have a stand at the fair where sales personel would inform, educate, and persuade prospective buyers to purchase the company’s products.

ADVERTISING involves either mass communication via newspapers, magazines, radio, television and other media (billboards, the internet, etc.) or direct communication that is pinpointed to each business-to-business customer or ultimate consumer. Due to large coverage of GTV and TV3, Nivea would use their platform to advertise the new product. The Daily Graphic and Ghanaian Times has a wide readership capacity and can get to almost every Ghanaian, Nivea would therefore liaise with these newspapers to advertise the product. Radio stations to be used include; Joy FM, Peace FM, Oman FM, Radio GOLD and their affiliate stations across Ghana. Billboards would be placed at strategic points and we would employ use of Google AdSense where the new product’s advertisement would be seen on almost every web page across Ghana. A total amount of amount GHC95000 has been earmarked to champion this cause.

SALES PROMOTION consists of all marketing activities that attempt to stimulate quick buyer action or immediate sales of a product. We would direct sales promotion to wholesalers, retailers and customers. In oder to encourage wholesaler and retailer response, various types of allowances would be given. Free samples, coupons and premuim would also be issued out to successfully introduce NIVEA VISAGE Refreshing Cleansing Milk.

SPONSORSHIP MARKETING; the interest of the company and its brands would be promoted by sponsoring the event; FACE OF BLACK SECRET. Sponsorship package for all contestants would include the new product and other Nivea products. All contestants would have a 5mins advertisement of the benefits of the new product which shall be part of the diaries of the event’s  TV production.

PUBLICITY, like, advertising describes non-personal communication to a mass audience; but unlike advertising, the sponsoring does not pay for time and space. Publicity usually assumes the form of news items or editorial comments about the company’s products or services. These items or comments receive free space or broadcast time because media representatives consider the information pertinent and as almost all newspapers would want to associate themselves with brands like Nivea, the Communications department with be ready to give out any information the press needs about the new product on the Ghanaian market.

POINT-OF-PURCHASE COMMUNICATIONS includes displays, posters, signs, and a variety of other materials that are designed to influence buying decisions at the point of purchase. In-store displays played a critically important role in attracting consumer’s attention to trial size samples of the new product. Shotrite at the Accra mall would have displays of samples of the NIVEA VISAGE Refreshing Cleansing Milk.

In totality, the Communication Department of Nivea has put together these various marketing communication tools and each has its own unique role to play in promoting the new product; NIVEA VISAGE Refreshing Cleansing Milk.