When the target is volatile, one has to reinvent. This stands true especially when a brand has to create a market presence in a highly cluttered market.
As shared by Sunil Gadgil, Director - Marketing, Nivea India, the initial challenge for Nivea Deo was to enter a cluttered deodorants market that already had more than 400 brands in the segment. The focussed strategy envisaged studying and analysing the competitor market and their branding strategies. Capitalising on the sentiment, Nivea showcased its deodorant range for men. The TV commercial showed men who displayed their tiredness and boredom with a “yawn”, but after using Nivea Deo, they get rejuvenated. The message, therefore, was crystal clear. Nivea wanted to break the perception that deodorants are used and exhibited by the fair gender only.
The next stage was brand differentiation and maintaining the freshness platform. Nivea had already achieved the first step by using only men in the commercial, while other players continued with using women. Their next action strategy was tying up with the Indian Premier League (IPL). The reasons were two- fold. One, the property was a hot topic amongst men, and Nivea had an immense opportunity to reach out to them. Two, deodorants are mostly used to curtail body odour, which usually happens when one plays games or sweats a lot. Therefore, positioning was ideal. “But we ran a risk of getting narrowed,” said Gadgil.
So how would one sustain the brand? For this, Nivea tied up with DTH service provider Tata Sky. The deal was that the Nivea’s ad will be aired for 15 minutes per day in the prime time slot for 60 days and reach out to all Tata Sky subscribers. The deal covered 100 entertainment feeds from the DTH player.
Nivea also executed a robust digital campaign, wherein using an app called ‘Ah Deo’, one could download music tones and songs. The app ensured the bottom line margin limit was under control by curtailing investments and, therefore, giving a better RoI in terms of brand engagement and entertainment.
Gadgil added that for a successful digital strategy, one should invest in content because in the end no matter how good the execution is, “content remains the king”.
Sunil Gadgil was sharing his views on the topic ‘Making Nivea relevant to India’ at the Mumbai leg of the Pitch CMO Summit, held on March 6, 2013. The session was chaired by Bobby Pawar, Chief Creative Officer and India Managing Partner, JWT.
The Summit was presented by Colors, in association with MEC.