NIVEA has carved a niche for itself over the years as a reliable skin and personal care brand and has never shied away from highlighting its positioning at retail. Point of Purchase has earlier presented to you reports on the brand’s various visibility so
Asfar as the shopper at retail is concerned, we follow a two point strategy. There has been good awareness of the brand over the time, Nivea being a 100 years old brand, but we reinforce it through ATL, and also try to replicate the same through various touch points for the consumer and the shoppers at the retail end. We work in two categories, personal care and skin care and these categories also have their sub categories. In skin care, we operate in body lotions, moisturizing creams, cold creams, lip care, face cleansing and Nivea for men – which again include moisturiser and face washes. In personal care category we have deodorants, talcum powders, shower gels, soaps, and for men we have shaving and post shaving products. For each sub category, we operate in a different manner with the common touch point being the umbrella brand Nivea.
Customizing POS Material - Creating a category at retail
The key is deciding on the right POS Material for a category for both traditional and modern trade. For example, when you look at skin care, it is more a loyalty based category where consumers don’t really change their most often used brand because there is a lot at stake. The shopper is the consumer in most cases and when a shopper tries out a product and it suits his/her skin, he/she tends to remain loyal to that brand/product. But sub category like lip care is impulse-led. Now the challenge in this category is that the product is very small, ideally you can’t place it on the shelf, and it also does not stand on its own as it is blister packed on a card. So the only option is to hang it via hooks. But you need the right space where it is visible and once the shopper looks at the display, the propensity for pick up is very high. We leveraged our shopper understanding in lip care by creating category space/wall units in traditional/modern outlets where both NIVEA and competition products could be stocked. We piloted these units, studied the results and then scaled up the project on a national level. The results were awesome, a +40% surge in off takes over run rate. In Modern trade we leveraged the impulse purchase by placing hangers near the checkout counters.
Highlighting the product line imagery
In other sub categories such as deodorants and body washes, the branding is in tandem with the product line. We focus on space in both primary category and cash on opportunities for secondary visibility. For example, we have just launched a range called ‘Happy Time’ with orange extracts with key proposition of “For Happy, Orange Kissed Skin”. Now this product range includes a body lotion, a shower gel and a deodorant. So what we did was to take up secondary shelf displays highlighting the complete regimen of shower gel, deodorant and body lotion with visuals focussing on oranges to get instant connect.
Reinforcing the ATL Communication
On the basis of consumer need for underarm whitening we were the first to introduce the NIVEA Whitening Deodorant and have roped in celebrity Anushka Sharma for endorsing it. This was the first time NIVEA had roped in a celebrity for a product line and we wanted to leverage the same at POS. So we created an FSU for Modern Trade and self service stores which explicitly showcase her highlighting her whiter underarms so as to establish shopper connect with the brand at POS. The idea in this case was to convey the end benefit and make the shopper confident enough to go sleeveless. We have also kicked off mall activations such as ‘Go Sleeveless’ in key metros, to reinforce the message.
Creating product awareness
One key challenge particularly in General Trade is the lack of shopper awareness regarding the NIVEA product categories or various propositions. So we created NIVEA branded walls where we showcase not only one category but multiple categories. So it aides in a lot of cross category purchases. With this we found a growth of 35-40% over run rate in sales in these stores. And this is something which is working well for us and we plan to scale it up. The idea is to create a secondary space to top up the presence of the primary category. In traditional trade the shopper is more or less loyal to a store and is more or less aware of the location of the category in the store. So this makes the presence in primary category must for purchase consideration. NIVEA branded walls aid in highlighting the overall portfolio and drive cross category purchase within the brand.
In top end of the traditional stores where in place of primary category, branded units are the norm we have also created branded boutiques, with back lit branding highlighting Anushka as the brand ambassador because she is the connect between the brand and what the shopper sees in media. This is also yielding very good results for us.
We take up a 3600 approach while launching new products with launch package including a judicious mix of ATL and BTL. At POS we place the new products in both primary category and take up additional secondary space; the idea is to highlight separately the new launches and the key brand proposition which is simultaneously communicated to the consumer via ATL. This is supported at ground level by in-store activations also. For example, when we launched NIVEA SUN – World No.1 Sun care brand, we tried to convey the message of needing sun protection by creating props like beach chair in our activation zones. Since the consumers look out for consultations we also had in store promoters who guided the shopper and recommended the appropriate product in tandem with their lifestyle and outdoor habits. Another example is the entire NIVEA FOR MEN range, which apparently is also World’s No.1 Men’s grooming brand, where we conveyed our expertise by showing our four propositions: the face cleansing, face moisturiser, pre-shaving with shaving foam/gel and the post shave with after shave balm/lotion.
The idea is to grow and take the category to the next levels. We see a lot of action happening in the future. Our endeavour is to make the right connect with the shopper and the consumer the shopper has to feel at ease when deciding to pick up a Nivea product from the retail space and that’s our endeavour. High investments in trade will happen and we are following a holistic approach. In India the personal care and skin care category is growing because of higher consumption on account of rising disposable incomes and better awareness. People want to look and feel good. And there is a huge potential for growth in double digits. In some categories we are a player with a sizeable market share, but in some other categories we still have a long way to go. India is a market which no one can discount at this juncture and the idea is to be part of this rally and be in a mutually win -win situation with the shoppers by providing the right products, at the right price and make them available where the shopper expects them to be
Lalit Parnar Sales Development Head
Swapnil Deshpande Shopper & Customer Marketing