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Nivea Men Active Clean Shower Gel

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[pic 2]

ACTIVE CLEAN SHOWER GEL

BODY, FACE & HAIR

SHOWER CARE

Assignment 1: Market Analysis

The Marketplace Overview Report

Submitted by:                                                          Submitted to:

Harpreet Singh Sandhu                                            Lisa Gaudino-Korosak

Arshdeep Singh

Gursimran Singh

Diallo Eccleston

Brand Analysis

Brand 4ps, image and reputation

  1. Product:
  • Nivea Men Active Clean Shower Gel is used by men. It is liquid cleanser that use mild surfactants to cleanse skin.  This is multi-purpose product that used for clear and soft skin as well as for hair wash. It liquid gel into Transforms into white caring foam to cleanse your skin without drying it out.

(Nivea Men, 2018)

  • Product Image      [pic 3]

(Amazon,2018)                       

Ingredients: 

Water, sodium Laureth Sulfate, Cocamidopropyl Betaine, Acrylates Copolymer, PEG-7 Glyceryl Cocoate, Glycerin, Sodium Chloride, PEG-3 Distearate. PEG-200 Hydrogenated Glyceryl Palmate, PEG-40 Hydrogenated Caster oil, Trisodium EDTA, Citric Acid, Phenoxyethanol, Methlparaben, Ethylparaben, Sodium Benzoate, Linalool, Limonene, Coumarin, Butylphenyl Methylpropane.

 (Amazon,2018)                       

Ingredients label:

[pic 4]

Why the Nivea active clean shower gel is used for:

Features:

  • For face, body and hair (3 in 1)
  • with Active Charcoal (Carbon Black) works as a dirt magnet
  • Draws out Dirt, Oil, and Sweat
  • Deeply cleanses skin without drying
  • Dermatologically tested

Benefits:        

  • When people use Nivea active clean shower gel, they get Gentle and Clear Skin.
  • This product replaces shampoo, soap and facewash completely and saves lot of space, money and time.
  • This product Fresh scent lasts at least 8 hours and that makes user confident.

(Nivea Men,2017)

 USP: DEEP SKIN CLEANSE WITH ACTIVE CHARCOAL

What consumer think about Nivea:

[pic 5]

Steve

5.0 out of 5 stars:  It’s body wash

October 10, 2017 - Published on Amazon.ca          

[pic 6]

Nigel

3.0 out of 5 stars:  Smells great but seems to always have soapy feeling on your skin.

August 3, 2017 - Published on Amazon.ca

[pic 7]

Ryan Williamsonon

5.0 out of 5 stars: I love the light smell

January 31, 2017- Published on Amazon.ca

(Amazon,2018)

2. Price:

  • Store cost: $3.97 CAD 500ml (Walmart)

  • Online Price: $5.02 CAD per unit of 250 ml (Amazon.ca)

(Amazon,2018)                       

3. Place

              Store

          Price

  • Shoppers Drug Mart

$5.20 CAD

  • Costco Wholesale

$5.02 CAD

  • Walmart

$3.97 CAD

  • Superstore

$5.25 CAD

  • Factory Direct

$5.02 CAD

 4. Promotion

[pic 8] 

Headline: RE-CIVILIZE YOURSELF

  • Placed right on top of the male model (next to the mask he’s holding) and it’s in all caps
  • Meaning: points the viewer’s that if you are not groomed, you are not civilized.

Slogan: LOOK LIKE YOU GIVE A DAMN

  • On upper right-hand side of left portion of the ad
  • Meaning: tells viewer that if they are not groomed, you don’t “give a damn”/care about their appearance.

Target Audience: Nivea target men, age between 19-28

[pic 9]

Main message: To those who has sensitive skin and want moisture for face because Nivea has Active Comfort System that give healthy moisturised skin.

Slogan: Preparation for Everything

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