Strategic Marketing Communications: Recommendations for the new marketing campaign

Résumé du document

In part one, we will see that the French marketing campaign of the product 'Nivea for Men' needs to be adapted to the Cypriot market so that the market perceives the benefits of this product and use it. In fact, this communication did not consider the macho aspect of the Cypriot society and the low consumption of cosmetic products by men on the island.

Concerning the product, the gel wake-up Q10 is an Ultra Light Gel containing Coenzyme Q10 which reduces signs of fatigue, and peppermint extract that revitalizes the skin instantly.
This product:
- Refreshes the skin for a 'wake-up' effect.

- Reactivates the natural process of cell renewal.

- Penetrates instantly: no fat, not sticky.

In the second part, the report will follow some of the steps established by Rowley (2006, p125, appendix1) to build a new marketing communication campaign, in order to give many recommendations to adapt the communication of the product 'Nivea for Men gel wake-up Q10' for the Cyprus market.

Extraits

[...] & Ronkainen, I.A (2001) “International Marketing”, 6th edition, Orlando: Harcourt College Publishers. De Gruyter, W., (1995), “Discourse and communication: new approaches to the analysis of mass media”, Teun Adrianus van Dijk edition, p.64 Doole, I., Lowe, R., (2006) “Strategic Marketing Decisions”, Butterworth- Heinemann, p.147 Ennew, C., Waite, N., (2007) “Financial services marketing : an international guide to principles and practice”, Butterworth-Heinemann, p.212 Kartakoullis, N.L, Kriemadis, T., Pouloukas, S., (March 2009), “Cyprus: a football crazy nation?” Journal article: Soccer & Society, Volume 10, issue p 226 244. [...]

[...] the cognitive aspect of communication, it will be facing the fact that even if the man uses a cosmetic (which is still considered as a female act), it remains a manly man but he has a better hydrated skin, so it is more attractive to women.(Rowley, 2006) Design and implementation of the new campaign: According to De Gruyter (1995, p64) second major phase of the campaign process is implementation. This phase consists basically of two components: message design and media planning” Design of the message: “Message design is a sub-process of the overall campaign in which messages relating to the overall goals of the campaign are developed, tested through formative research, revised, and prepared for final implementation. [...]

[...] Indeed, according to Rossiter and Danaher (1998), because our target audience is well defined, the communication should only use specialized media as magazine or radio. However, our product need to convince the largest part of men of the island, even if they are not part of the target audience, thus the communication need more channels to penetrate the entire Cyprus' market. So the new communication of the Product “Nivea for Men, gel wake-up will be constituted of : an advertisement on TV, on radio, in the general press and specialized magazine, of a new packaging which will ensure a new promotion on the sale point, and a new partnership Creation of the new advertisings: - The packaging: it will be changed for various reasons: The Change of the light blue base color, in order to not close the market for fans of the Omonia Nicosia football team, which are the most numerous of the island. [...]

[...] For each advertisement in the magazine specialized, there will be a sample of the product for a more effective promotion. - Sponsoring: above all the partnership will avoid any links with the gay community, and emphasize on the sponsorship made for the England football team during the World Cup, to sponsor the national football team of Cyprus, which despite its poor results, is supported by population. Conclusion: References: Books: Copley, P., (2004) “Marketing communications management: concepts and theories, cases and practices”, Butterworth-Heinemann, p.5 Czinkota, M.R. [...]

[...] How the communication will affect the mind of the target audience? Concerning the purchase intent of consumers, i.e. conative aspect of communication, the goal will be to induce male consumers to use this product and what is the only thing that can motivate men to change habits = women. Purchase intent will be facing the fact that the use of this gel will allow Cypriot men to have more success with women. (Rowley, 2006) Concerning the belief in the product, i.e. [...]