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Case Study: Looking Back to Move a Brand Forward
By: Bob Scherer
Posted: August 31, 2011, from the September 2011 issue of GCI Magazine.
Nivea Extends Success to Execution of Gift Sets
- Gift sets truly allow significant branding space at the point of purchase.
- Gift sets are more attractive if they cross over categories rather than contain several of the same product types.
- Gift sets allow brands to tap into successful flagship products while prompting trial of newer categories.
- The holiday season gets longer and longer each year, and, therefore, retailers want gift sets with shelf appeal beyond the winter holiday season.
When you think of timeless, global brands, 100-year-old Nivea certainly fits the bill—and while annual holiday gift collections are a staple in the world of personal care and beauty, celebrating a century calls for some reflection on the past to take advantage of a rare brand-building opportunity moving into the future.
“Individual products on the shelves simply don’t allow brands to scream our ‘100 Years Skin Care for Life’ message,” explains Diana Arena, trade marketing manager on Nivea skin care for Beiersdorf USA. “Gift sets truly are a great way to utilize all of that branding space and celebrate our heritage with consumers at the point of purchase. That’s why the packaging of gift sets was even more important this year from a branding perspective.”
Though the 2011 collections that will hit retail shelves as early as October were locally developed, Beiersdorf USA tapped into the expertise of its global counterparts to see what they had done. Arena says collecting information from the past is just one step in the process in the conception and development of a new gift set that involves a cross-functional team within the company. With the benefit of history in hand and concepting underway, the team then locks in product mix and design—and moves the sets to execution.
Sarah Pomposello, trade marketing manager on Nivea personal care, explains that choosing products that go into each gift set as well as the set names involves marketing and sales asking what the best selling items are—and then grouping the products to appeal to the consumer. “We’ve learned that sets will be more attractive if you cross over categories rather than have several of the same exact items. For example, a gift that includes a hand or body lotion, body wash and lip care product all in one.”