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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

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This aligns well with the brand strategy that builds on the solid heritage of the hand and body products under the Nivea umbrella, according to Arena. “Gift sets are a great way for us to tap into the success of our flagship product while prompting trial of our newer categories that we’re just beginning to develop.”

Offering a supply chain perspective, Janet Lyngdal, marketing procurement manager, Beiersdorf Inc, says, “Particularly on the women’s sets, we could see how disjointed everything was last year and how much trouble it caused the supply chain having different-sized sets, so our objective was to make common-sized sets to cut down on the logistical cost, the pack-out cost, and ultimately the purchasing cost in final production.”

Retail-driven Sales Samples and Packaging

Lyngdal had worked with CL&D Digital on the 2010 gift collection sales samples to secure retail shelf space before full-run production (Beiersdorf typically uses digital printing for packaging samples of 100 or less pieces). She shares that another lesson learned and carried over to 2011 was that the weight of the 2010 collection boxes wouldn’t allow the sets to be filled with full product, since digital presses can print up to 18-point boards and the Nivea kits requires 24-point in order to hold the weight of full-size products.

“Retailers wanted to feel the full weight and worth—the real value of the kit,” she elaborates. The company worked again with CL&D in 2011 for its small run, direct-to-plate offset printing capability—where many print providers are limited to large production-run size quantities.

Savvy digital printers understand that digital printing is not a one-size-fits-all solution. They know that clients that can’t go digital due to package size, volume constraints or other requirements will still enjoy a streamlined process—the ability to handle smaller runs with quick-turns—when the project must go on another press. Since brands must be more and more responsive to retailer demands, including higher expectations in the appearance of “shelf like” sample packaging, digital printers must also be flexible in adapting to those needs.