1) Purpose of the Brief: To guide the agency on Nivea’s Marketing Vision and a background of essential information

2) Problem/Opportunity Statement: After dealing with criticism for being a non-diverse/multi-cultural brand, Nivea wants revitalize itself as an international quality brand of beauty products for a diverse consumer. Attracting Consumers from all cultures and income levels in the Canadian market.

3) Situation Analysis:
Strengths
- Recognized global brand in over 50 countries
- Quality products catering to a large target market. Weakness
- Damaged brand recognition from failed campaigns as “White is Purity” campaign.
- Undiversified product range, unlike its competition it has limited number of products.
Opportunities
Consumers showed a need for a ‘beautifying, caring deodorant’, which is a product that Nivea offers and is a leading brand in the women deodorant category. ("Nivea Consumer Insights And Demographics | Infoscout.Co")
2. Endorsements by famous singer Rihanna “I’ve known about Nivea since childhood, and having come full circle. I’m excited to share NIVEA with my fans around the world” (See Appendix 1)
3. “Amazing at how soft my skin felt” – Jan from Cardiff. ("Cleansed Skin With Creme Care - NIVEA")

7) Marketing Objective(s):
• The first Objective is to increase NIVEA’s market share in the skin-care market by 15% and improve the stakeholder relationship internationally.
• The second Objective is to improve the brand recognition and image of Nivea as a diverse and multicultural brand in order to increase consumer trust.
8) Integrated Marketing Communication Objective(s):
• To communicate Nivea’s diversity and multicultural ethos in its vision and products
• To lead into the reliability and simplicity of Nivea Products
• To create images and stories that create the desire of using a Nivea product

9) Positioning Strategy and Positioning
14) Mandatories
• Nivea Logo and Brand Guideline (Appendix 2), must be adhered in all communications.
• It is essential for our Tag Line to be present in all communications “Beauty is the simple things”

15) Budget:
We will be using a Fee Structure for the Full Service Agency that we will hire, the total budget for this project is $5,000,000 for the quarter. The terms of payment will be 50% in advance and 50% when the entire project is complete.

16) Geographic Region
- Nationwide launch with concentration in Metropolitan cities such as Toronto, Vancouver, Edmonton, Montreal, The campaign primarily use English with French versions for the French speaking areas in order to cater for Bilingual Speakers.

17) Agency Partnerships:
• Production and broadcast partnerships with Network Channels for the TV communications
• Celebrity Partnership with our existing ambassadors such as Rihanna. (Appendix 1)

18) Timing Key Dates:
• A preliminary creative action plan will be required in two weeks.
• A final plan will be approved by end of April
• Campaign should begin on the first of May and run through