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    Case Study - Developing "NIVEA FOR MEN" Marketing Plan

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    Naureen Ayub
    NIVEA used two pieces of data when preparing its marketing plan for NIVEA FOR MEN: 1) understanding customer wants and competitor products, and 2) recognizing women's influence over purchases. NIVEA sponsored football events to build brand affinity and maintain dialogue with men to drive sales. In a SOWT analysis prior to relaunch, NIVEA's strengths included market leadership and resources, weaknesses included product relevance, and opportunities included an increasing male skincare market. Threats included price-conscious consumers and competition. The marketing plan effectively increased market share and sales, strengthened brand image, and led to product innovation responding to consumer feedback.

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    Case Study - Developing "NIVEA FOR MEN" Marketing Plan

    Uploaded by

    Naureen Ayub
    197 views3 pages
    NIVEA used two pieces of data when preparing its marketing plan for NIVEA FOR MEN: 1) understanding customer wants and competitor products, and 2) recognizing women's influence over purchases. NIVEA sponsored football events to build brand affinity and maintain dialogue with men to drive sales. In a SOWT analysis prior to relaunch, NIVEA's strengths included market leadership and resources, weaknesses included product relevance, and opportunities included an increasing male skincare market. Threats included price-conscious consumers and competition. The marketing plan effectively increased market share and sales, strengthened brand image, and led to product innovation responding to consumer feedback.

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    NIVEA Market Plan-converted

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    NIVEA used two pieces of data when preparing its marketing plan for NIVEA FOR MEN: 1) understanding customer wants and competitor products, and 2) recognizing women's influence over purchases. NIVEA sponsored football events to build brand affinity and maintain dialogue with men to drive sales. In a SOWT analysis prior to relaunch, NIVEA's strengths included market leadership and resources, weaknesses included product relevance, and opportunities included an increasing male skincare market. Threats included price-conscious consumers and competition. The marketing plan effectively increased market share and sales, strengthened brand image, and led to product innovation responding to consumer feedback.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    197 views3 pages

    Case Study - Developing "NIVEA FOR MEN" Marketing Plan

    Uploaded by

    Naureen Ayub
    NIVEA used two pieces of data when preparing its marketing plan for NIVEA FOR MEN: 1) understanding customer wants and competitor products, and 2) recognizing women's influence over purchases. NIVEA sponsored football events to build brand affinity and maintain dialogue with men to drive sales. In a SOWT analysis prior to relaunch, NIVEA's strengths included market leadership and resources, weaknesses included product relevance, and opportunities included an increasing male skincare market. Threats included price-conscious consumers and competition. The marketing plan effectively increased market share and sales, strengthened brand image, and led to product innovation responding to consumer feedback.

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    Case Study – Developing “NIVEA FOR MEN” Marketing Plan

    1. Describe the two pieces of data that NIVEA used when preparing its marketing plan to relaunch
    NIVEA FOR MEN.

    Market research includes an assessment of the brand’s position and the state of the market. First thing,
    “NIVEA for MEN” needs to know what its male customers want and what competitor products exists.
    Second thing, as targeting the male consumer, women are also an important target market for “NIVEA
    FOR MEN” this is because women often buy male grooming products for their partners as well as
    helping them choose which products to buy.

    2. Explain why NIVEA used football sponsorship to help increase its sales of “NIVEA FOR MEN”
    products

    “NIVEA FOR MEN” supported football events at a grass root level through its partnership with power
    league to build positive relationships with men. This helped create stronger brand affinity for “NIVEA
    FOR MEN” among men. It also allowed the brand to build and maintain a consistent dialogue with men,
    which helps to drive sales.

    3. Using the case study, put together a SOWT analysis of NIVEA’s Position just before the relaunch
    of “NIVEA FOR MEN”

    STREGNTHS

    • NIVEA FOR MEN was the UK market leading male facial skincare brand* which gave it strong
    brand recognition.
    • The company had a sound financial base, so it had the resources to put together a strong
    marketing campaign.
    • It also had staff with relevant skills – researchers with the scientific skills to develop products
    that men want and marketing staff with the skills to help promote these product effectively.

    WEAKNESSES

    • There is a one major question that the product range is relevant to targeted audience.
    • Secondly, there is a question mark on right sales and right distribution outlets.

    OPPERTUNITIES

    • NIVEA FOR MEN had seen an increase in the sales of male skincare product and it wanted a
    greater share of this market.
    • The company wanted to take advantage becoming more open, or certainly less resistant to
    facial skin products.

    THREATS

    • Consumer were becoming more knowledgeable and price conscious. They often expect sales
    promotions such as discounts and offers.
    • The risk of competitors entering the market. NIVEA FOR MEN needed to differentiate its
    products in order to assure that in an increasingly competitive market. Its marketing activity
    gave positive return on investment in term of sales and profits.
    4. Discuss how effective you think the marketing plan for NIVEA FOR MEN has been

    The marketing plan is a cycle that begins and ends with evaluation. The final stage in the marketing plan
    is to measure the outcomes of the marketing activities against the original objectives and targets.
    Continuous evaluation helps the marketing team to focus on modifying or introducing new activities to
    achieve objectives.

    NIVEA FOR MEN adopted a range of key performance indicators to assess the success of the NIVEA FOR
    MEN re-launch in the UK.

    • Market share - NIVEA FOR MEN is market leader in many countries and is consistently gaining
    additional market share.
    • Overall sales - Internationally, NIVEA FOR MEN skincare products grew by almost 20%. Its sales
    in the UK market at retail in 2008 were nearly £30 million and in line with expectations.
    • Brand image ratings - NIVEA FOR MEN was the Best Skincare Range winner in the FHM
    Grooming Award 2008 for the fifth year running. This award was voted for by consumers. It
    illustrates that NIVEA FOR MEN has an extremely positive brand image with consumers
    compared to other brands.
    • Product innovation - In response to consumer feedback and following extensive product
    innovation and development, the NIVEA FOR MEN range has been expanded and the existing
    formulations improved

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