Case Study Nivea for Men

8/13/2019 Case Study Nivea for Men

1/15

SITI SYAHIRAH BINTI RAZALI A139389

NUR FAIZAH BINTI SUNANI A140130


2/15

Nivea is a global skin and body-care brand that is ownedby the German company Beiersdorf.

The company was founded on March 28, 1882 bypharmacist, Carl Paul Beiersdorf.

First introduced in 1911. A global brand with 14 productranges : suncare, facial moisturisers, deodorant. 1993 : Developed a fuller range of male skincare products. 1998 : NIVEA FOR MEN was launched in the UK. Male

skincare market now worth over 117 million 2008 : Re-launch of NIVEA FOR MEN range to increase

market share


3/15

SHAMPOO

DEODORANT

SKIN CARE


4/15


5/15

Data that NIVEA used to prepare its marketing

plan :1. Assessing the market (SWOT analysis)

NIVEA FOR MEN re-launch to target :

Male customersWomen who buy for men

SWOT analysis helps to evaluate brand

position and the state of the market.


6/15

STRENGTHS1. Leading male skincare brand

WEAKNESSES

1. Relevance of product range for targetaudience

2. Did NIVEA have the right sales &distribution outlet

3. Was its market research up-to-date?

OPPORTUNITIES

1. Growth of male skincare market

2. Changes in social trends

Men becoming more open to buyskincare products.

THREATS

1. Consumers are moreknowledgeable & price conscious.

They expect sales promotion /offers.

2. Risks of competitors. NIVEA needsto differentiate its products


7/15

2. Setting objectives (SMART objectives)

Market research important in determining consumer needs.

SPECIFIC : target a specific area for improvement.

Set specific targets for increasing sales, growing market share

and improving its brand image.

MEASURABLE : include a measure to enable you to monitor

progress and to know when the objective has been achieved

The NIVEA marketing team used research data to forecast trends

for over the next three-to-five years.


8/15

ACHIEVEABLE : stresses the importance of goals that are

realistic and attainable

Achievable answers the questions Can the person do it ?, "Can

the measurable objective be achieved?, Can it be done by the

given time?

REALISTIC : state what results can realistically be achieved.

TIME Constrained : specify when the result(s) can be achieved


9/15


10/15

Especially in the United States, football is popular andviewed by a large male fan base.Utilizing ad space during a football game would be

attract many viewers at once.By promoting the product with football players, it is agood target market and it tends to give off theappearance that, If these football players use theproduct I will be more like them.

NIVEA targeted the correct market for their product byairing commercials during football


11/15


12/15

SWOT ANALYSISSTRENGTHS

- The company had a sound financialbase so it had the resources to puttogether a strong marketing campaigns.

- It also had staff with relevant skills-researchers with the scientific skills todevelop products that men want andmarketing staff with the skills to helppromote these products effectively.

WEAKNESSES

- Was the product range still relevantfor the target audience?

- Did it have the right sales anddistribution outlets?

- Was it market research up-to-date?

OPPORTUNITY

- Seen an increase in the sales of maleskincare products and it wanted agreater share of this market.

- The company wanted to takeadvantage of changing social attitudes.Men were becoming more open, orcertainly less resistant, to facial skincareproducts.

THREATS

- Consumers were becoming moreknowledgeable and price conscious.They often expect sales promotionssuch as discounts and offers.

- The risk of competitors entering themarket. NIVEA needed to differentiate itsproducts in order to ensure that, in anincreasingly competitive market, itsmarketing activity gave positive returnon investment in terms of sales andprofits.


13/15


14/15

The marketing strategies of NIVEA FOR MEN has been

designated to deliver the its objectives. This focus of productdevelopment combined with an emphasis on consumer needs isa key differentiator for NIVEA FOR MEN. Another strategy ispromotions. Experiential marketing is about engagingconsumers through two-way communications that bring brandpersonalities to life and add value to the target audience. Thisbuilds an emotional connection between the brand and theconsumers.

It is important to get the promotional balance right.NIVEA FOR MEN promoted the new launches of its productsthrough a mixture of above-the-line and below-the-linepromotion.

The marketing plan is a cycle that begins and ends withan evaluation. The final stage is to measure the outcomes of themarketing activities against the original objectives and targets.


15/15

Case Study Nivea for Men

Documents

Transcript of Case Study Nivea for Men