Case Study - Nivea for Men

Only available on StudyMode
  • Download(s) : 2919
  • Published : March 28, 2011
Open Document
Text Preview
MARKETING MANAGEMENT

CASE STUDY – NIVEA FOR MEN

[pic]

Lecturer:Mr. George Wilds

Due Date:February 27, 2011

TABLE OF CONTENTS

INTRODUCTION………………………………………………………….………3

BRIEF HISTORY………………………………………………………..…………4

QUESTIONS AND ANSWERS……………………………………....................5-8

← QUESTION 1……………………………………………………………….5 ← QUESTION 2……………………………………………………………….6 ← QUESTION 3……………………………………………………………….7 ← QUESTION 4………………………………………………………………8

CONCLUSION………………………………………………………...……….9 INTRODUCTION

The NIVEA brand is one of the most recognized skin and beauty care brands in the world. The brand is owned by German company Beiersdorf. In 1911, NIVEA crème was introduced and the NIVEA brand now extends to 14 product ranges worldwide from sun care to facial moisturizers, deodorant and shower products.

In 1924, the brand NIVEA, was completely re-launched both in packaging and in advertising. Blue and white became the colours now representing the brand.

With more than 125 years experience in skin care and one of the world’s most modern research centres, Beiersdorf stands for innovative and high quality cosmetic products.

BRIEF HISTORY

Nivea is a large global skin & body-care brand and is owned by German company Beiersdorf. The brand started in 1911, when company developed a water-in-oil emulsifier as a skin cream with eucerit.

NIVEA presents 14 product categories in 150 countries. In 1998, NIVEA FOR MEN Brand was launched in the UK, at time total annual sales of male skin care product in UK were only £68 million.

Since the launch of NIVEA FOR MEN, the market in 2008, was worth over £117 million. In 2008, NIVEA re-launched the NIVEA FOR MEN range and developed a marketing plan to achieve its aims & objectives by:-

➢ Past Performance Data and
➢ Forecasting data to create a new marketing strategy Overall, the Nivea brand currently holds 203 number one positions across its 54 country market.
QUESTION 1

Describe two pieces of data that NIVEA used when preparing its marketing plan to re- Launch NIVEA FOR MEN.

The marketing plan for the re-launch
used are:-
1. Past performance and
2. Forecast data to create a new marketing strategy.

NIVEA’S marketing plan was devised to conduct an evaluation of the business, its brands and products which include an assessment of the brand’s position and the state of the market. NIVEA FOR MEN needed to know what its male customers want and what competitor products exist. Setting clear and relevant objectives is what would make their marketing plan successful. Beiersdorf states its goal as ‘to increase our market share through qualitative growth. At the same time, we want to further improve our sound earnings performance so that we can fulfill our consumers’ wishes and needs with innovations today and in the future as this will give us a strong position within the global competitive environment’.

QUESTION 2

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

One of NIVEA’S marketing strategies for the re-launch was promotion, an approach used in the past. In the 1980s, NIVEA advertised in men’s style and fashion magazine along with product sampling.

In the 1990s, radio, television and press advertising together with sampling are used. Since 2000, a greater emphasis on consumer needs and the increasing use of experiential activities encouraged changes in the promotional mix. It was important to get the promotional balance right.

Therefore, the NIVEA FOR MEN team placed a lot of emphasis on its promotional activity using a mixture of above-the-line and below-the-line promotion to create stronger brand affinity for NIVEA FOR MEN among men.

Above the line (ATL) is an advertising technique using mass media such as television, radio, newspapers, magazines and the internet to promote brands. This type of communication is conventional in nature and is...
tracking img