Marketing and Nivea

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NIVEA Case Study Questions

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

They prepared the aims and objectives as part of their marketing plan. A company should always look at what they want to achieve with the specific product and that is what NIVEA FOR MEN did. Their objective was to “increase its share of the UK male skincare market”.

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

Nivea, like any other business, had to promote their new launches of its products using both, above-the-line and below-the-line promotion. Sponsoring in sports was a key moment and point in its promotion. This type of promotion helped to create a stronger brand affinity for NIVEA FOR MEN among men.

3. Using the case study, put together a SWOT analysis of NIVEA’s position just before the re-launch of NIVEA FOR MEN.

Strengths : It got a big recognition fast, because NIVEA FOR MEN was at the top of the list on market in UK. It had already a staff with good skills.

Weaknesses : NIVEA FOR MEN was worried about certain things. Those were whether product range is still relevant for the target audience, whether the market research was up-to-date and whether it had the right sales and distribution outlets.

Opportunity : Because of great increase of sales and success of male skincare products = want for a greater share of its market. Another opportunity for NIVEA FOR MEN was the attitude change. Men were “changing” and that was a great opportunity for NIVEA FOR MEN.

Threats : Consumers were starting to realise some things such and were becoming knowledgeable and price conscious. Another threat was because of competitors that were entering the market. NIVEA FOR MEN tried to avoid problems by differentiate its products

4. Discuss how effective you think the marketing plan for NIVEA FOR MEN has been.

NIVEA FOR MEN was very...
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