NIVEA CASE STUDY
Questions on the 'NIVEA for Men' case study
1. Describe the 'Nivea for Men' product range.
Nowadays, Nivea is a famous brand of skin & beauty care in the world. The range of men’s products was launched in 1980 with an aftershave balm. This first product without alcohol (which irritate the skin) becomes quickly successful. After that, to develop new products, the company interested itself to the consumers’ needs, which was the protection of the face after shaving. It’s from there that Nivea for Men expended a full range of male skincare products.
2. What strategy did 'Nivea for Men' adopt in 2008?
In 2008, in the UK, the market of skincare products was over £117 million however the sales of Nivea For Men were about £49 million. That’s why the brand wanted to increase its share of the UK male skincare market. The company developed a marketing plan for the relaunch in an attempt to respond to changes of consumer expectations.
3. A marketing plan should include five stages: Analysis – Objectives – Strategies – Tactics – Control. Analyse how well the company took these into account in its marketing plan. Analysis
First, Nivea For Men (NFM) has analysed the internal aspects of the brand and the business environment. Nivea For Men is a very well known brand, which has strong resources for its campaign and strong staff to promote products but the brand has to remain alert to changing of customer consumption, and always be able to question itself.
The market of male skincare products is growing steadily because men are more open to this type of product, however the number of competitors will increase, that’s why NFM must find a competitive advantage.
Objectives
The marketing team set smart objectives for NFM. The future trends help the brand to determinate good targets for increasing sales, growing market share and improving its brand image.
It also wanted the increase of the purchase of the men for skincare product. The other
1. Describe the 'Nivea for Men' product range.
Nowadays, Nivea is a famous brand of skin & beauty care in the world. The range of men’s products was launched in 1980 with an aftershave balm. This first product without alcohol (which irritate the skin) becomes quickly successful. After that, to develop new products, the company interested itself to the consumers’ needs, which was the protection of the face after shaving. It’s from there that Nivea for Men expended a full range of male skincare products.
2. What strategy did 'Nivea for Men' adopt in 2008?
In 2008, in the UK, the market of skincare products was over £117 million however the sales of Nivea For Men were about £49 million. That’s why the brand wanted to increase its share of the UK male skincare market. The company developed a marketing plan for the relaunch in an attempt to respond to changes of consumer expectations.
3. A marketing plan should include five stages: Analysis – Objectives – Strategies – Tactics – Control. Analyse how well the company took these into account in its marketing plan. Analysis
First, Nivea For Men (NFM) has analysed the internal aspects of the brand and the business environment. Nivea For Men is a very well known brand, which has strong resources for its campaign and strong staff to promote products but the brand has to remain alert to changing of customer consumption, and always be able to question itself.
The market of male skincare products is growing steadily because men are more open to this type of product, however the number of competitors will increase, that’s why NFM must find a competitive advantage.
Objectives
The marketing team set smart objectives for NFM. The future trends help the brand to determinate good targets for increasing sales, growing market share and improving its brand image.
It also wanted the increase of the purchase of the men for skincare product. The other