Nivea for Men Marketing Assignment
Assessment 3 Individual Report
The Current Situation of the Sensitive Moisturiser Cream for Men
18th February 2012
Report to David Gordon, DeMontfort University
MARK1500 - Principles of Marketing
Author: Stuart Goddard
Student reference number: P11264753
Word count: 2606
Executive Summary
This report will evaluate the current situation of Nivea for Men’s Sensitive Moisturiser Cream for Men. It will look at the total product concept to see if the moisturiser gives the consumers everything they requires from a moisturiser. This will be followed by segmentation analysis in which the areas of age, usage and socio-economic will be covered. Finally there will be an analysis of how the product is targeted and positioned where the focus will be on brand image, the type of sponsorship used and the impact of the moisturiser winning the coveted FHM Best Skincare Range eight years consecutively. It concludes with a full situation analysis of the Nivea for Men brand which includes a PRESTCOM and SWOT analysis.
(121 words)
Contents 1. Introduction 1 2. Total Product Concept 2 2.1 Core Benefit/Product 2 2.2 Basic Product 2 2.2.1 Alleviation of skin dryness and tightness 2 2.2.2 Packaging Design 2 2.3 Augmented Product 3 2.3.1 Longer Lasting Moisture and Comfort 3 2.3.2 Peripheral Products 3 2.4 Perceived Product 4 2.4.1 Brand Identity 4 2.4.2 Sponsorship 5 3. Segmentation Analysis of the Market 6 3.1 Age 6 3.2 Usage Rate 7 3.3 Socio-economic 8 4. Targeting and positioning analysis 10 4.1 Re-launch 10 4.2 Sponsorship 10 4.3 Brand Image Enhancement 11 4.4 Digital 12 4.5 Magazine Awards 12 4.6 Traditional Yet Innovative 13 5. Conclusion 14 Appendix 1: Situation Analysis 15 1. Where are we now? 15 2. Where do we want to be? 15 3. How will we get there? 16 4. How will we know when we’ve arrived? 16 Appendix 2: PRESTCOM 17 1. Political 17 1.1 Chemical Restrictions 17 1.2 Environmental
The Current Situation of the Sensitive Moisturiser Cream for Men
18th February 2012
Report to David Gordon, DeMontfort University
MARK1500 - Principles of Marketing
Author: Stuart Goddard
Student reference number: P11264753
Word count: 2606
Executive Summary
This report will evaluate the current situation of Nivea for Men’s Sensitive Moisturiser Cream for Men. It will look at the total product concept to see if the moisturiser gives the consumers everything they requires from a moisturiser. This will be followed by segmentation analysis in which the areas of age, usage and socio-economic will be covered. Finally there will be an analysis of how the product is targeted and positioned where the focus will be on brand image, the type of sponsorship used and the impact of the moisturiser winning the coveted FHM Best Skincare Range eight years consecutively. It concludes with a full situation analysis of the Nivea for Men brand which includes a PRESTCOM and SWOT analysis.
(121 words)
Contents 1. Introduction 1 2. Total Product Concept 2 2.1 Core Benefit/Product 2 2.2 Basic Product 2 2.2.1 Alleviation of skin dryness and tightness 2 2.2.2 Packaging Design 2 2.3 Augmented Product 3 2.3.1 Longer Lasting Moisture and Comfort 3 2.3.2 Peripheral Products 3 2.4 Perceived Product 4 2.4.1 Brand Identity 4 2.4.2 Sponsorship 5 3. Segmentation Analysis of the Market 6 3.1 Age 6 3.2 Usage Rate 7 3.3 Socio-economic 8 4. Targeting and positioning analysis 10 4.1 Re-launch 10 4.2 Sponsorship 10 4.3 Brand Image Enhancement 11 4.4 Digital 12 4.5 Magazine Awards 12 4.6 Traditional Yet Innovative 13 5. Conclusion 14 Appendix 1: Situation Analysis 15 1. Where are we now? 15 2. Where do we want to be? 15 3. How will we get there? 16 4. How will we know when we’ve arrived? 16 Appendix 2: PRESTCOM 17 1. Political 17 1.1 Chemical Restrictions 17 1.2 Environmental