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Nivea Study Case

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Gabriela Nouel 09-0626

Questions
1. Describe two pieces of data that NIVEA used when preparing its marketing plan to relaunch NIVEA FOR MEN. The NIVEA team used the SWOT analysis to assess the business and brand position and to know where their competitors are. They also used a marketing strategy these strategies set out how the objectives would be achieved within the designated budget set by the management team. 2. Explain why NIVEA used football sponsorship to help increase its sales of NIVEA FOR MEN products. They used football sponsorship to help increase its sales because after the 2000s there has been a mayor concentration on consumer needs. They had been using the experiential marketing that is engaging consumers through two-way communications that bring brand personalities to life and add value to the target audience. This helps build an emotional connection between the brand and the consumers. The use of sport was the key element here and it helped create stronger brand affinity for NIVEA FOR MEN among men. It also allowed the brand to build and maintain a consistent dialogue with men, which helps to drive sales. 3. Using the case study put together a SWOT analysis of NIVEA’s position just before relaunch of NIVEA FOR MEN. Just before the relaunching NIVEA FOR MEN on 2008, NIVEA’s position in a SWOT analysis was: * Strengths: security, trust, closeness and credibility among all their products. * Weakness: Has the product being promoted enough?

* Opportunities: social acceptance of these products with male consumers. Owner of the first balm on the market that did not contain alcohol * Threats: Competitor products and promotions are getting better and more aggressive. Consumers were becoming conscious of products quality and prices. 4. Discuss how effective you think the marketing plan for NIVEA FOR MEN has been. In our opinion NIVEA FOR MEN has been on the latest years one of the best brands on men care. They had take...