Marketing and Nivea

Topics: Marketing, Strategic management, Management Pages: 5 (1300 words) Published: June 20, 2013

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

The NIVEA brand was one of the most recognised skin and beauty care brands in the world; it was first introduced in 1911. There were lots of reputed product or bases used to market or advertised this brand but the owner seems too looked disappointed to market or advertised this brand. There were also used market plan to make this brand more attractive and respond able for the customers .As well as different strategies were used to prepare the marketing plan of NIVEA. The first one by improve the formula of the products and the other was to extend the NIVEA FORMEN product range. In other words we can say that these were two strategies which was used to re-launching the NIVEA. By using these two strategies NIVEA was re-launched by the company. It might be used as a first data in this case study or assignment work for re-launch the NEVIA.

NEVIA had easily re-launched by the given two strategies, by re-launching Quality also safe there was no effect on quality previously. But NEVIA took steps continuously to make its quality more perfect as it want. This focus on product development combine with emphases on consumer needs is a key differentiator for NIVEA. As they want while using this product by female, Mails should also having some brand loyalty with NEVIA. So they used to take steps to develop the quality of the product. They also supposed to use the SWOT & PEST Analysis to re-launch or to develop the quality of product or advertised the NIVEA. It identified several strength, weaknesses, opportunities & threats so they easily know how they advertised or marketed this product.

The second piece of data to make market plan and re-launched the NEVIA was used to look at all the target markets to attract the customers and make the customer brand loyal of NIVEA. These were used two ways to marketed or advertised the NEVIA.

1) Above the Line Promotion:
It may also call direct expenditure of an advertising which was used to market NEVIA. By this above line promotion, they can easily market the product by T.V channels etc. 2) Below the Line Promotion:

This promotion may also called indirect expenditure on promotion, such as for TV channels or commercial. 3) 2nd Data Piece:
By these two ways customers or consumers were becoming more knowledge & price conscious, Because NEVIA had a rare price or less cost as compare to the other skin products. There were the sales of male skincare products and had greater share is the market. But due to lack of advantage of changing social attitudes, men were becoming more open, or certainly less resistance to facial skincare product. After the marketed or advertised the NIVEA and used the above strategies all the results show that in the UK the NIVEA re-launched met its overall targets and this built on the brand & company’s strength to take advantages of the increasing change of male attitudes to using skincare products.

From the above points we can easily understand the two pieces of data while preparing its marketing plan to re-launch NIVEA FOR MEN.

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

A business needs to set its overall direction for the company through a business plan. The plan sets out how the company is to achieve its aims. The aims & objectives of a business inform and shape it’s a business plan. For market and advertise the product NIVEA used to took steps towards the any other way of marketing plan or choose the target market, while knowing the relationships between the two plans weather planning to market the product or to get good will in the market.

NIVEA wanted to build a good relationships and keep the goodwill in the market, advertised the product. The marketing team set goal or objective of the NIVEA FOR MEN called smart objectives...
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