Nivea Case Study

NIVEA FOR MEN: A MARKETING PLAN

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

A: NIVEA considered re-launching NIVEA for men range in 2008. For that it devised a new marketing plan to increase its market share and its penetration. Before developing the marketing pan NIVEA used to strategies to develop a suitable approach for its growth.

1. Assessing the Market

Nivea used one of the key tools to assess its position in the men facial skincare market and to assess its competition. It used SWOT analysis to analyze its internal strengths and weakness so that it could take advantage of opportunities and counter threats that could impede its growth.

Using SWOT analysis NIVEA determined where it can use its strengths to the maximum advantage and how some threats could arise from its new marketing plan.

2. Setting Objectives

NIVEA realized that a good marketing plan depends on setting up achievable objectives that set a clear path on how the organization should embark to achieve those objectives. The marketing team set up SMART objectives which helped the company achieve its goals. These are Specific, Measurable, Realistic, Achievable and Time constrained objectives which helped them set targets for growth using market research from the past to forecast future trends.

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

A: NIVEA revised its promotional strategies with the re-launch of NIVEA FOR MEN product range in 2008. The company had two ways of promoting the product range; below-the-line and above-the-line promotions. It used below the line promotions to associate the brand with football to enhance the brand image among men. By supporting football at its most fundamental level NIVEA closely associated itself with football athletes and maintained consistent dialogue with footballers to associate a kind of masculine image to its products. The strategy worked in NIVEA’s favor and it was seen by its male customers as a brand that was associated with football players. Since football is a major sport in the UK, NIVEA saw more men gravitating towards its products because football players were associated with the company’s promotion.