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1/21/2011
Marketing Management
11
Group # 4
Marketing Management
Group # 4
Ali Iqbal (Group Leader)
MBP-11507
Amna khan
MBP-11505
Weheb Abid
MBP-11546
Huma Khalid
MBP-11552
Nabeel Ahmad Butt
MBP-11539
Zain Fayyaz Butt
MBP-11510
Group # 4
Marketing Management
Q.1 Describe two pieces of data that NIVEA used when preparing its
marketing plan to re-launched NIVEA FOR MEN?
Ans: 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 use 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 relaunching 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 suppose 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.
Group # 4
Marketing Management
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.
Conclusion:
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?
Ans: 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 built 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 having
specific, measureable, achiever and realistic. After create good
relationships with the customers NIVEA FOR MEN was a market leader
of many countries and was consistently gaining additional market share.
So here we can say now customers have affinity with the brand.
When the owner of the company looked towards the goodwill of
the company and want to market the product, took steps for more
Group # 4
Marketing Management
publicity of the quality of product. They choose the football to
sponsorship for their brand “NIVEA FOR MEN” because they love this
game and knew that in those days football was the centre of the focusing
point and In UK the most played game or the game whom loved by the
citizens’ choose by the NIVEA brand. That’s why they knew by this way
NIVEA FOR MEN can easily marketed.
By the above points we can easily understand the reason of
sponsorship by football to increase the sale.
Q.3 using the case study put together a SWOT analysis of NIVEA’S
position just before the re-launch of NIVEA FOR MEN.
Ans: NIVEA FOR MEN used to SWOT analysis to help it access the
market. This takes a detailed look at the internal strengths and
weaknesses of the business as well as external opportunities and threats in
the market place.
Strengths:
NIVEA FOR MEN identified several strengths.
 NIVEA FOR MEN was the UK market leading more facial
skincare brand which gave it strong brand recognition.
 The company had a sound financial base so it had the recourses to
put together a strong market campaign
 It also had a staff with relevant skills researchers with scientific
skills to develop product that men want and marketing staff with
the skills to help promote these product effectively.
Weaknesses:
More facial brand NIVEA FOR MEN needed also to be aware of any
weaknesses.
 Risk for target audience while product range still relevant or not.
 Weather it have the right sales and distribution outlets or not.
 Market research up-to-date or not.
Opportunities:
 The growing of market was the clear opportunity
 NIVEA FOR MEN had seen an increase in the sales of male skincare
products and it wanted a greater share of this market.
Group # 4
Marketing Management
 The company wanted to take advantage of changing social attitudes. Men
open or certainly less resistance to facial skincare products.
Threats:
 The risk of competitor’s entering the market NIVEA FOR MEN needed
to differentiate its product in order to ensure that in an increasingly
competitive market its marketing activity gave positive return or
investment in terms of sales and profits.
 Consumers were becoming more knowledgeable and price conscious.
They often expect sales promotions such as discounts and offers.
From the above points we can easily understand the SWOT Analysis just
before the re-launch of NIVEA FOR MEN.
Q.4 Discuss how effective you think the marketing plan for NIVEA FOR
MEN has been?
Ans. As we know NIVEA is one of the most recognized skin and beauty care
brands in the world. It was introduced in 1911 and NIVEA brand now extends
to 14 products ranges worldwide from sun care to facial moisturizers deodorant
and shower products.
The NIVEA FOR MEN brand was launched in the UK in 1998. At that
time total annual sales of men’s skincare products in the UK were only 68
million with the male facial product sector worth only 7.3million pound.
Sales of make skin care products have grown steadily since the launch of
NIVEA FOR MEN and the market in 2008 was worth over 17 million with
male facial product worth 49 million pound.
By these ways NIVEA brand market or advertised its products very well.