SITI SYAHIRAH BINTI RAZALI A139389 NUR FAIZAH BINTI SUNANI A140130

Nivea is a global skin and body-care brand that is owned by the German company Beiersdorf. The company was founded on March 28, 1882 by pharmacist, Carl Paul Beiersdorf. First introduced in 1911. A global brand with 14 product ranges : suncare, facial moisturisers, deodorant. 1993 : Developed a fuller range of male skincare products. 1998 : NIVEA FOR MEN was launched in the UK. Male skincare market now worth over 117 million

2008

: Re-launch of NIVEA FOR MEN range to increase

market share

SKIN CARE

DEODORANT
SHAMPOO

Data that NIVEA used to prepare its marketing plan : 1. Assessing the market (SWOT analysis)

NIVEA FOR MEN re-launch to target : Male customers Women who buy for men
SWOT analysis helps to evaluate brand position and the state of the market.

WEAKNESSES

STRENGTHS
1. Leading male skincare brand

1. Relevance of product range for target audience 2. Did NIVEA have the right sales & distribution outlet 3. Was its market research up-to-date?

OPPORTUNITIES 1. Growth of male skincare market

THREATS 1. Consumers are more

2. Changes in social trends

Men becoming more open to buy skincare products.

knowledgeable & price conscious.

They expect sales promotion / offers. 2. Risks of competitors. NIVEA needs to differentiate its products

2. Setting objectives (SMART objectives)

Market research important in determining consumer needs. SPECIFIC : target a specific area for improvement.

Set specific targets for increasing sales, growing market share and improving its brand image.

MEASURABLE : include a measure to enable you to monitor progress and to know when the objective has been achieved

The NIVEA marketing team used research data to forecast trends for over the next three-to-five years.

ACHIEVEABLE : stresses the importance of goals that are realistic and attainable

Achievable answers the questions Can the person do it?, "Can

the measurable objective be achieved?, Can it be done by the given time?

REALISTIC : state what results can realistically be achieved. TIME Constrained : specify when the result(s) can be achieved

Especially in the United States, football is popular and viewed by a large male fan base. Utilizing ad space during a football game would be attract many viewers at once. By promoting the product with football players, it is a good target market and it tends to give off the appearance that, If these football players use the product I will be more like them. NIVEA targeted the correct market for their product by airing commercials during football

STRENGTHS

SWOT ANALYSIS
-

WEAKNESSES

- The company had a sound financial base, so it had the resources to put together a strong marketing campaigns. - It also had staff with relevant skillsresearchers with the scientific skills to develop products that men want and marketing staff with the skills to help promote these products effectively.

Was the product range still relevant for the target audience? Did it have the right sales and distribution outlets? Was it market research up-to-date?

OPPORTUNITY
- Seen an increase in the sales of male skincare products and it wanted a greater share of this market. - The company wanted to take advantage of changing social attitudes. Men were becoming more open, or certainly less resistant, to facial skincare products.

THREATS
- Consumers were becoming more knowledgeable and price conscious. They often expect sales promotions such as discounts and offers. - The risk of competitors entering the market. NIVEA needed to differentiate its products in order to ensure that, in an increasingly competitive market, its marketing activity gave positive return on investment in terms of sales and profits.

The marketing strategies of NIVEA FOR MEN has been designated to deliver the its objectives. This focus of product development combined with an emphasis on consumer needs is a key differentiator for NIVEA FOR MEN. Another strategy is promotions. Experiential marketing is about engaging consumers through two-way communications that bring brand personalities to life and add value to the target audience. This builds an emotional connection between the brand and the consumers. It is important to get the promotional balance right. NIVEA FOR MEN promoted the new launches of its products through a mixture of above-the-line and below-the-line promotion. The marketing plan is a cycle that begins and ends with an evaluation. The final stage is to measure the outcomes of the marketing activities against the original objectives and targets.