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The Times 100 Business Case Studies: Nivea Developing A Marketing Plan

Nivea is launching a new marketing plan for its Nivea For Men brand to increase its market share in the male skincare market. The plan involves assessing Nivea For Men's strengths, weaknesses, and opportunities in the market. Objectives are set to expand the male skincare market and increase Nivea's market share. Strategies include product differentiation, experiential marketing campaigns, and advertising in men's magazines. The plan's success will be evaluated by measuring increases in market share, sales, and brand image ratings.

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231 views9 pages

The Times 100 Business Case Studies: Nivea Developing A Marketing Plan

Nivea is launching a new marketing plan for its Nivea For Men brand to increase its market share in the male skincare market. The plan involves assessing Nivea For Men's strengths, weaknesses, and opportunities in the market. Objectives are set to expand the male skincare market and increase Nivea's market share. Strategies include product differentiation, experiential marketing campaigns, and advertising in men's magazines. The plan's success will be evaluated by measuring increases in market share, sales, and brand image ratings.

Uploaded by

abdayub
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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The Times 100

Business Case Studies


NIVEA

Developing a marketing plan


Introduction to NIVEA

 Major brand owned by Beiersdorf


 Introduced in 1911
 A global brand with14 product ranges
 Includes moisturisers, deodorant, suncare
 NIVEA FOR MEN launched in UK in1998
 Male skincare market now worth over £117 million
 Re-launch of NIVEA FOR MEN in 2008 to
increase market share
The marketing plan
 A vital part of the overall business plan
 Normally of 1-5 years duration
 Sets marketing activities for business or brand to
achieve aims and objectives

 Assesses internal and external factors


 Internal – strengths and weaknesses, budgets etc
 External – economy, markets, competitors etc
Assessing the market
 NIVEA FOR MEN re-launch to target
 Male customers
 Women who buy for men
 SWOT analysis helps to evaluate
brand position, products, markets
 Strengths/weaknesses within the business
 Opportunities/threats in the external marketplace
Strengths and weaknesses
 NIVEA FOR MEN strengths
 Leading male skincare brand
 Strong, available resources within the
business
 Relevant skills – scientific and
commercial
 Potential weaknesses
 Relevance of product range for target audience?
 Market research up to date?
 Right sales/distribution for new target audience?
Opportunities and threats
 Opportunities
 Male skincare market growing
 possible to take larger share
 Changing social trends
 Men more open to buying to facial skincare products
 Threats
 Consumers more knowledgeable and price aware
 Expect sales promotions/offers
 Risk of competitors
 NIVEA FOR MEN needs to differentiate itself
Setting marketing objectives
 Market research important in determining consumer
needs
 NIVEA FOR MEN relates to business strategy, aims
and objectives
 To expand the market – get more men buying skincare
products
 To increase market share - grow sales to men and women
 SMART objectives help to ensure targets can be
met
 Specific, Measurable, Achievable, Realistic, Time
constrained
Marketing strategies
 Product differentiation through
 Brand values – good quality products at good
value for money
 Product development
 Emphasis on consumer needs
 Promotion
 Experiential marketing - engaging consumers
in 2-way communications
 Dedicated NIVEA FOR MEN website
 Free trial samples
 Sport partnerships to create brand affinity and positive
male image
 Targeted advertising/advertorials in men’s magazines
Evaluating the plan
 Assess outcomes against marketing plan
objectives/ targets
 Key performance indicators
 Market share - NIVEA FOR MEN is market
leader and increasing market share
 Sales - NIVEA FOR MEN in UK worth £30 million in 2008
 Brand image ratings – NIVEA FOR MEN won FHM
Grooming Award for 5th year running
 Inform the next cycle of development
 Product innovation - NIVEA FOR MEN range improved and
expanded

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