NIVEA FOR MEN

GROUP NO.9 WORD 3148 I
P M PGDM SEMESTER 1 [Class of 2010]
st

ASSIGNMENT ON NIVEA FOR MEN SUBMISSION DATE: 20th SEPT. 2010

SUBMITTED TO:

SUBMITTED BY: RITESH KR PRASAD

RES.PROF.SHAM SHARMA M.A (Lucknow), D.M.M (London)

RAKESH KR SINGH RAKESH ROUSHAN RASHIKA GAUTAM RASMI VEARMA

INSTITUTE OF PRODUCTIVITY AND MANAGEMENT, MEERUT

Page 1

Finally. Sham Sharma. We wish to express our deep sense of gratitude to our internal integration of our group members for Internal Guide. who had been a source of inspiration and for his timely guidance in the conduct of our assignment. Sham Sharma Sir for having permitted us to carry out this assignment. Words are inadequate in offering our thanks to all the resources from which we have been crossed. MEERUT Page 2 . THANK YOU INSTITUTE OF PRODUCTIVITY AND MANAGEMENT. and the encouragement and cooperation in carrying out the project. for able guidance and useful suggestions. we would like to express our heartfelt thanks to our beloved parents for their blessings. our friends/classmates for their help and wishes for the successful completion of this assignment. Needless to mention that Prof.NIVEA FOR MEN Acknowledgement We take immense pleasure in thanking Prof. which helped us in completing the assignment. in time. yet importantly.

.............................................................................. 8 WEAKNESS ...... 11 Q................................................3) Submitted by: Rakesh Roshan& Rashmi Verma ............................. 13 Using the case study ..................................................................................................................................................... 5 MARKETING PLAN .......... ......................... ................................................................................................................................................................. 13 Q.................................................... 17 BIBLIOGRAPHY ............................................................................................................................................................................................ 15 Conclusion ..................................................................................................................... 9 THREAT ...........................................................4) Submitted by: Ritesh Kr prashad & Rashika Gautam .............. 10 Q.............................................. .............................................................. 2 Executive Summary................... 11 Two pieces of data that Nivea used while preparing its marketing plan to relaunch Nivea for men ................................ Rashmi verma & Ritesh Kr Prasad..........1) Prepared by: Rakesh kr singh..... 8 STRENGTH . 12 Reason for sponsoring football that increase its sales for NINEA FOR MEN................................................................... put together a SWOT analysis of NIVEA s position just before the relaunch of NIVEA FOR MEN................................ 15 Effective marketing plan for NIVEA FOR MEN ................... Rakesh Roshan & Rashika Gautam.................... 7 SWOT ANALSIS ............................ 18 INSTITUTE OF PRODUCTIVITY AND MANAGEMENT........ 9 OPPURTUNITY .............................. MEERUT Page 3 ...................................... 4 Introduction ...................2) Prepared by: Rakesh Kr Singh............................................ 12 Q....NIVEA FOR MEN Contents Acknowledgement..........................................

3 million voluntary cosmetic surgeries were performed. international customer base & they are ready for a product to progress with them as their needs change in the twenty first century. We believe by taking existing Nivea product rich in healing and moisturizing properties & enhancing it with these two additional ingredients. timeless beauty and accomplishment of perfection is the first aim of every company¶s agenda. In case of skincare products need of every customer is to get perfect. The beauty industry is a billion dollar enterprise. Every age group is represented with some special type and significant market data. Aesthetic plastic surgery in 2003 in American society proclaimed that 8. 3.7 million were on women from the ages 35-40 years. INSTITUTE OF PRODUCTIVITY AND MANAGEMENT. MEERUT Page 4 .NIVEA FOR MEN Executive Summary: Young generation. which we believe is a big market. positioning them to take advantage of increasing interest in cosmetic advancement and improvement. therefore we believe that Nivea to take part in the era of cosmetic transformation. Nivea has an existing loyal .

NIVEA FOR MEN Introduction The Nivea brand is one of the most recognized skin and beauty care brands in the world. it came up with its after balms shave balm product. MEERUT Page 5 . Now the customers were looking for those product which protected the face from irritation after shaving and that could give the calm and sooth irritating after shave.3 million. At that time total annual sales of men's skincare products (facial and shaving preparations) in the UK were only £68 million with the male facial product sector worth only £7. Nivea cream first came in the market in 1911 and the NIVEA brand now extends to 14 product ranges worldwide from suns care to facial moisturizers. One of the reason for the success of its product was that it adopted the promotional activity INSTITUTE OF PRODUCTIVITY AND MANAGEMENT. When in 1980 Beirsford launched its Nivea for men internationally. Sales of male skincare products have grown steadily since the launch Nivea for men and the market in 2008 was worth over £117 million with male facial products worth £49 million. The company had set its goal and objectives and implemented its task accordingly. The success of Nivea was possible because of its planning and marketing strategy. as it was the first balm in the market that didn¶t contain alcohol. deodorant and shower products. which can irritate the skin so it became very popular among its customer. The Nivea had launched its product Nivea for men in the UK market in 1998.

MEERUT Page 6 . This case also deals with the consumers¶ expectations.NIVEA FOR MEN through sponsoring the football game in UK. and fulfilling their demand by launching new product. INSTITUTE OF PRODUCTIVITY AND MANAGEMENT.

In this case study Nivea had used marketing strategy. a brand or the product line.NIVEA FOR MEN MARKETING PLAN Every business has its goals and objectives and this can be achieved through a business plan. the action is performed on its sound basis. It had also used all its marketing plan so that its product can survive in the market. pricing strategy to attract more and more customers towards their product. anticipating and satisfying customer needs. MEERUT Page 7 . Marketing strategy is the backbone of marketing plan. The marketing plan consists of the following : S W O T Analysis  The implementation on plan  Marketing strategy INSTITUTE OF PRODUCTIVITY AND MANAGEMENT. The time period for marketing plan is not constant or fixed but for the brand level it can take from 1 to 5 years. one of the essential part of the business plan is the marketing plan .on the basis of which the survival of the product depends. The company makes its business plan and they implement on it. different marketing plans were adopted by the company before launching its product in the market. promotional strategy. the success or the failure ultimately depends on it. A marketing plan takes the stated aims and objectives and it works according to marketing activities to ensure those objectives are achieved. Marketing plan can be either for product or services. Marketing involves identifying.

NIVEA FOR MEN  Sales forecast  Budget  Evaluation SWOT ANALSIS SWOT or the competitive analysis is done to know the current position of the business. MEERUT Page 8 . Sound financial base. and what are the internal and the external factor that is affecting it. STRENGTH: Nivea for men had identified several strengths in UK market leading male facial skincare brand which gave it strong brand recognition. The other strength of Nivea for men was as: First company to launch non-alcoholic after-shave balm.  Giving emphasis on cost leadership strategy  Promotional strategy  Product category and over 300 products  The product available in more than 150 countries INSTITUTE OF PRODUCTIVITY AND MANAGEMENT. Researchers with the scientific skills to develop products that men wanted. It had the brand recognition before relaunching of the product. so it had the resources to put together a strong marketing campaign.  It had well known logo.

The sales volume can be increased by affective advertisement as today the men are attracting more towards the facial product. or certainly less resistant. The company wanted to take advantage of changing social attitudes. So it have the maximum market share. If any change in quality is made than the customer taste may change and they may switch over to other product. The following weakness are also some of the weakness:     Continuation of old fashionable logo and product Not emphasizing on the product development Price of the product not available online Change in the quality of the product Inexactness of market research OPPURTUNITY One clear opportunity was that the market was growing NIVEA FOR MEN had seen an increase in the sales of male skincare products and it wanted a greater share of this market. so if any change in price can lead to its sales declination. Today most of the product are online but Nivea have not quoted its price in its website so here the customer can¶t buy the product online and this can hamper the sales volume of the company. Men were becoming more open. Some other opportunity are: Brand image INSTITUTE OF PRODUCTIVITY AND MANAGEMENT. Today the customers are very price sensitive. as it produces the product for both. to facial skincare products. MEERUT Page 9 . Nivea for men was also having some weakness.NIVEA FOR MEN WEAKNESS As the leading male facial brand. Nowadays women do shopping in behalf of men so it have the opportunity to capture the attention of both genders. Earlier it had the advantage that it was the only one company to produce male creams and balms.

as the market for male skin care products grows. Nivea for men needed to differentiate its products in order to ensure that in an increasingly competitive market. They were also very conscious about the price of the product. its marketing activity gave positive return on investment in terms of sales and profit. They often expected sales promotions such as discount and offers. Risk of competitors entering in the market. there are threats that consumers were becoming more conscious of different substitutes products. MEERUT Page 10 .NIVEA FOR MEN     Reach out to other buyer Have a new modern look Worldwide promotion Sponsoring football THREAT However. The following are some of the threats:    increasing global competitors people may prefer traditional look rebranding may downfall the sales volume consumers becoming more price conscious INSTITUTE OF PRODUCTIVITY AND MANAGEMENT.

competitors and so on. MEERUT Page 11 . analysis that shows a company¶s strengths and weaknesses. It also used those past performance data for marketing plan and it was of tremendous benefit in analysing about the market situation INSTITUTE OF PRODUCTIVITY AND MANAGEMENT. it is that plan which is used to study the future activities of the company.NIVEA FOR MEN Q. production plans and so on. Nivea for men we took the use of two data¶s namely: S W O T analysis  Business plan A swot analysis is. and it used to measure how the company can grow the current status of the company.RakeshRoshan&RashikaGautam. as the name indicates. The data which Nivea used during relaunch of its product was based according to the customer expectation. marketing. This can be over financial. Two pieces of data that Nivea used while preparing its marketing plan to relaunch Nivea for men. The second data that company used was the business plan. Strengths and weaknesses are the company¶s micro environment while opportunities and threats are micro environment. We can state this environment as the condition close to a company. customers. the opportunities it has and the threats it phases. Their marketing plan was to capture a big share in market and explore its product internationally. When we wanted to relaunch the brand. Their marketing plan involves analysing identifying and satisfying their customers.1)Preparedby: Rakeshkrsingh. such as suppliers.

and they might conclude that the output of the promotion had been very positive. where women were an INSTITUTE OF PRODUCTIVITY AND MANAGEMENT. this we usually call brand affinity. and therefore Nivea supported football events across UK to build up the positive relationship with men. It also made good packaging of its product which differentiated its product with its competitors. the promotion also created conversation between Nivea and men. The strategies adopted by company were during relaunch: Promotional strategy : by the help of mass media such as print media as well as ad agencies.2) Prepared by: Rakesh Kr Singh. Rashmiverma&Ritesh Kr Prasad Reason for sponsoring football that increase its sales for NIVEA FOR MEN. As it has been mentioned that company also focussed in selling its male skincare product to female.NIVEA FOR MEN The company wanted to increase its market share in the present skincare market but simultaneously it also aimed at expanding its market globally. As before maintained this created acknowledgement for Nivea for men among men. Everyone is aware of that Nivea used football players to promote Nivea for men. They used football players because the product line of cosmetic products from the slide of men were very low.  Branding and packaging  Innovation in that product  Emphasis on sales volume as well as capturing market share. MEERUT Page 12 . Analysis and surveys showed that women are likely to purchase cosmetic product for their partners. Beside this.  Creating image on the mind of the customer Q.

Q. put together a SWOT analysis of NIVEA¶s position just before therelaunch of NIVEA FOR MEN.roots level through its partnership with power league to build positive relationships with men. natural and so forth.3) Submitted by: RakeshRoshan&RashmiVerma Using the case study.Worldwide people like to watch this game .And football is men oriented game so definitely this sponsorship will help them to promote their product among men. y Simple effective design.NIVEA FOR MEN intermediary before. for achieving above targets NIVEA FOR MEN supported football events at a grass. y Cost leadership strategy. As Nivea was on the verge to new launch its product for men .The design of the logo is simple and effective and easy to recognize. value and exposure in the market. MEERUT Page 13 .As football is largest playing game all over the world .Their cost was comparably lower than their competitors so this was the reason they were able to sustain in their market. Swot analysis of Nivea¶s position just before the relaunch of Nivea for men STRENGTH y the logo is very familiar . economical. These are condition which the company do not have an influence on.so with the help of this game definitely NIVEA will be getting recognition. the condition that affects the company. So.The other reason was with the help of football sponsorship definitely people will become more familiar with their product . Macro environment. such as politics.Nivea has well known branded name so it was easy for them to target audience and was easily trustworthy. the strategy of the INSTITUTE OF PRODUCTIVITY AND MANAGEMENT.

Their weakness was that earlier they focussed only women skincare products.One of the wrong perception by the company is that rebranding of a product is not necessary that it will increase its sales. To give Nivea a sophisticated new look. MEERUT Page 14 . INSTITUTE OF PRODUCTIVITY AND MANAGEMENT. y Out to other buyers-Nivea largely targets its products towards woman It did not focussed on men. WEAKNESS y Focus purely on women. Men nowadays care about their attire just as much if not more so aswoman do.NIVEA FOR MEN company is to gain the competitive advantage in taking consideration of the price of those of its competitors in that product line. increase sales. and boost profitmargins. THREAT y Sales may be affected by rebranding. So there was a demand for men skin care product in the market.Other competitors in the market was a major threat to them. there is high risk involved in rebranding y People may preferred to earlier look. y Emerging Competition. as the customers had the image of the previous logo and the change on it can affect in various ways. OPPORTUNITIES y The increase in sales volume.introducing new product look may hamper the sales volume of the company.Think of the possibility to expand revenue.

 Experiential marketing two way communications had brings the brand personalities to life and add value to the target INSTITUTE OF PRODUCTIVITY AND MANAGEMENT.  Promotions were helpful in attracting the new customers. Nivea for men website was also dedicated to support its products and provide information to educate men on their skincare needs which not only helped in attracting new customers but also to retained its customers.we think it has been very effective because Nivea has achieved the goals and objectives they had set. for example in 1998 before the relaunch the male facial market was only worth £ 68 million and in 2008 after the relaunch the total sales of men skincare products were £ 117 millions of this £ 30 million for Nivea for men. Marketing plan has also helped the Nivea for men in many ways like: Focus on product development combined with an emphasis on consumer needs which was resulted as the key differentiator for Nivea for men. This shows that they have achieved what they have desired. In another words it helped its brand to build and maintain a consistent dialogue with men. and therefore also the marketing plan. MEERUT Page 15 . And this has done through effective marketing strategies and the innovative ways to implement them.4) Submitted by: Ritesh Kr prashad&RashikaGautam Effective marketing plan for NIVEA FOR MEN After going through the case study we think that the output of the relaunch has been very positive. which helps to drive sales.  It created strong brand affinity.NIVEA FOR MEN Q.

This helps to build an emotional connection between the brand and the consumers.  The distribution of free samples encouraged trial and helped to build up brand awareness and consumer familiarity which reinforce the Nivea for men brand presence. INSTITUTE OF PRODUCTIVITY AND MANAGEMENT.NIVEA FOR MEN audience.  Nivea for men also supported the football events for its promotion like partnership with power league which helped in building positive relationship with men.  Innovative ideas like targeting the men who only considers the skin care products but doesn¶t purchases it and the women who also purchases these products for their male member of the family which helps the Nivea for men to increase its market. market share and so profit. MEERUT Page 16 .

The whole marketing strategies not only helped them in increasing their market share but was also helpful in increasing the whole market of men skin care products. They also focused on male customer who was considering the male skincare product but not purchasing them. and used it while making the business plan of Nivea FOR MEN.NIVEA FOR MEN Conclusion From this case. We have concluded this case study by observing the various facts and figures which Nivea used to forecast from the previous marketing plan. we have also found the perfect combination of market segmentation of this segmentation. MEERUT Page 17 . this helped them in increasing the market. INSTITUTE OF PRODUCTIVITY AND MANAGEMENT. They also aimed at female customer who bought the male product for their partners. during the relaunch of Nivea for men. Here we have come to know that how the strategy adopted by Nivea had helped to increase its sales volume. we have come to know the different marketing plan as well as business plan of Nivea. In this case the promotional strategy as well as sponsorship was also responsible for the upliftment of the product.

co.uk Marketing management (Philip kotler) INSTITUTE OF PRODUCTIVITY AND MANAGEMENT.com www.goole.com www.com www.niviacasestudy.niveaproduct.NIVEA FOR MEN BIBLIOGRAPHY www.niveaformen. MEERUT Page 18 .uk www.nivea.co.

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