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PRESENTED BY GROUP NO- 12 VIJETA BHARTI VIKASH KR. SINGH VINOD KR. YADAV VISHAL KR.

SINGH VIVEK RANJAN VIVEKANAND RAI

INTRODUCTION
A. NIVEA is a recognised global brand for skin and body care product. B. It is own by German company Beiersdorf. C. NIVEA cream was first introduced in 1911 and the NIVEA brand now extends to 14 product ranges worldwide from suncare to facial moisturisers, deodorant and shower products. D. In 1980 Beiersdorf, the international company that owns NIVEA, launched its NIVEA FOR MEN range internationally.

INTRODUCTION
‡ In 1993, NIVEA FOR MEN developed fuller range of male skin care products. ‡ In 1998 NIVEA FOR MEN brand was launched in UK.

SWOT ANALYSIS
STRENGHTS NIVEA USED THE ONE LOGO SINCE BEGINING.  PRODUCTS OFFERED ARE SIMPLE, EFFECTIVE IN DESIGN, AND ECONOMICAL.  STRONG FINANCIAL BASE. WEAKNESS  FOCUS ON SKIN CARE PRODUCTS, FOR WOMEN, BEFORE LAUNCHING NIVEA FOR MEN.  NIVEA HAVE OLD FASHIONED LOOKING LOGO.

SWOT ANALYSIS CONT««
OPPORTUNITIES  MEN ARE VERY MUCH CONSCIOUS ABOUT THEIR SKIN NOW A DAYS.  NIVEA FOR MEN male skincare products to women because women often buy male grooming products for their partners or help them to choose the product. So,NIVEA FOR MEN can increase their sales as well as the market shares. THREATS  There is the stiff competition in the market of skin care products . Other companies are also offering the skin care product for women and men with new offers and discounts. Eg.lotus, Rodial, Dermalogica, Olay.

QUESTIONS AND ANSWERS
1.Describe two pieces of data that NIVEA used when preparing its marketing plan to re-launch NIVEA FOR MEN. Ans:- NIVEA FOR MEN prepared market plan to

achieve its objective. NIVEA developed its marketing plan after the market research. NIVEA uses  Past performance data of NIVEA FOR MEN in UK. Forecasting data to create a new marketing strategy to re-launch of NIVEA FOR MEN in UK.

QUESTIONS AND ANSWERS CONT«. 2. Explain why NIVEA used football to help increase its sales of NIVEA FOR MEN products. Ans:- NIVEA FOR MEN supported football event and sponsors the football league. Reasons behind use of football is Football is famous worldwide and it will help NIVEA FOR MEN to create brand awareness among the men.  Football is game of men basically through which NIVEA able to build a positive male image.

QUESTIONS AND ANSWERS CONT«..

QUESTIONS AND ANSWERS CONT«.. 3.Using the case study put together a SWOT analysis of NIVEA s position just before re-launch of NIVEA FOR MEN. Ans:- STRENGHTS  Strong brand recognition in UK s market.  Sound financial base.  Aware of the changing consumers demand. WEAKNESS  Introduced the product in limited range.  No set model for the marketing.  Didn t had the specific designed outlet for men.

QUESTIONS AND ANSWERS CONT«..

OPPORTUNITIES Increasing demand for men skin care products. Men were becoming more open towards the skin care products. THREATS Stiff competition in the market. Consumer becoming more knowledgeable and price conscious.

QUESTIONS AND ANSWERS CONT«..

4.Discuss how effective you think the marketing plan for NIVEA FOR MEN has been. Ans:Effective marketing plan. Marketing team used research data to forecast market trends. Uses ATL & BTL promotional strategies to reflect the life style. Increase in market share as well as overall sales. Brand image and product innovation.

CONCLUSION
‡ The marketing plan is a cycle that begins and ends with evaluation. The overall conclusion of the case study is that in UK, the NIVEA FOR MEN re-launch met its targets, which was a significant achievement. The marketing plan for the re-launch used past performance and forecast to create the marketing strategy. ‡ With that NIVEA FOR MEN enjoys 20 years of its success. ‡ Market leader of face care product in more than 24 countries

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