PRESENTED BYGROUP NO- 12

VIJETA BHARTIVIKASH KR. SINGHVINOD KR. YADAVVISHAL KR. SINGHVIVEK RANJANVIVEKANAND RAI

INTRODUCTIONA. 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.D. In 1980 Beiersdorf, the international company that

owns NIVEA, launched its NIVEA FOR MEN range internationally.

INTRODUCTION CONT..• In 1993, NIVEA FOR MEN developed fuller range of

male skin care products.• In 1998“NIVEA FOR MEN” brand was launched in

UK.

SWOT ANALYSISSTRENGHTSNIVEA used the same logo from beginning. Product offered are simple in design and, effective. Strong financial base.

WEAKNESS Focus more on women product before the launch of

NIVEA FOR MEN. NIVEA has old fashioned logo.

SWOT ANALYSIS CONT……

OPPORTUNITIESMen are becoming more conscious about their skin.NIVEA FOR MEN male skincare products to women because

women often buy male grooming products for their partners.

THREATSThere is the stiff competition in the market of skin care

products .

QUESTIONS AND ANSWERS1.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…..

OPPORTUNITIESIncreasing demand for men skin care products.Men were becoming more open towards the skin

care products.THREATSStiff 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:-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.

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.

• With that NIVEA FOR MEN enjoys 20 years of its success.

• Market leader of face care product in more than 24 countries

THANK YOUTHANKYOU…