Nivea for men


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strategy before and sfter relaunch

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Nivea for men

  1. 2. INTRODUCTION <ul><li>Nivea is a large global skin & body-care brand. </li></ul><ul><li>It is owned by German company Beiersdorf. </li></ul><ul><li>The brand started in 1911, when company developed a water-in-oil emulsifier as a skin cream with eucerit. </li></ul>
  2. 3. Cont……
  3. 5. Marketing plan <ul><li>In 2008.nivea re-launched the nivea for men range. so it developed a marketing plan to achieve its aim &objective. </li></ul><ul><li>Swot analysis </li></ul><ul><li>Objectives </li></ul><ul><li>Marketing strategy </li></ul><ul><li>Sales forecast </li></ul><ul><li>Budget </li></ul><ul><li>evaluation </li></ul>
  4. 6. Market leadership <ul><li>Leadership status presented a superior financial performance, trust and reliability. </li></ul><ul><li>Nivea having 15% market share in the global skin care products market. </li></ul><ul><li>In 1991-2001,nivea increased their double digit growth rates every year. </li></ul><ul><li>In 2008,nivea generated the revenue of 117 billion. </li></ul><ul><li>It increases its revenue by 4.4%. </li></ul>
  5. 7. Products category of nivea <ul><li>Face care </li></ul><ul><li>Men's care </li></ul><ul><li>Nivea soft </li></ul><ul><li>Nivea cream </li></ul><ul><li>Body care </li></ul><ul><li>Lip care </li></ul><ul><li>Sun care </li></ul><ul><li>Deodorants </li></ul>
  6. 9. <ul><li>NIVEA launches an extensive advertising campaign </li></ul><ul><li>in India aimed at this key growth market. Part of the campaign consists of our internationally </li></ul><ul><li>successful TV spot. </li></ul><ul><li>Number 1 for the sixth successive time: NIVEA is named the most trusted skin care brand for European consumers . </li></ul>
  7. 11. Describe two pieces of data that NIVEA used when preparing its marketing plan to relaunch NIVEA FOR MEN.
  8. 12. Two piece of data used <ul><li>The marketing plan for the re-launch used past performance and, </li></ul><ul><li>forecast data to create a new marketing strategy... </li></ul>
  9. 13. <ul><li>ITS BEEN SAID THAT </li></ul><ul><li>“ The more detailed information that's been collected beforehand, and the more planning that's been done ahead of time, the faster and more pleasant the trip .” </li></ul>
  10. 14. Need of relaunch???? <ul><li>Beiersdorf wanted to increase its UK market share for NIVEA FOR MEN, but also wanted greater market penetration for male skincare products. </li></ul><ul><li>In other words , </li></ul><ul><li>it wanted not just a greater share of the existing market; it wanted to expand that market . </li></ul><ul><li>It also aimed to sell more male skincare products to women </li></ul>
  11. 15. <ul><li>Nivea for Men’s new packaging uses silver, blue and white as the dominant colors'. It also features different colors-coded focal points in the centre of the packaging, which is intended to help consumers distinguish between sub-ranges. </li></ul>
  12. 16. <ul><li>The relaunch focuses on new packaging and graphics, a change which will be supported by a costly TV advertising campaign, hoping that the move will influence consumer purchasing decisions. </li></ul><ul><li>The core skincare range has a market share of 41.3 per cent in the general purpose skincare market which amounts to 29.5 million in value terms. The relaunch programme is consequently designed to reinforce, rather than to alter Nivea's standing in the industry. </li></ul>
  13. 17. NIVEA FOR MEN adopted a range of key performance indicators to assess the success of the NIVEA FOR MEN re-launch in the UK. It looked at : <ul><li>market share. </li></ul><ul><li>overall sales. </li></ul><ul><li>brand image ratings. </li></ul><ul><li>product innovation </li></ul>
  14. 18. <ul><li>These values would be strengthened and expanded on with the re-launch, to get more men and women to think of NIVEA as first choice for skincare. </li></ul>
  15. 19. SWOT ANALYSIS <ul><li>SWOT can be defined to include in past / historical accomplishment- history and tradition and so forth </li></ul>
  16. 20. STRENGTH <ul><li>Strength also refers to the present condition that defines an advantageous position or a current situational conditions </li></ul>
  17. 21. WEAKNESS <ul><li>Can refer to past difficulties that have contribution to the current situation as well as conditions derived from the current marketing climate </li></ul><ul><li>May be factual or fictional in any perception is reality for the marketer </li></ul>
  18. 22. OPPORTUNITIES <ul><li>Can be defined as possibilities that have not become realities at the current time – while they are primarily future focused that can occur in presentor in the short term </li></ul>
  19. 23. THREAT <ul><li>Can be defined as potential problem a threat like an opportunity can exist in the present if that particular situation has not directly impacted the marketing conditions </li></ul>
  20. 24. SWOT ANALYSIS <ul><li>STRENGTH </li></ul><ul><li>Well known logo </li></ul><ul><li>Simple effective design </li></ul><ul><li>Cost leadership strategy </li></ul>
  21. 25. <ul><li>Weakness </li></ul><ul><li>Focus purely on women </li></ul><ul><li>Old fashioned looking logo </li></ul><ul><li>Opportunities </li></ul><ul><li>Increase sales </li></ul><ul><li>Reach out to other buyers </li></ul><ul><li>Have a new modern look </li></ul>
  22. 26. THREAT <ul><li>Rebranding may not increase sales </li></ul><ul><li>People may prefered traditional look </li></ul><ul><li>Competiton </li></ul>
  23. 27. S-O strategies build on success S-T uses success to minimize success W-T strategies defensive action v/s susceptible area W-O strategies use opportunities to address weakness SWOT MATRIX OPPOTU-NITIES THREAT
  25. 29. Our brands are internationally successful. They enjoy outstanding market positions in many countries and segments. Our innovative products fulfill tomorrow’s consumer wishes today NEW VISION OF THE COMPANY
  26. 30. QUESTION IS:- Discuss how effective you think the marketing plan for NIVEA FOR MEN has been
  27. 31. <ul><li>Strategies: </li></ul><ul><li>To improve the formula of product </li></ul><ul><li>To extend the product range </li></ul><ul><li>Market research : </li></ul><ul><li>Market analysis </li></ul><ul><li>Consumer research findings. </li></ul><ul><li>New re-launch formula </li></ul><ul><li>New high quality products. </li></ul>20+products Face cleansing shaving After shave Face care
  28. 32. 1=focus on product development- combined with an emphasis on consumer needs is a key differentiator for NIVEA FOR MEN 2=marketing strategy for the re-launch was promotion-1980s, advertising in men’s style and fashion magazines along with product sampling was a major promotional tool. In the 1990s, the company used radio, television and press advertising together with sampling .since 2000,there has been a greater emphasis on consumer needs and an increasing use of experimental activities in the promotional mix. 3= Experiential marketing-two-way communications that bring brand personalities to life and add value to the target audience. This helps build an emotional connection between the brand and the consumer. 4=create stronger brand affinity=the brand to build and maintain a consistent dialogue with men, which helps to drive sales. 5=Promotions were used to attract new customers- dedicated NIVEA FOR MEN website to support its products and provide information to educate men on their skincare needs
  29. 33. <ul><li>key performance indicators to assess the success- </li></ul><ul><li>market share-gaining additional market share of 37% (2008) </li></ul><ul><li>overall sales- products grew by almost 20% which is 2008 were nearly £30 million. </li></ul><ul><li>brand image ratings -NIVEA FOR MEN was the Best Skincare Range winner in the FHM grooming running award 2008 for the fifth year running this award was voted by consumers. </li></ul><ul><li>product innovation- NIVEA FOR MEN range has been expanded and the existing formulations improved by 15%. </li></ul>
  30. 34. <ul><li>CONCLUSION </li></ul><ul><li>20 Years of NIVEA FOR MEN </li></ul><ul><li>Successful men’s care: NIVEA FOR MEN – </li></ul><ul><li>the face care market leader in 24 countries </li></ul><ul><li>celebrates its 20th birthday with </li></ul><ul><li>a formula and design relaunch as well </li></ul><ul><li>as a large number of new products. </li></ul>
  31. 35. THANK YOU
  32. 36. <ul><li>NIVEA FOR MEN announces involvement in amateur football </li></ul>