Nivea is a German personal care brand established in 1911 that specializes in body care products. It is owned by Beiersdorf Global AG. In 1980, Nivea launched its male skin care line called Nivea For Men internationally. In 2008 in the UK, Nivea For Men's market share was £117 million. Nivea wanted to re-launch Nivea For Men to increase its market share in the UK's male skin care market. As part of its marketing plan, Nivea used a mixture of above and below the line promotions, including sponsoring football events to build relationships with men and increase sales. A SWOT analysis identified strengths such as its reputation, opportunities like men becoming

2. RAJU MIA TAWSIF KHAN SAIMON
BEAUTI BEGUM MOU RANI DATTA SHIPA BEGUM
BRAINSTORMINGTEAM
OUR

3. OVERVIEW
COMPANY

4. Nivea is a German personal care brand that
specializes in body-care.01
02 It was First introduced in 1911.
03
It is owned by the Hamburg-based
Company Beiersdorf Global AG in 1980

5. In 1980 NIVEA launched NIVEA FOR MEN
internationally, it’s mainly male skin care products.04
05
It mainly produced skin & bode care products such as
NIVEA Lotion, Shaving gel, After shave etc.
06
In 2008, its market share in UK was £117 million with
male skin care products.
07
NIVEA wanted to re-launce NIVEA FOR MEN to increase
male skin care market share in UK in 2008.

6. MARKETING PLAN
DATA USED IN

7. Past performance
data to create a new
marketing strategy.
Forecasting data to
create a new
marketing strategy.
01 02

8. SPONSORSHIP
FOOTBALL

9. NIVEA used mixture of “above the
line” and “below the line” promotion
for launching, they partnership with
power league. They supported all
the events of football because most
of the men in UK were passionate
about the football. By sponsoring
football events they created a
positive relationship with the men,
and build and maintain a consistent
connection with men which help to
increase its sales.

10. A SWOT ANALYSIS FOR
NIVEA BEFOR RE-LAUNCH
OF NIVEA FOR MEN

11. S w
T O
STRENGTHS WEAKNESS
OPPORTUNITY
• Already a leading facial cream
brand in the UK.
• Advanced Research &
Development (R&D) team to come
up with new improved products.
• A stable company with good
financial support.
• Product range limited for Women’s
products.
• Only known in UK and parts of
USA.
• Male consumers consider product
not as effective as other brands like
Adidas, Brut and etc.
• Old looking logo
• Only a few products focused for men
consumers.
• Men were becoming more open
towards using skincare products and
more appearance conscious.
THREATS
• Competitor brand coming up
with new product ranges.
• Emerging of new competitors such
as Garnier for Men.
• Consumers are more
knowledgeable and making
comparisons online.

12. NIVEA FOR MEN
MARKETING PLAN

13. Sales increase
Increase brand image
Increase market share
Innovation & develop new products04
03
02
01

14. SIGN
OUT