Solve case study NIVEA FOR MAN by Zareen Naz (Strategic Management and Planning -MBA)

1. 2015
Solve Case study NIVEA FOR MEN

3. Question # 01
Describe two pieces of data that NIVEA used when preparing its marketing plan to relaunch
NIVEA FOR MEN.
NIVEA prepared its marketing plan with the idea of relaunching their product with a new
market image to increase its market shares.
They used research data based on their sale trends and analyzed the brand's position in the
market. By this they realized that their target market is not only based on men but women as
well. SMART objectives to direct the marketing strategies on a more specific ground by
forecasting the sales over the coming years and setting their aims to meet them.
Question # 02
Why did Nivea's use of a football sponsorship help increase its sales for male products?
Especially in the United States, football is popular and viewed by a large male fan base. Utilizing
ad space during a football game would be a means in which to attract many viewers at once. By
promoting the product with football players, it is a good target market and it tends to give off
the appearance that if these football players use the product It will be more like them. Nivea
targeted the correct market for their product by airing commercials during football.
Question # 03
Using the case study put togethera SWOT Analysis of NIVEA’s position just before the
relaunch of NIVEA FOR MEN.
NIVEA FOR MEN used to SWOT analysis to help it access the market. This takes a detailed look
at the internal strengths and weaknesses of the business as well as external opportunities and
threats in the market place.
Strengths:
NIVEA FOR MEN identified several strengths.
NIVEA FOR MEN was the UK market leading more facial skincare brand which gave it strong
brand recognition.

4. The company had a sound financial base so it had the recourses to put together a strong
market campaign
It also had a staff with relevant skills researchers with scientific skills to develop product that
men want and marketing staff with the skills to help promote these product effectively.
Weaknesses:
Product range was limited.
Distribution had its flaws. No outlets were there for NIVEA for men, instead the products were
sold with other women products.
Opportunities:
There was already an increasing trend in the use of male skin care products.
Men were becoming more open towards using skin care products as a result of the changes in
the social attitude.
Threats:
There was rising competition in the market as the overall demand was rising.
Consumers were becoming more knowledgeable about the pricing and started to expect more
discounts and promotions from the company.
Question # 04
Discuss how effective you think the marketing plan for NIVEA FOR MEN has been.
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:
Market share
NIVEA FOR MEN is market leader in many countries and is consistently gaining additional
market share.
Overall sales
Internationally NIVEA FOR MEN skincare products grew by almost 20%. Its sales in the UK
market at retail in 2008 were nearly £30 million and in line with expectations.

5. Brand Image Ratings
NIVEA FOR MEN was the Best Skincare Range winner in the FHM Grooming Award 2008 for the
fifth year running. This award was voted for by consumers. It illustrates that NIVEA FOR MEN
has an extremely positive brand image with consumers compared to other brands.
Product Innovation
In response to consumer feedback and following extensive product innovation and
development, the NIVEA FOR MEN range has been expanded and the existing formulations
improved.