Nivea's marketing plan for the re-launch of Nivea for Men utilized past performance and forecast data to develop a new strategy, along with football sponsorship to engage male consumers. The SWOT analysis highlighted strengths like a well-known logo and weaknesses in targeting, while presenting opportunities for product innovation and threats from consumer preferences. The plan proved effective, achieving a 20% sales increase and receiving positive consumer feedback at the FHM grooming awards.

1. Nivea Marketing Plan
Q 1. Describe two pieces of data that NIVEA used when
preparing its marketing plan to re-launch NIVEA FOR MEN.
Answer: The marketing plan for the re-launch used past
performance and, forecast data to create a new marketing
strategy.
Q 2. Explain why NIVEA used football sponsorship to help
increase its sales of NIVEA FOR MEN products.
Answer: 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.
Q 3. Using the case study, put together a SWOT analysis of
NIVEA’s position just before the re launch of NIVEA FOR
MEN.
Strength
Well Known logo.
Cost Leadership Strategy.
Weaknesses
Focus purely on women as
target customer.
Opportunities
Innovation in a Product.
Threat
Rebranding may or may not
increase the share.
Consumer may preferred old
products.

2. 4. Discuss how effective you think the marketing plan for
NIVEA FOR MEN has been.
Answer: NIVEA used Key Performance Indicator to assess re-
launch of NIVEA FOR MEN. Marketing plan was effective as
they met their overall targets. Sales increase by 20%. About
brand image, they got extremely positive response from
consumers as they voted them as Best Skincare in the FHM
Grooming Award 2008.