A marketing plan is a process that starts and ends with an assessment. In the marketing plan, the final phase measures the result of the marketing activities against the original targets and aims. The marketing team is capable of introducing new activities to achieve objectives through continuous evaluation. Various strategies performance indicators were adopted that aimed at evaluating the success of NIVEA FOR MEN re-launch in the UK. It focused on the market share, overall sale, brand image rating, and product innovation. The results indicate that the re-launch of NIVEA FOR MEN in the UK met the objectives that had been set which was a success bearing in mind the difficult economic situation. While coming up with the marketing, Nivea relied on forecast data and passed performance in creating a new marketing strategy.
Nivea re-launched NIVEA FOR MEN in 2008. As such, it developed a new marketing plan to increase its market penetration and share. While preparing the marketing plan, Nivea used two pieces of data to create an appropriate approach for growth.
Assessing the market
Nivea carried out an assessment to find out the position of the brand and the state of the market and the current competition. It used SWOT analysis to analyze the internal strength and weaknesses to take to take advantages of the available opportunities and deal with the threats that might hamper growth.
Nivea realized that for the marketing plan to be successful, it needed to have a clear and relevant objectives. The marketing team came up with SMART objectives which assisted the company in achieving its goals. These are Specific, Measurable, Achievable, Realistic and Time constraints.
Nivea had two ways to promote the product range; above-the-line promotion and below-the-line promotion. It made use of below the line promotions to associate the brand with football to heighten the image of the brand among men. Through football sponsorship, Nivea was able to associate itself with football athletes and maintained a continuous dialogue with footballers to associate a kind of masculine image to the product. The strategy was successful as male customers saw that the brand to be highly associated with footballers. Because more men support football, most of them were attracted to the product.
The company was the leading skin and beauty care brand in the United Kingdom.
Nivea was financially stable and was capable of exploring the market
Nivea had qualified staff with required skills to promote the product
The company was not sure if the product was still relevant to customers
Nivea was concerned about the existing sales and distribution network
Was market research up-to-date?
Increase in sales of male skincare product
The growing market
Risk of competition
Price conscious consumers
Since the re-launch of the product, the market worth currently stands at 49 million from 7.3 million. At the moment, Nivea is one of the most recognized skins and beauty care brand globally
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