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Acknowledgement
We take immense pleasure in thanking Prof. Sham Sharma Sir for having permitted us to carry out this assignment. We wish to express our deep sense of gratitude to our internal integration of our group members for Internal Guide, for able guidance and useful suggestions, which helped us in completing the assignment, in time. Needless to mention that Prof. Sham Sharma, who had been a source of inspiration and for his timely guidance in the conduct of our assignment. Words are inadequate in offering our thanks to all the resources from which we have been crossed, and the encouragement and cooperation in carrying out the project. Finally, yet importantly, we would like to express our heartfelt thanks to our beloved parents for their blessings, our
friends/classmates for their help and wishes for the successful completion of this assignment.
THANK YOU
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Contents Acknowledgement................................................................................................ 2 Executive Summary................................................................................................ 4 Introduction ........................................................................................................... 5 MARKETING PLAN .................................................................................................. 7 SWOT ANALSIS ....................................................................................................... 8 STRENGTH ...................................................................................................... 8 WEAKNESS ..................................................................................................... 9 OPPURTUNITY ................................................................................................ 9 THREAT .......................................................................................................... 10 Q.1) Prepared by: Rakesh kr singh, Rakesh Roshan & Rashika Gautam. ............... 11 Two pieces of data that Nivea used while preparing its marketing plan to relaunch Nivea for men ...................................................................................................... 11 Q.2) Prepared by: Rakesh Kr Singh, Rashmi verma & Ritesh Kr Prasad................. 12 Reason for sponsoring football that increase its sales for NINEA FOR MEN. ........ 12 Q.3) Submitted by: Rakesh Roshan& Rashmi Verma ............................................ 13 Using the case study , put together a SWOT analysis of NIVEA s position just before the relaunch of NIVEA FOR MEN. ............................................................. 13 Q.4) Submitted by: Ritesh Kr prashad & Rashika Gautam .................................... 15 Effective marketing plan for NIVEA FOR MEN ...................................................... 15 Conclusion ........................................................................................................... 17 BIBLIOGRAPHY ..................................................................................................... 18
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Introduction
The Nivea brand is one of the most recognized skin and beauty care brands in the world. Nivea cream first came in the market in 1911 and the NIVEA brand now extends to 14 product ranges worldwide from suns care to facial moisturizers, deodorant and shower products. When in 1980 Beirsford launched its Nivea for men internationally, it came up with its after balms shave balm product, as it was the first balm in the market that didnt contain alcohol, which can irritate the skin so it became very popular among its customer. Now the customers were looking for those product which protected the face from irritation after shaving and that could give the calm and sooth irritating after shave. The Nivea had launched its product Nivea for men in the UK market in 1998. At that time total annual sales of men's skincare products (facial and shaving preparations) in the UK were only 68 million with the male facial product sector worth only 7.3 million. Sales of male skincare products have grown steadily since the launch Nivea for men and the market in 2008 was worth over 117 million with male facial products worth 49 million. The success of Nivea was possible because of its planning and marketing strategy. The company had set its goal and objectives and implemented its task accordingly. One of the reason for the success of its product was that it adopted the promotional activity
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promotional strategy, pricing strategy to attract more and more customers towards their product, different marketing plans were adopted by the company before launching its product in the market. It had also used all its marketing plan so that its product can survive in the market. The marketing plan consists of the following : S W O T Analysis The implementation on plan Marketing strategy
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SWOT ANALSIS
SWOT or the competitive analysis is done to know the current position of the business, and what are the internal and the external factor that is affecting it.
STRENGTH:
Nivea for men had identified several strengths in UK market leading male facial skincare brand which gave it strong brand recognition. Sound financial base, so it had the resources to put together a strong marketing campaign. Researchers with the scientific skills to develop products that men wanted. It had the brand recognition before relaunching of the product. The other strength of Nivea for men was as: First company to launch non-alcoholic after-shave balm. It had well known logo. Giving emphasis on cost leadership strategy Promotional strategy Product category and over 300 products The product available in more than 150 countries
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OPPURTUNITY One clear opportunity was that the market was growing NIVEA FOR MEN had seen an increase in the sales of male skincare products and it wanted a greater share of this market. The company wanted to take advantage of changing social attitudes. Men were becoming more open, or certainly less resistant, to facial skincare products. Nowadays women do shopping in behalf of men so it have the opportunity to capture the attention of both genders, as it produces the product for both. The sales volume can be increased by affective advertisement as today the men are attracting more towards the facial product. Earlier it had the advantage that it was the only one company to produce male creams and balms. So it have the maximum market share. Some other opportunity are: Brand image
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THREAT However, as the market for male skin care products grows, there are threats that consumers were becoming more conscious of different substitutes products. They were also very conscious about the price of the product. They often expected sales promotions such as discount and offers. Risk of competitors entering in the market, Nivea for men needed to differentiate its products in order to ensure that in an increasingly competitive market, its marketing activity gave positive return on investment in terms of sales and profit. The following are some of the threats: increasing global competitors people may prefer traditional look rebranding may downfall the sales volume consumers becoming more price conscious
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NIVEA FOR MEN Q.1)Preparedby: Rakeshkrsingh,RakeshRoshan&RashikaGautam. Two pieces of data that Nivea used while preparing its marketing plan to relaunch Nivea for men.
The data which Nivea used during relaunch of its product was based according to the customer expectation. Their marketing plan involves analysing identifying and satisfying their customers. Their marketing plan was to capture a big share in market and explore its product internationally. When we wanted to relaunch the brand, Nivea for men we took the use of two datas namely: S W O T analysis Business plan A swot analysis is, as the name indicates, analysis that shows a companys strengths and weaknesses, the opportunities it has and the threats it phases, and it used to measure how the company can grow the current status of the company. Strengths and weaknesses are the companys micro environment while opportunities and threats are micro environment. We can state this environment as the condition close to a company, such as suppliers, customers, competitors and so on. The second data that company used was the business plan, it is that plan which is used to study the future activities of the company. This can be over financial, marketing, production plans and so on. It also used those past performance data for marketing plan and it was of tremendous benefit in analysing about the market situation
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Q.2) Prepared by: Rakesh Kr Singh, Rashmiverma&Ritesh Kr Prasad Reason for sponsoring football that increase its sales for NIVEA FOR MEN.
Everyone is aware of that Nivea used football players to promote Nivea for men, and they might conclude that the output of the promotion had been very positive. They used football players because the product line of cosmetic products from the slide of men were very low. Analysis and surveys showed that women are likely to purchase cosmetic product for their partners, and therefore Nivea supported football events across UK to build up the positive relationship with men. As before maintained this created acknowledgement for Nivea for men among men, this we usually call brand affinity. Beside this, the promotion also created conversation between Nivea and men, where women were an
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Q.3) Submitted by: RakeshRoshan&RashmiVerma Using the case study, put together a SWOT analysis of NIVEAs position just before therelaunch of NIVEA FOR MEN.
Swot analysis of Niveas position just before the relaunch of Nivea for men STRENGTH y the logo is very familiar - Nivea has well known branded name so it was easy for them to target audience and was easily trustworthy. y Simple effective design- The design of the logo is simple and effective and easy to recognize. y Cost leadership strategy- Their cost was comparably lower than their competitors so this was the reason they were able to sustain in their market. the strategy of the
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BIBLIOGRAPHY
www.niveaformen.co.uk www.niviacasestudy.com www.niveaproduct.com www.nivea.com www.goole.co.uk Marketing management (Philip kotler)
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