Case Study - Nivea for Men

1042 WordsApr 11, 20115 Pages
MARKETING MANAGEMENT CASE STUDY – NIVEA FOR MEN [pic] Lecturer: Mr. George Wilds Due Date: February 27, 2011 TABLE OF CONTENTS INTRODUCTION………………………………………………………….………3 BRIEF HISTORY………………………………………………………..…………4 QUESTIONS AND ANSWERS……………………………………....................5-8 ← QUESTION 1……………………………………………………………….5 ← QUESTION 2……………………………………………………………….6 ← QUESTION 3……………………………………………………………….7 ← QUESTION 4………………………………………………………………8 CONCLUSION………………………………………………………...……….9 INTRODUCTION The NIVEA brand is one of the most recognized skin and beauty care brands in the world. The brand is owned by German company Beiersdorf. In 1911, NIVEA crème was introduced and the NIVEA brand now extends to 14 product ranges…show more content…
The use of sports was the key element here, NIVEA FOR MEN supported football events at the grass roots level through its partnership with power league to build a positive relationship with men. This helped create stronger brand affinity for NIVEA FOR MEN among men. It allowed the brand to build and maintain a consistent dialogue with men which helps to drive sales. QUESTION 3 Using the case study, put together a SWOT analysis of NIVEA’S position just before the re-launch of NIVEA FOR MEN. SWOT analysis of NIVEA for men are as follows:- Strengths ← Strong brand recognition in UK’s market; ← Strong financial base; ← Products offered are simple in design and effective; ← Aware of changing consumer demand; ← Used the same logo from beginning; ← Company invests in research and development; ← Has staff with the relevant skills; Weaknesses ← Focus more on women’s product before the launch of NIVEA FOR MEN and ← Old fashioned logo. Opportunities ← Increasing demand for men skin products; ← Men were becoming more conscious about their skin; ← Women becoming a target market, because women often buy male grooming products for their partners and ← Increase in market share among men and women. Threats ← Stiff

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