32184_NIVEA:NIVEA STUDY V6
23/6/09
15:25
Page 1
www.thetimes100.co.uk
Developing a marketing plan
Introduction
The NIVEA® brand is one of the most recognised skin and beauty care brands in the world.
NIVEA creme was first introduced in 1911 and the NIVEA brand now extends to 14 product ranges worldwide from suncare to facial moisturisers, deodorant and shower products.
In 1980 when Beiersdorf, the international company that owns NIVEA, launched its
NIVEA FOR MEN® range internationally, it broke new ground with its aftershave balm product. It was the first balm on the market that did not contain alcohol, which can irritate the skin. It proved to be very popular with consumers.
In 1993, NIVEA FOR MEN developed a
…show more content…
The main sections of the plan cover:
• SWOT and competitive analysis – to assess where the business or brand is currently and what competitors are doing
• objectives – what the plan needs to achieve
• the marketing strategy – how the objectives will be achieved
• sales forecast – by how much sales are likely to increase
• budget – how much the marketing activities will cost and how the plan will be financed
• evaluation – how outcomes will be monitored and measured.
There is no set model for a marketing plan. The structure of the plan – and the amount of detail – will depend on the size of the brand, the timescale involved and how the market and economy is behaving. However, NIVEA’s marketing plan for the relaunch of NIVEA FOR MEN follows closely the outline described here.
Assessing the market
The first step in devising a marketing plan is to conduct an evaluation of the business, its brands and products. This should include an assessment of the brand’s position and the state of the market. NIVEA FOR MEN needs to know what its male customers want and what competitor products exist. As well as targeting the male consumer, women are also an important target market for NIVEA FOR MEN. This is because women often buy male grooming products for their partners as well as helping them choose which products to buy.
NIVEA FOR MEN used a SWOT analysis to help it assess the market. This takes a detailed look at the
Use the Sample Marketing Plan in Ch. 2 of Marketing Management as a guide in developing the components of your plan.
Before proceeding with the next section (objectives), it is recommended that you complete the Marketing Plan Worksheet. Ask the academic mentor in the learning community for this if you do not have it.
The company has used the element of networking with the prospective marketers and ambassadors to market their products. The company has also used direct sales through fundraising to increase prospect of gaining more market.
A marketing plan can be viewed as a roadmap in which an organization navigates through a sequence of steps in order to promote a service, goods, or program (Thomas, 2015) (May, Apr 12, 2012). Therefore, in order to initiate the occurrence of any marketing activity, it is vital to have a marketing plan to follow in the event to create awareness, attract customers, and to gain business (Thomas, 2015). In having a marketing plan, the organization must delineate their marketing initiative through a sequence of designated steps by strategically organizing, marketing activities while defining who will be their targeted potential customers (Buttell, Jan/Feb 2009). In meeting the strategic objectives of a marketing plan, it should
Whilst making marketing decisions a business must decide their method of marketing. This will then be the way in which all future marketing activities will be planned. This is marketing planning. It has a huge number of benefits for any business. It’s influenced by the strategic plans of the business and its corporate objectives. Large public limited companies such as Nestle will usually have an overall plan for the business and has set objectives which they’re able to achieve. Smaller companies within the business will then create their own marketing plans which fit in with the overall strategic plan. The business has to consider several questions before coming up with the marketing plan:
Develop an action plan of strategies and tactics to be implemented. Finalize the marketing plan.
The target audience is both males and females in their late teens to mid twenties. This company gets the male side of the equation by getting their attention and interest drawn to an attractive woman scantly clad
* Male grooming product seemed to be a bright spot in the industry with the advent of male-specific personal care products that outpaced the growth in women’s beauty market
The main target market for the company is people of 15 and over years of the age, who represent healthy and luxurious lifestyle, and appreciate high quality product. Such people are mostly representatives of business who loves take care of their health and body: regular work out in gym, yoga, SPA, aroma therapies etc. Those people demonstrate elegant style in everything, starting from a coffee what they drink and finishing a shampoo or hand lotion what they use. Bright example of such group of customers can be those who prefer Starbucks coffee to Tim Horton’s one.
The main target group is female customers – 65 % of all customers. Women, according
Nivea is a German brand specializes in skin- and body-care owned by Beiersdorf Company. It began in 1911 when Beiersdorf developed the water in oil emulsifier as a skin cream with eucerit ‘the ancient Greek word for beautiful wax’ and named it Nivea.
Consequently Marketing Communications Plan is the marketing plan which promotional plan incorporates two or more integrated marketing communications mediums aiming to reiterate the same goals and objectives. Marketing Communications Plans are considered by many professionals as an excellent way to effectively communicate with target audience. The development of a cohesive and integrated marketing communications plan demands the adoption of a systematic process to ensure that all dimensions of the plan are carefully and considered (Yeshin, 1998, p. 70). the
SWOT analysis is a tool to list and contrast external opportunities and threats with internal strengths and weaknesses (Glowik & Smyczek 2011). Q&M is the dental market leader with a established reputation and large network of clinics. However, the organization will have to improve on the self service technology and TV media marketing in order to prepare for the opportunities (Glowik & Smyczek
Westwood, J., 2002, The Marketing Plan: A step-by-step Guide. 3rd ed., London, Kogan Page Limited, p
As an entrepreneur who has formed a new small business I understand the need for a marketing strategy. A marketing strategy identifies the planned marketing programs, all the marketing activities that a business will use to achieve its marketing goals, and when those activities will occur (Ebert and Griffin 349). A marketing strategy is all about planning the marketing mix, which includes product, price, place, and promotion. But, first selecting and analyzing a target market for the marketing mix and product is best for satisfying the target market and the firm’s marketing efforts. As an entrepreneur, it is my responsibility to understand the marketing strategy, to select and analyze a target market, and create and maintain a marketing