NIVEA
Q.1 Describe two pieces of data that NIVEA used when preparing its marketing plan to re-launched NIVEA FOR MEN? The NIVEA brand was one of the most recognised skin and beauty care brands in the world; it was first introduced in 1911. There were lots of reputed product or bases used to market or advertised this brand but the owner seems too looked disappointed to market or advertised this brand. There were also used market plan to make this brand more attractive and respond able for the customers .As well as different strategies were used to prepare the marketing plan of NIVEA. The first one by improve the formula of the products and the other was to extend the NIVEA FORMEN product range. In other words we can say
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-Risk for target audience while product range still relevant or not.
-Weather it have the right sales and distribution outlets or not.
-Market research up-to-date or not.
Opportunities:
-The growing of market was the clear opportunity
-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 open or certainly less resistance to facial skincare products.
Threats:
-The risk of competitor’s entering the market NIVEA FOR MEN needed to differentiate its product in order to ensure that in an increasingly competitive market its marketing activity gave positive return or investment in terms of sales and profits.
-Consumers were becoming more knowledgeable and price conscious. They often expect sales promotions such as discounts and offers.
From the above points we can easily understand the SWOT Analysis just before the re-launch of NIVEA FOR MEN.
Q.4 Discuss how effective you think the marketing plan for NIVEA FOR MEN has been?
As we know NIVEA is one of the most recognized skin and beauty care brands in the world. It was introduced in 1911 and NIVEA brand now extends to 14 products ranges worldwide from sun care to facial moisturizers deodorant and shower products.
The NIVEA FOR MEN brand was launched in the UK in 1998. At that time
They are women with incomes of $25,000 or more a year that care about their appearance and spend money on beauty products. They tend to have curly or frizzy hair. They are women that tend to use beauty salons and keep up with fashion and fashion trends.
When marketing any kind of product, the producer should take in to consideration the elements that will impact their business. If they can come up with solutions to these problems then they products are more than likely to succeed.
* 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
Companies across the world are determined to compete for the survival of their brands. The magnitude of success of the marketing and advertising strategies of a new or existing product is majorly depended upon the organization itself. As a matter of stated facts when an organization advertises its products in the market they first have to identify the relevant answers of some questions like what is the product aiming at? What benefits will the user seek by this product? How the organization plans to position itself within the market and what differential advantages will the product offer over the competitors. Because the bottom line of all marketing and advertising campaigns, is to provide the suitable collection of benefits to the end users of the product. Successful companies are usually recognized as iconic brands. Success of a
3) Capitalize on the renewed strength on the brand name by extending it to other mens’ grooming products.
1. Problem Statement: Paramount Health and Beauty Company having difficulty to choose position their new product (Clean Edge) in the market.
Our growth opportunity will also need to target men. In 2011, purchases from the men’s department accounted for 15% of total sales and in 2012, 16%. This is in comparison to purchases from the women’s department accounted for 66% in 2011 and 65% in 2012. The target audience will definitely need to be for men as they are the market with the most growth potential at the moment.
Nature Care products recognizes the unique expectations from individual consumers and have developed its niche product lines, such as make up, perfume, body deodorant, nail polishing, lipsticks, hair dyes, etc. These products intend to solve customers’ skin problems with the quality to offer specific therapy and cosmetics solutions. With the demands of various consumers Nature Care products main marketing objective is to provide a product range in each niche to fit various customers ' needs.
Young girls are more concerned about acnes and blackheads while mature women are looking for anti-aging and anti-wrinkle products. Genders do affect the choice of skin care products. In the past, skin care products only belong to the girls’ world. Nevertheless, in recent years, men are increasingly becoming more and more concerned about skin care. With a view to this latest trend, various brands have started developing men’s line. Income level directly affects the purchasing power of customers. Skin care products take up a wide range of price levels from far less than a hundred dollars to more than a thousand. Young girls who do not have any income cannot afford the expensive skin care products while mature women with higher purchasing power focus more on quality and effectiveness. Occupations also determine the need for skin care products. Models and artists generally have a higher consciousness on skin care than people with less exposure to the public.
Strengths of this brand include: it is the 4th largest marketer, brand longevity, and it has a large/high awareness in big cities. Its’ weaknesses are: low market share, low market coverage, limited bottlers’ network, relatively low advertising
Buyers are increasingly price-sensitive and value conscious and are more likely to make purchasing decisions based upon perceived price\value.
Above is the reason why Neutrogena’s positioning is to built on a “kind to the skin,” residue-free soap formulated for pH balance (distinct from soap that can be commonly found in the market by looking like a drug co). It advertises in medical journals, sends direct mail to doctors, attends medical conferences, and performs research at its own Skincare Institute. To reinforce its positioning, Neutrogena originally focused its distribution on drugstores and avoided price promotions.(the way it implemented its strategies)
Cosmetics fall into their own marketing arena. It is the only other product, besides food, that consumers are in constant need of because cosmetics are used in our everyday lives. Cosmetics, in order to have any type of customer base, are made with great quality in mind. With all these different brands offering the same types and qualities of products, Dove had to branch out into another important segment of this cosmetics market. Cosmetics are being used just as much by men as they are used by women, and it is important that a cosmetics product line can compete in the market of men’s products as well. Dove’s main competitors, Nivea, L’Oreal, and Garnier, have not crossed into making men’s products. The lack of men’s products gives Dove a competitive advantage in their arena. Dove has dominated in this category through their marketing and different direction.
The main target group is female customers – 65 % of all customers. Women, according