Case study Nivea
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 fuller range of male skincare products. This reflected the growing social acceptance of these products with male consumers. The brand was able to exploit its knowledge of the skincare market. The company’s research showed men mainly wanted skincare products that protected the face after shaving. Men were willing to buy products that helped calm and soothe irritated skin caused by shaving.
The NIVEA FOR MEN brand was launched in the UK 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 of NIVEA FOR MEN and the market in 2008 was worth over £117 million with male facial products worth
£49 million.
CURRICULUM TOPICS
• Marketing plan
• SWOT analysis
• Marketing strategies
• SMART objectives
GLOSSARY
Marketing plan: A plan to identify and then meet consumers’ requirements. Aims: The general end purposes towards which an organisation focuses its activities.
Objectives: The end purposes that an organisation or individual seeks to achieve.
External influences: activities beyond the control of the
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 fuller range of male skincare products. This reflected the growing social acceptance of these products with male consumers. The brand was able to exploit its knowledge of the skincare market. The company’s research showed men mainly wanted skincare products that protected the face after shaving. Men were willing to buy products that helped calm and soothe irritated skin caused by shaving.
The NIVEA FOR MEN brand was launched in the UK 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 of NIVEA FOR MEN and the market in 2008 was worth over £117 million with male facial products worth
£49 million.
CURRICULUM TOPICS
• Marketing plan
• SWOT analysis
• Marketing strategies
• SMART objectives
GLOSSARY
Marketing plan: A plan to identify and then meet consumers’ requirements. Aims: The general end purposes towards which an organisation focuses its activities.
Objectives: The end purposes that an organisation or individual seeks to achieve.
External influences: activities beyond the control of the