Finance Manager
UNIVERSITY OF SCIENCE & TECHNOLOGY
Y E M E N
UNIVERSITY OF SCIENCE & TECHNOLOGY
Y E M E N
SEPTEMBER SEMESTER 2012
BMMK5103 MARKETING MANAGEMENT
ASSIGNMENT
Case Study, NIVEA FOR MEN
Submitted by: Abdulsalam Al-Souhigi
Academic No.201110007 Dr. NABIL ALABSY
Table of Contents
1. Question No. 1 ………………………………………………….. 3 2. Question No. 2 ………………………………………………….. 4 3. Question No. 3 ………………………………………………….. 5 4. Question No. 4 ………………………………………………….. 6 5. References ………………………………………………………. 9
Q1.
Describe two pieces of data that NIVEA used when preparing its marketing plan to
Re-launch NIVEA FOR MEN.
NIVEA re-launched the NIVEA FOR MEN rang in 2008 in order to increase its UK market share for NIVEA FOR MEN and to achieve a greater market penetration for male skincare products. NIVEA marketing team developed a marketing plan which contains list of actions that at the end satisfying the customer needs. Several marketing researches were conducted to strength the brand’s core values to get more women and men to think of NIVEA as first choice for skincare.
NIVEA used the following data to re-launch NIVEA FOR MEN; * Past performance data. Market research (e.g. market analyses, consumer research findings, Beiersdorf skin research Centre) supplements NIVEA FOR MEN with valuable inputs on the past performance. For example, the research indicated that women were often the initial purchaser of skincare products for men .NIVEA FOR MEN used this key fact as a way to increase opportunities for sales.
SWOT analysis also was an effective methodology which made a significant contribution to assessing the company’s position ad as well as the state of the market. The SWOT analysis showed that the product has potential opportunities to grow up as the risk of competitors entering the market is slightly low due to the fact that they need to differentiate their products. In additional to that the company had a sound financial base
Y E M E N
UNIVERSITY OF SCIENCE & TECHNOLOGY
Y E M E N
SEPTEMBER SEMESTER 2012
BMMK5103 MARKETING MANAGEMENT
ASSIGNMENT
Case Study, NIVEA FOR MEN
Submitted by: Abdulsalam Al-Souhigi
Academic No.201110007 Dr. NABIL ALABSY
Table of Contents
1. Question No. 1 ………………………………………………….. 3 2. Question No. 2 ………………………………………………….. 4 3. Question No. 3 ………………………………………………….. 5 4. Question No. 4 ………………………………………………….. 6 5. References ………………………………………………………. 9
Q1.
Describe two pieces of data that NIVEA used when preparing its marketing plan to
Re-launch NIVEA FOR MEN.
NIVEA re-launched the NIVEA FOR MEN rang in 2008 in order to increase its UK market share for NIVEA FOR MEN and to achieve a greater market penetration for male skincare products. NIVEA marketing team developed a marketing plan which contains list of actions that at the end satisfying the customer needs. Several marketing researches were conducted to strength the brand’s core values to get more women and men to think of NIVEA as first choice for skincare.
NIVEA used the following data to re-launch NIVEA FOR MEN; * Past performance data. Market research (e.g. market analyses, consumer research findings, Beiersdorf skin research Centre) supplements NIVEA FOR MEN with valuable inputs on the past performance. For example, the research indicated that women were often the initial purchaser of skincare products for men .NIVEA FOR MEN used this key fact as a way to increase opportunities for sales.
SWOT analysis also was an effective methodology which made a significant contribution to assessing the company’s position ad as well as the state of the market. The SWOT analysis showed that the product has potential opportunities to grow up as the risk of competitors entering the market is slightly low due to the fact that they need to differentiate their products. In additional to that the company had a sound financial base
References: http://en.wikipedia.org/wiki/SWOT_analysis http://www.nivea-international.com/about-us/beiersdorf /history http://www.cmdglobal.com/analysis/brand_experts/Nivea/Smoothly/does/it http://www.authorstream.com/Presentation/pratikkal-440119-presntation-case-study-nivea/ http://www.scribd.com/doc/34764121/Nivea-14-Full E. http://www.nivea-international.com/about-us/beiersdorf /history