A report Submitted in partial fulfilment for the Requirement of Semester project.

FACULTY GUIDE PRESENTED BY:-DR. GARIMA MALIK AAYUSH BANERJEE ROLL NO. 18 MBA (M&S) 1st SEMESTER SECTION: - C AMITY BUSINESS SCHOOL

MARKETIING PLAN INSTRUMENT FOR SUCCESSIntroduction

The NIVEA brand is one of skin and beauty care the most recognized brands in the world. NIVEA was introduced in 1911 and the NIVEA brand now covers 14 product lines worldwide from solar products facial moisturizers, deodorants and shower products .

In 1980 when Beiersdorf , international company with NIVEA has launched its NIVEA FOR MEN vary internationally , he has innovated its product aftershave balm. It was the first balm on the market that does not contain alcohol, which can irritate the skin. It proved to be very popular with consumers.In 1993, NIVEA FOR MEN has developed a full range of male grooming products. This reflects the growing social acceptance of these products with male consumers. The brand was able to exploit his knowledge of the care market. The search for the company showed men wanted mainly skin care products that protected the face after shaving. The men were willing to buy products that have helped to 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 skin care products for men (preparations for face and shaving) in the UK were only 68 million with the male sector produces facial is that 7.3 million.

Sales of male grooming products increased steadily since the launch of NIVEA FOR MEN and the market in 2008 rose over 117 million with male facial products with a value of 49 million. NIVEA FOR MEN wanted to increase its share of the care market of men's skin in the UK. This case study examines how NIVEA re-launched the NIVEA FOR MEN range in 2008. This was part of its overall plan to develop the range in the UK. It shows how the company developed a marketing plan for the revival and organized its marketing activities to achieve its goals and objectives. The study focuses on how a company can respond to changes in consumer expectations, outside influences and business aims to achieve these goals.

What is amarketingplan?

A company needs to define the general direction of the business through a business plan. This plan sets out how the company is to achieve its objectives. The goals and objectives of a company inform and shape its business plan. An essential part of the overall business plan is the marketing plan. The relationship between the two planes is shown in the diagram .

Marketing involves identifying, anticipating and satisfying customer needs. A marketing plan takes the goals and objectives set, and then sets up a series of marketing activities to ensure that these objectives are achieved. Marketing plans may cover a period of time, but normally set out the activities for the next one to five years with a company or brand level.The main sections of the plan coverage:

SWOT and competitive analysis to assess whether the company or brand is now and what the competitors

Objectives that the plan needs to achieve

The marketing strategy of how the objectives will be achieved

How sales forecast sales may increase

Budget how much marketing activities will cost and how the plan will be financed

Evaluating how results will be monitored and measured.

There is no fixed model for a marketing plan. The structure of the plan and the amount of detail depends on the size of the brand, the time scale involved and how the market and the economy behave. However, NIVEA marketing plan for the revival of NIVEA FOR MEN closely follows the outline described here.

Assessing the market

The first step in developing a marketing plan is to conduct an evaluation of the company, its brands and products. This should include the assessment of the position of brand and market conditions. NIVEA FOR MEN needs to know that her male customers want and what competing products exist. And 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 and helping them choose what to buy products. NIVEA FOR MEN used a SWOT analysis to help assess the market. It takes a detailed look at the strengths and weaknesses internal to the company and the external opportunities and threats in the market.

Setting objectives

A successful marketing plan is based on the setting of clear and relevant objectives. These must be directly related to the goals and objectives of the company. In other words, the marketing plan should be consistent with the overall strategy of the company is stated in the business plan. Beiersdorf says its objective as "... to increase our market share through qualitative growth. At the same time, we want to further improve our performance sound results so we can meet the wishes and needs of our customers innovations today and in the future. This will give us a strong position in the global competitive environment.

The marketing team set SMART Goals NIVEA FOR MEN recovery. These are specific, measurable, achievable, and realistic (given available resources) and time constraints (to be achieved by a given date). The marketing team has used research data to predict market trends over the next three to five years. This helped them set specific targets to increase sales, market share growing and improving its image.

Beiersdorf wanted to increase its market share in the UK for NIVEA FOR MEN, but also wanted greater market penetration for male care products. In other words, he wanted not only a larger share of the existing market; he wanted to expand this market. He wanted more men who purchase care products. A key objective was to move men to simply consider them carefully to make real purchases of products. It also aimed to sell more men to women care products. Research has indicated that women were often the original purchaser of skin care products for men. NIVEA FOR MEN has used this essential fact as a way to increase opportunities for sales. Another objective was to develop brand NIVEA FOR MEN. The NIVEA brand has always been synonymous with quality products that are good value prices reliably, friendly and. The core values of the brand are safety, trust, closeness and credibility. These values could be strengthened and expanded with the re-launch, for more men and women to think of NIVEA as the first choice for skin care.

Marketing strategies

The NIVEA FOR MEN team designed marketing strategies to achieve its objectives. These strategies define how the goals would be achieved in the designated budget set by the management team. This emphasis on the development of combination products with a focus on consumer needs is a key differentiator for NIVEA FOR MEN. There is a major reason why the United Kingdom in the brand is still the market leader in the men's face care market.

Another cornerstone of the UK marketing strategy to re-launch was promoting. NIVEA has sought to build and develop the approach he had used in the past. In the 1980s, advertising in the style and fashion men's magazines and product sampling is a major promotional tool. In the 1990s, the company has used radio, television and in the press with sampling. Since 2000, there has been a greater emphasis on the needs of consumers and the increasing use of experiential activities in the promotional mix. Experiential marketing is about engaging consumers through two-way communications that bring VIPs to life and add value to the target audience. This helps build an emotional connection between the brand and consumers.It is important to get the right promotional balance. NIVEA FOR MEN promoted new launches its products through a mixture of-the-line above and below the promotion line. The use of sport is a key element here. NIVEA FOR MEN supported football events at a local level through its partnership with Power league to build positive relationships with men. This helped to create stronger brand affinity for NIVEA FOR MEN men. It also enabled the brand to build and maintain a consistent dialogue with men, which helps to boost sales.

The off-- online promotion including television and cinema ads, which reached a wide audience. Using the links with sports, NIVEA FOR MEN is to build a positive masculine image associated with care of male face. The brand also benefited press advertorials in popular men's magazines, making daily use of their products more acceptable. Promotions were used to attract new customers. For example, the distribution of free samples encouraged trial of NIVEA FOR MEN products that pushed the purchase. These promotions have helped to build brand awareness and familiarity of consumers that strengthen the NIVEA FOR MEN brand presence. There is a NIVEA FOR MEN website dedicated to the support of its products and provides information to educate men about their needs for skin care. To strengthen the brand a tool called "configuration" was created on the website to help customers identify their skin type and find the product that best suits their needs.

Conclusion - evaluating the plan

The marketing plan is a cycle that starts and ends with an evaluation. The last step in the marketing plan is to measure the results of marketing activities to the objectives and original targets. Continuous assessment allows the marketing team to focus on changing or introducing new activities to achieve the objectives.

NIVEA FOR MEN has adopted a series of key performance indicators to assess the success of the NIVEA FOR MEN re-launch in the UK. He looked at:

Market share - the re-launch Have accelerate this growth and help achieve its market share goals? NIVEA FOR MEN is market leader in many countries and is constantly gaining market share.

Overall sales - Was it in line with the objectives? Internationally, NIVEA FOR MEN Beauty products increased nearly 20%. Its sales in the UK market retail sales in 2008 were nearly 30 million and in line with expectations.

BRAND notes - NIVEA FOR MEN was the winner in the best range Skincare FHM Grooming award 2008 for the fifth consecutive year. The award was voted by consumers. It shows that NIVEA FOR MEN has a very positive brand image among consumers compared to other brands.

Product Innovation - In response to consumer feedback and following extensive innovation and product development, the NIVEA FOR MEN range has been expanded and improved existing formulations.

These results show that, in the UK, the NIVEA FOR MEN re-launch has met its overall objectives, which a significant achievement was given the difficult economic climate. The marketing plan for the revival has used performance and forecast data in the past to create a new marketing strategy. This built on the brand and the strengths of the company to take advantage of the increasing change men's attitudes to the use of skin care products.

QUESTIONS:-Q1. What is the difference between product range and product mix? Q2. How would the increase in marketing awareness affect Niveas day to day operations? Q3. Why is the FHM Grooming Award a good thing for Nivea? Q4. Why is it important for Nivea to identify a market segment? Q5. Above-the-line and Below-the-line promotion are prominent with Nivea. Why is this important?8