Nivea Marketing Plan

Q 1. Describe two pieces of data that NIVEA used when

preparing its marketing plan to re-launch NIVEA FOR MEN.

Answer: The marketing plan for the re-launch used past

performance and, forecast data to create a new marketing

strategy.

Q 2. Explain why NIVEA used football sponsorship to help

increase its sales of NIVEA FOR MEN products.

Answer: NIVEA used mixture of “above the line” and “below

the line” promotion for launching, they partnership with Power

league. They supported all the events of football because most

of the men in UK were passionate about the football, by

sponsoring football events they created a positive relationship

with the men, and build and maintain a consistent connection

with men which help to increase its sales.

Q 3. Using the case study, put together a SWOT analysis of

NIVEA’s position just before the re launch of NIVEA FOR

MEN.

Strength Well Known logo. Cost Leadership Strategy.

Weaknesses Focus purely on women as target customer.

Opportunities Innovation in a Product.

Threat Rebranding may or may not increase the share. Consumer may preferred old products.

4. Discuss how effective you think the marketing plan for

NIVEA FOR MEN has been.

Answer: NIVEA used Key Performance Indicator to assess re-

launch of NIVEA FOR MEN. Marketing plan was effective as

they met their overall targets. Sales increase by 20%. About

brand image, they got extremely positive response from

consumers as they voted them as Best Skincare in the FHM

Grooming Award 2008.