The NIVEA® brand is one of the most recognized skin and beauty care brands in the world. The company is owned by the German company Beiersdorf. NIVEA crème was first introduced in 1911 and was mainly for women. In 1980, the company launched its NIVEA FOR MEN® range internationally. It broke new ground with its aftershave balm product. Through the years, it had developed additional products for its men’s line of products. The NIVEA FOR MEN brand was launched in the UK in 1998. This case study examines how NIVEA re-launched the NIVEA FOR MEN range in 2008.
PROBLEM DEFINITION AND ANALYSIS
1. Describe two pieces of data that NIVEA used when preparing its marketing plan to re-launch NIVEA FOR MEN.
One of the data that NIVEA used when preparing its marketing plan was the SWOT analysis to assess the market. They listed their Strengths, Weaknesses, Opportunities and Threats to determine the company’s position and the state of the market. It is like a looking at the company from the outside so that they can evaluate its current status and achieve their goals and objectives for the re-launch.
Another data that they used was the annual sales for the years 1998 and 2008. In 1998, their annual sales was around £68 million (£7.3 million from facial products) and £117 million (£49 million from facial products). In connection to this one, they were UK’s leading male skin care brand. For their re-launch, they wanted to increase its UK market share and they wanted greater market penetration for male skincare products.
2. Explain why NIVEA used football sponsorship to help increase its sales of NIVEA FOR MEN products.
The setting for the re-launch of NIVEA FOR MEN was in the UK where it was its leading male skin care brand. UK is located in Europe and when we talk about European countries and UK in particular, it is football that is their number 1 sport. It is more famous than basketball and baseball. Sports personalities rank on the top...