The following will describe how two different organisations use different marketing techniques to market their products and services.
Firstly i will describe the marketing techniques used by Nivea for Men. The Nivea brand is one of the most recognised skin and beauty brands in the world. Nivea first introduced products in 1911. They now have fourteen product ranges worldwide from; sun care, facial moisturisers, deodorant and shower products.
In 1980 the international company ‘Biersdorf’ that owns Nivea launched the Nivea for Men range. The range made a breakthrough with the aftershave balm. It was the first balm to be on the market that didn’t contain alcohol.
Nivea for Men developed a fuller range of male skincare products in 1993. The products took off as it reflected the growing social acceptance of men using skincare products.
In 1998 Nivea for Men was launched in the United Kingdom. This time total annual sales of men’s skincare products in the UK were reported at 68 million, with the facial products only worth 7.3 million.
Businesses are split into sectors; public sector and private sector. Both sectors impact on the aims and objectives of a business. For a public sector business the objectives could include;
• Service Provision - to provide services at an acceptable standard
• Growth of Range of Products and Services - to offer a varied range of services and therefore offer more products
• Cost Limitations - funds are limited to fund the business as money is allocated by local and regional governments
• Meeting Quality Standards - to ensure the business meets the quality standards that are set out
Businesses in the public sector are organisations that are ‘not for profit’ like; hospitals, schools etc.
For a private sector business the objectives could include;
• Survival - to ensure the business survives along with its competitors
• Growth - to ensure the business grows and therefore expand products/services
• Profit - to ensure the business...