José Ignacio Campoverde
NIVEA FOR MEN
1)Describe two pieces of data that NIVEA used when preparing itsmarketing plan to relaunch NIVEA FOR MEN.
The marketing team set SMART objectives for the NIVEA FOR MEN relaunches. These are Specific, Measurable, Achievable, Realistic and Time constrained. This helpedthem set specific targets for increasing sales, growing market share and improving its brand image.
• Develop the NIVEA FOR MEN brand image. The NIVEA brand has always stood for good qualityproducts that are reliable, user-friendly and good value for money. The brand’s core values are security, trust, closeness and credibility. These values would be strengthened and expanded on with there-launch, to get more men and women to think of NIVEA as first choice for skincare.
• Another cornerstone of the UK marketing strategy for the re-launch was promotion. NIVEA sought to build onand develop the approach it had used in the past. In the 1980s, advertising in men’s style and fashion magazines along with product sampling was a major promotional tool. In the 1990s, the company usedradio, television and press advertising together with sampling. Since 2000, there has been a greater emphasis on consumer needs and an increasing use of experiential activities in the promotionalmix. Experiential marketing is about engaging consumers through two-way communications that bring brand personalities to life and add value to the target audience. This helps build an emotionalconnection between the brand and the consumers.
• Also NIVEA FOR MEN adopted a range of key performance indicators to assess the success of the NIVEA FOR MEN re-launch. For example the market shares,overall sales, brand image ratings, product innovation, etc.
In conclusion the NIVEA FOR MEN re-launch met its overall targets, which was a significant achievement, considering the difficult...