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Applied marketing communication assignment

   

Added on  2021-04-24

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Running head: APPLIED MARKETING COMMUNICATIONApplied Marketing CommunicationName of StudentName of UniversityAuthor Note
Applied marketing communication assignment_1

1APPLIED MARKETING COMMUNICATIONExecutive summaryThe report is based on the effectiveness of marketing communication and the manner inwhich organisations can use it to gain a competitive advantage. The report focuses on Nivea,one of the best customer goods producing company. The headquarters of the company issituated in Germany and since its inception in 1911; it has grown to be the best cosmeticcompany in the word. Nivea is a household name in the cosmetic product industry and is bestat providing differentiation of various products. Lately, however, criticism and monotonousdesigning of products have failed to impress the customers. The report highlights thechallenges faced by the company by taking into consideration the situation analysis of thecompany. Opportunities regarding gaining customer base and mitigation of the threat ofbeing termed as a racially discriminating company are analysed in the report. Appropriatemarketing communication mix elements are formed keeping in mind the marketingcommunication objectives of the company. The conclusion of the report is drawn based onthe manner in which Nivea can improve its target audience in the market and regain thepopularity by making the customers trust the product.
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2APPLIED MARKETING COMMUNICATIONTable of contentsSituational analysis.....................................................................................................................3Target audience..........................................................................................................................4Marcom objectives.....................................................................................................................5Marketing communication mix..................................................................................................6Conclusion................................................................................................................................10Reference..................................................................................................................................12
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3APPLIED MARKETING COMMUNICATIONSituational analysisSituational analysis can be considered as a method that most organisations undertaketo understand the internal and external capabilities and the resources that are possessed. Thisinvolves analysing the business environment of an organisation and developing plans to comewith a solution suitable for gaining competitive advantage. The situational analysis is mainlydone to understand the current position of the market and the manner in which the currentposition can be made better in the future (Belch et al. 2014). In the case of Nivea, the analysisneeds to be done based on the challenges and trends of the company.According to Kellaris and Machleit (2016), the trend of a product or organisationdetermines the manner in which the business is conducted. Conducting a business can resultin the rise of good as well as bad factors that may promote the name of the organisations. Onesuch example of a negative trend about Nivea is the fact that the company has been termed asracist for trying to market skin brightening creams to the women in Africa. This had created ahuge controversy in the business particularly to the branches set up in the African continent. The high trend that Nivea has set is the fact that the company is known for makingproducts that are different from one another. As stated by Dinnie (2015) the companyprovides varieties of products that are innovative as well as have different characteristics.Each of the products of Nivea is directed to address a certain brand of customers and satisfytheir needs. In this regard, some of the challenges that are faced by the company can behighlighted. One of the challenges faced by the company is with the designing of the cover ofthe products. Despite being one of the biggest names in the consumer goods industry, thedesigning of the cover of Nivea products lead to the loss of its popularity (Nivea.com 2018).
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