Modernized Marketing Strategies Analysis

The assignment presents an analysis of a company's modern marketing strategies. It highlights the company's adoption of advanced tools and techniques for product manufacturing and promotion through various media like commercial advertisements, television, and social media. The report emphasizes the company's focus on reaching a global audience and achieving its marketing objectives.

DEVELOP A
MARKETING
PLAN

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Q1. Two pieces of data for preparing its marketing plan to re-launch NIVEA FOR MEN...1
Q2. NIVEA uses football sponsorship for increase the sales of NIVEA FOR MEN
PRODUCTS...........................................................................................................................1
Q3. SWOT analysis of NIVEA before re-launch of NIVEA FOR MEN..............................2
Q4. Whether marketing plan of NIVEA FOR MEN is effective or not.................................2
TASK 2............................................................................................................................................3
PART A Developing Marketing Strategies............................................................................3
1 Overview of the company...................................................................................................3
2 Features, characteristics and benefits of new products.......................................................3
3. Targeted market area..........................................................................................................3
4 Marketing objectives...........................................................................................................4
5 SWOT analysis....................................................................................................................4
6 Barriers of NIVEA while formulating marketing objectives..............................................4
7 PEST analyse for company's external macro environment.................................................4
8 Factors in external environment which have an impact on company's marketing objectives
................................................................................................................................................5
9 Appropriate marketing strategies for achieving company's overall goals and objectives...5
PART B Marketing Plan........................................................................................................6
Uniqueness about the product................................................................................................6
Customer’s needs and wants..................................................................................................6
NIVEA is using marketing plans by using model structure...................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing plan can be said as a blueprint or document that helps a company to draft an
overview about their plans and strategies. NIVEA is a brand which manufactures beauty care
products. NIVEA for MEN was launched in 1993 that deals in male skin products. This
assignment is based on skills and knowledge which is required to be evaluated for marketing
strategies. Performance criteria and competency has also been mentioned. SWOT and PEST
analysis will helps them in evaluating their stand in market areas (Armstrong and et. al., 2014).
TASK 1
Q1. Two pieces of data for preparing its marketing plan to re-launch NIVEA FOR MEN
NIVEA is one of the famous company and many people recognise them as a well-known
beauty products. In earlier times they were using old market plans in order to attract more and
more people towards their organisation. The firm has easily re-launched their product without
any difficulty and focussed more on the quality of products. An initial commodity which was
launched by NIVEA was mainly women centric but after 1993 they have focussed on making
products related to men. The first piece of data which organisation should keep in mind is to
analyse their past performance before re-launching their products so that they eliminate all the
issues for successful launching (Chaffey, Smith, 2013). This will assist them in decision making
in a proper manner. For making products more reliable they should manufacture commodities
according to the needs and wants of their customers. Second piece of data is making an
appropriate plan through which they can attract more and more customers. They can use above
line endorsement: Under this company focus on spending more advertising their products
through televisions, magazines etc., below line endorsement: This can be known as indirect
spending upon promotional activities.
Therefore, marketing expert of NIVEA should make some objectives which are realistic,
measurable, achievable and specific in nature. This will help them in providing better image in
front of their customers.
Q2. NIVEA uses football sponsorship for increase the sales of NIVEA FOR MEN PRODUCTS
NIVEA is a big organisation thus, it is essential that they make effective business plans
so as to achieve their set targets and goals. Company is organising various promotional activities
in order to aware their consumers about the new products. Football is most popular game and
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mostly watched by men. Thus, NIVEA is using football sponsorship so as to make their
customer aware of their new products.
Q3. SWOT analysis of NIVEA before re-launch of NIVEA FOR MEN
STRENTHS WEAKNESSES
 As per the given case study company
has now around 14 products that
includes facial moisturisers, deodorant
and shower products.
 Increased their market sales from £117
to £49 million in 2008.
 Earlier they were focussing on women
as they were the targeted customer.
 Customers are in a dilemma whether
their products are relevant or not.
OPPORTUNITIES THREATS
 NIVEA FOR MEN has gradually
increased its sales and productivity and
this has enhances its shares.
 As the increase in Smart Customers
they are becoming more
knowledgeable.
Q4. Whether marketing plan of NIVEA FOR MEN is effective or not
NIVEA is a famous company throughout the world and have made alterations as per the
current market scenario. The brand was launched in 1998 and steadily marks their position in the
market area. For creating a better relation with their customers it is important that they take
feedback from customers so as to improve their products in a better way. Good communication
with market will provide them better area to sell their products. Effective planning aid an
organisation to increase economic performance by which they can manufacture more and more
goods (Pulizzi, 2014). Approximately NIVEA has acquired around 15% of the market shares that
is basically skin care products and this is gradually enhancing the market value across the globe.
Plans which company should keep in mind before re-launching any products are as follows:
 Identifying best market areas from where they can gain maximum profits and
productivity.
 Develop market shares in proper manner.
 Manufacture product for target customers so as to attract more people.
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Therefore, marketing team should make those strategies from which they can forecast the
changing market trends. Rapid growth in their business is enabling them in enhancing their brand
image. All the mediums which they are using are providing them benefits and helping them in
attaining the goals and objectives.
TASK 2
PART A Developing Marketing Strategies
1 Overview of the company
NIVEA is a globally recognised brand that manufactures products related to beauty
products for both men and women. This company is owned by a German firm named as
Beiersdrof. The organisation was first established in the year 1911 and till now it is giving tough
fight to the rival companies like: Eucerin, and La Praire, plus Labello etc.,
2 Features, characteristics and benefits of new products
NIVEA is trying to introduce a fresh product in the market which will be unique in
nature. They are thinking of launching a different variety of deodorant which both men and
women can use. When this product will come in the market it will grab the attention of more and
more people and this will be skin friendly. Features: All the products which come under this are cost effective. They have good
moisturising properties which remain for 48 hours. Fragrance which comes out of this is
mild that sooth the feeling. Characteristics: Ingredients which are used in this help reduce the growth of bacteria
who are responsible for the body odour. They are using aluminium salts in order to
decrease the sweat from sweat glands (Peck and et. al., 2013).
 Benefits: They provide with quality products to their customers which assist them in
gaining loyalty of targeted consumers. Containers in which they provide deodorants are
eco-freindly in nature.
3. Targeted market area
The new product was launched in the market area of Australia through which company
wants to have a good relation with their customers. Targeted market area was women aged
between 18 – 35. As they are more protective and care their about their skins which assist them
in boost their confidence. But now they are also focussing on manufacturing products related to
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men. They are using various sponsorships for promoting their products amongst people.
Therefore, NIVEA is more like a feminine i.e. soft and caring in nature.
4 Marketing objectives
The main purpose of launching this product is to attract more and more people towards
their company and on the same time to create awareness of their quality goods in the minds of
customers. For this they have implemented certain tools and techniques through which they can
get better results (Roep and Wiskerke, 2012).
5 SWOT analysis
Strengths: Launching new products in targeted area will gradually increase their
revenues and productivity. This will provide more strength to work effectively in order to attain
their set targets.
Weaknesses: Introducing fresh products may not get much recognition as they may feel
like the product is not relevant.
Opportunities: Debut of new commodities will aid organisation to expand their business
in those areas which they have not explored yet. Better sales of their products will assist them in
achieving better market shares.
Threats: Increasing in rival companies, selling the same commodities is the biggest risk
that is present in the current market situations.
6 Barriers of NIVEA while formulating marketing objectives
For making marketing objectives it is necessary that company uses advance tools and
techniques through which they can provide best quality products to their customers. For giving a
tough fight to their competitors it is required that managers knows the policies which have been
implemented by rival organisation. Customer's preferences is also one of the important element
which should be taken into consideration so that all the needs and wants are fulfilled (Wiese and
Sherman, 2011).
7 PEST analyse for company's external macro environment
Political: For having a sound marketing decision it is important to follow all the policies
which are regulated by governmental bodies. In this they make rules through which they can
reduce the cost.
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Economical: Sudden change in economy can have an adverse effect on business
operations because it can force company to make alterations in their strategies and plans. This
includes tax policies which are implemented by the authorities.
Social: Society must be determined before introducing any product as this can have an
impact on commodities in a positive or negative way. Any obstacles which are acting as a barrier
should be eliminated so that business operations are conducted smoothly.
Technological: In this all the skills and knowledge are included which are applied in
production process. Latest tools and techniques which are used by companies for enhancing the
performance of employees and productivity is involved in this (Gilmore, 2011).
8 Factors in external environment which have an impact on company's marketing objectives
There are many factors which affect the company's marketing objective and some of
them are mentioned below:
Economic Environment: This is the factor which determines demand also involves
things like exchange rates which are influenced by international marketing. Recessions and
deflations is also taken into considerations as sudden changes in this can affect the business
operations.
Market dynamics: This mainly focuses on market size and its growth whether in a
positive or negative sense. Alterations may be less supported as this will hamper the revenue
growth and product development.
Technological changes: Modifications and invention of innovative technologies can
rapidly increase the manufacturing process. This will create new opportunities for an individual
sin order to set marketing objectives.
9 Appropriate marketing strategies for achieving company's overall goals and objectives
NIVEA can apply certain marketing strategies so as to attain their targets and this is
designed by managers of the company by looking at all the possible outcomes.
Strategic planning: This helps the company to identify all the market threats which can
hinder the performance of the company in order to achieve long-term sustainability. This helps in
finding out opportunities which are related to running the business as per the capacity.
Situational analysis: Under situational analysis company focuses on making proper plan
as per the situation present in the current market areas. Further team divide the task into smaller
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segments so that if there is a problem than they can resolve it with best suitable process.
Company can make changes according to the circumstances that arises whether good or bad.
Vision and mission: Before implementing any plan or set targets it is important that
company is having a vision or mission which they want to achieve in specific time period. This
will guide the employees to work effectively and boost the morale of individuals to achieve the
goal. At set durations (Arnett and Wittmann, 2014).
PART B Marketing Plan
Marketing plan is a kind of written document that is required in order to achieve
objectives in a proper manner. This can be both for product or services; it can be made to cover
the period of 1 – 5 years. If it is not done in a appropriate way than it can affect the business
operations.
Uniqueness about the product
NIVEA is a brand with lots of features. The fresh product which is launching by the
company is different from other brands. Its packing and smell that makes their commodities
unique as this made easy for their customer to recognise the product. The ingredients which
NIVEA is using for fragrance, all are natural and without any added chemicals. This will
protect skin from harmful bacteria. Working as per the satisfaction of customer is also the
biggest reason why most of the people prefer the products.
For any company who are in the same business target those consumer who knows about the
product and can buy them. NIVEA has a huge number of buyers who are from the age group of
14 – 30. This includes men, women and youngsters who are very fond of using new things
(Donohoe, 2012).
Customer’s needs and wants
This is one of the important factor which company should keep into consideration because
they are the one those who buy their products. This also assist organisation to have an idea about
the taste the preferences of consumers. Firm should ensure that if they want to gain and maintain
the loyalty of customers for a long period of time than they must manufacture products as per the
needs and wants of the customers. Thus, NIVEA should make sure that they provide better goods
and services so as to attract more and more people in order to attain their set targeted goals and
objectives.
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NIVEA is using marketing plans by using model structure
Research and planning: This is the first step in which the researcher study and evaluate
about the plan which has to be implemented. It will help NIVEA in making proper plans and
strategies for the betterment of the organisation. More factors which will assist them to know
more about the product is given below: Environmental audit: This is one of the important element of marketing strategy which
is used to make research and plan for having a better growth in business operations. In
simple terms it shows various types of path so that company can identify environmental
compliance. NIVEA is using latest tools and technologies for through which they can
provide better quality products. Current business position: NIVEA is the most trusted brand and is popular amongst
number of people. From the time of its establishment company has gain a high level
position in the market area. This is gradually increasing the position in upward direction. External Environment: It includes all the factors which is hampering their business
externally. Two of the factor which is included in this area are:
Political Environment: This is an important factor which every individual should keep before
implementing any laws. It may include laws which are required or company so that they can
handle and manage their work effectively (Haydon, Dunay and Krueger, 2012).
o Economic file: This element is also important as it helps an organisation to make
their budget. Sudden change in policies and plans can be seen in the performance
of the firm. Internal Environment: Other than external factors are included in this which are
o Strength: The biggest strength of the fresh product is that it is best in quality and
the commodities are at reasonable rates that can be afforded by any class of the
society.
o Weaknesses: Promotions of products which are related to women with men is one
of the weaknesses which company should think before any of the activities.
Marketing Strategies: Under this company tries to make objectives which they have to achieve
in set target time. For this they are using marketing mix which is one of the models of marketing.
It basically depends on physical evidence rather than imagination. Therefore, it is initiated by
any company so as to create and pursue its marketing objectives. This also gives an overview of
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expected cost which will be required for manufacturing the products (West, Ford and Ibrahim,
2015).
CONCLUSION
From the above report it can be concluded that the company has become more
modernised as compared to earlier time. They are using latest tools and techniques for
manufacturing quality products and using current mediums for promotions like commercial
advertisements, television, social media etc. So that they can ensure that their brand is reaching
to each and every person around the world.
REFERENCES
Books & Journals
Armstrong, G., and et. al., 2014. Principles of marketing. Pearson Australia.
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Chaffey, D., Smith, P. R. and Smith, P. R., 2013. eMarketing eXcellence: Planning and
optimizing your digital marketing. Routledge.
Pulizzi, J., 2014. Epic content marketing: How to tell a different story, break through the clutter,
and win more customers by marketing less (p. 5). McGraw-Hill Education.
Peck, H., and et. al., 2013. Relationship marketing. Taylor & Francis.
Roep, D. and Wiskerke, J. S., 2012. On governance, embedding and marketing: reflections on
the construction of alternative sustainable food networks. Journal of agricultural and
environmental ethics. 25(2). pp.205-221.
Wiese, N. M. and Sherman, D. J., 2011. Integrating marketing and environmental studies
through an interdisciplinary, experiential, service-learning approach. Journal of
Marketing Education. 33(1) pp.41-56.
Gilmore, A., 2011. Entrepreneurial and SME marketing. Journal of Research in Marketing and
Entrepreneurship. 13(2), pp.137-145.
Arnett, D. B. and Wittmann, C. M., 2014. Improving marketing success: The role of tacit
knowledge exchange between sales and marketing. Journal of Business Research. 67(3).
pp.324-331.
Donohoe, H. M., 2012. Sustainable heritage tourism marketing and Canada's Rideau Canal world
heritage site. Journal of sustainable tourism. 20(1). pp.121-142.
Haydon, J., Dunay, P. and Krueger, R., 2012. Facebook marketing for dummies. John Wiley &
Sons.
West, D. C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive
advantage. Oxford University Press, USA.
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