Electronic Marketing Strategy

This study focuses on the electronic marketing strategy of NIVEA and suggests ways to improve its online and offline presence. It includes an estimated promotional budget and an action plan for security payment and services. The study recommends launching an e-commerce business and bringing product diversity within NIVEA to attract international customers.

Running head: ELECTRONIC MARKETING STRATEGY
Electronic Marketing Strategy
Name of the Student
Name of the University
Author’s Note

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ELECTRONIC MARKETING STRATEGY
Action Plan:
While evaluating weakness and threats of NIVEA in comparison to its most significant
competitors such as Ponds and Johnson and Johnson it has been identified that NIVEA should
enhance their budget in promotional activities for grabbing the attention of international
customers. An action plan should be made for evaluating which channels should be used for
positioning the brand by highlighting its expense.
Estimated promotional budget:
Promotion Tools Amount
Digital Media Marketing Tools
Facebook 4,000
Twitter 5,000
Youtube 7,500
Total Social Media Marketing expenses 16,500
Other Online Marketing Media
E-mail Marketing 15,000
Online Display advertisements 19,000
Other Online promotional Campaigns 30,000
Total Budget for Online Media 64,000
Traditional Marketing Media
Newspapers 15,000
Magazines 25,000
Total Print Media 40,000
TV Channels 75,000

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ELECTRONIC MARKETING STRATEGY
Billboards 30,000
Total 105,000
Total Required Budget for Promotion 225,500
Table 1: Estimated promotional budget
(Source: As Created by the Author)
 Action plan related to security payment and services:
Launching ecommerce business within services would definitely help NIVEA to increase
their target market. People belonging to other countries can easily access the services from
online portals. Therefore, an effective action plan is made based on which NIVEA would be able
to secure their payment method as well as services (Baker 2014). By implementing firewall, and
encryption method the customers would be able to maintain confidentially of data while
transacting money. In addition, NIVEA would implement systematic refund procedure while
cancelling the product If one specific product is cancelled the user would get the money back
within 7 days directly to their account. Efficient IT experts would be hired who will operate the
transaction method.
In addition, action plan would be implemented for providing an effective training and
development program to the sales department (Hajli 2015). After placing the order customers are
expected to receive the product within 3 days at their destination. Sales executives would be
trained to give their detailed knowledge about various locations so that they do not have to
struggle for finding the delivery location.
Conclusion:

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ELECTRONIC MARKETING STRATEGY
This very specific study has focused to make in-depth overview about the electronic
marketing goal of NIVEA by highlighting its brand accomplishment after identifying strengths
and weakness of the brand. While evaluating the entire study it is observed that marketing
department of NIVEA is very much concerned in maintaining effective online promotional
strategies. Based on online promotional method the customers are getting detailed knowledge
and information about brands and its availability. However, after getting a massive market threat
from its competitors, NIVEA should render an improvement on overall product and service
strategy (Järvinen and Karjaluoto 2015). Service should be delivered through online and offline
both so that the business experts can draw the attention of international customers as well.
At the same time, it can be recommended to bring product diversity within NIVEA. Apart
from cold creams the product manager can render innovative summer creams suitable for various
skin tones, attractive deodorants for both men and women (Liu, Au and Choi 2014). Bringing
product variety within services would help the business experts in grabbing customers’ attention
more effectively. Finally, NIVEA should launch e-commerce business in order to multiply their
services beyond going regional boundary. Automatically, the entire business process would not
be restricted within 50 countries only. Customers from global market would show their interest
in using the products and services of NIVEA.

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ELECTRONIC MARKETING STRATEGY
Reference List:
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Hajli, N., 2015. Social commerce constructs and consumer's intention to buy. International
Journal of Information Management, 35(2), pp.183-191.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, pp.117-127.
Liu, C.Z., Au, Y.A. and Choi, H.S., 2014. Effects of freemium strategy in the mobile app market:
An empirical study of google play. Journal of Management Information Systems, 31(3), pp.326-
354.