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Report on Marketing Plan of Nivea

   

Added on  2019-12-03

14 Pages4333 Words218 Views
MARKETING PLANNING

Table of ContentsIntroduction..........................................................................................................................................4Task 1....................................................................................................................................................41.1 Changing perspectives in marketing planning for firm.............................................................41.2 Evaluate managerial, financial, operational, human resources and brand capability of organization for planning its future marketing activities.................................................................41.3 Examine the techniques of organization auditing and external environment ...........................51.4 Carry out organization auditing through PESTLE analysis.......................................................6Task 2....................................................................................................................................................62.1 Main barriers to marketing planning for organization...............................................................62.2 How Nivea firm can overcome these issues to marketing planning..........................................7Task 3....................................................................................................................................................73.1 Make marketing plan of Nivea designed for Rugby world cup 2015........................................73.2 Explaining why market planning is essential in the strategic planning process.......................83.3 Techniques of NIVEA's new product development for Rugby World Cup 2015......................83.4 Justification of the recommendations for the pricing policy, distribution and communication mix...................................................................................................................................................93.5 Factors affecting the effective implementation of the marketing plan for NIVEA...................9Task 4..................................................................................................................................................104.1 Influence of ethical issues in planning.....................................................................................104.2 Examples of how Nivea respond to ethical issues...................................................................104.3 Analyse examples of consumer ethics and effect on market planning on Nivea.....................10Conclusion..........................................................................................................................................11References..........................................................................................................................................12

Illustration IndexIllustration 1: SWOT analysis..............................................................................................................6Illustration 2: PESTLE analysis...........................................................................................................8

INTRODUCTIONMarketing plan is a blue print which guidesthe organization to emphasize its marketingobjectives and goals in order to complete them in the market fulfil them effectively. It helps the firmto increase its sales by attracting new consumers (Hollensen, 2015). Nivea is a popular organizationwhich makes skin care products for Men and women around the world. The present report describesabout the reviews of changing perspectives of the organization. It examines the SWOT, PESTLEand SWOT analysis for corporation corporate auditing. Along with this, It it will assess the mainbarriers to marketing planning for Nivea. It also explains ethical issues for marketing planningalong with taking into consideration the examples of consumer ethics. It also gives examples ofconsumer ethics.TASK 11.1 Changing perspectives in marketing planning for firmAs per the case study, there are many changing perspectives for Nivea. Some of them is aredescribed below the paragraph. The product concept- Management of Nivea has done many changes regarding product.They make skin care products as per the requirement of consumers (Nijssen and Frambach,2013). For example, Along with this, corporation also focuses on improving quality,performance and add innovative features of its commodities in order to offer better productsto its consumers. These changing perspectives also contribute effective role for firm to makeits proper marketing plan in the market. The selling concept- It is another factor which changes the perspective of marketing plan inthe context of market. As per the case study, management of Nivea modify modifies itsselling pattern of their skin care products as per the time (Sashittal and Tankersley, 2015).This process also helps to increase its sales in the United Kingdom. The marketing concept- Organization also changes its marketing concept to increase sales ofits skin care products. For example, Nivea uses different promotional techniques liketelevision, radio and magazines to communicate with its consumers (O'Cass, Ngo andSiahtiri, 2012). This process also helps firm to create effective awareness regarding itsproducts. 1.2 Evaluate managerial, financial, operational, human resources and brand capability oforganization for planning its future marketing activities.As per the case study, management of Nivea is quite good to plan future marketingactivities. According to Whalen and Holloway (2012), managerial capability of the organization is

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