Effective Use of Marketing Variables for Nivea Facial for Men

The report highlights the effective use of marketing variables in the business. The organisation in focus is Nivea and the product in focus in Nivea Facial for men. Nivea is one of the best skin care organisation in the world and is famous for making skin care products for women.

Running head: PRINCIPLES OF MARKETING
Principles of Marketing
Name of Student
Name of University
Author Note

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PRINCIPLES OF MARKETING
Executive Summary
The report highlights the effective use of marketing variables in the business. The
organisation in focus is Nivea and the product in focus in Nivea Facial for men. Nivea is one
of the best skin care organisation in the world and is famous for making skin care products
for women. The launch of the men’s facial cream can help the organisation gain more
reputation in the market. The requirements of the customers are met and the manner in which
the company makes its marketing strategies is discussed. The marketing mix of the company
comprises of the four elements that are required for conducting proper marketing in the
business environment. This can help the company to gain more customers and increase the
reputation of the company. Recommendations are provided that suggest that the product can
be promoted in the market based for attracting the male customers in the society.

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Table of contents
About the organisation...............................................................................................................2
Prioritising CSFs........................................................................................................................2
Describing current marketing mix.............................................................................................3
Recommendation........................................................................................................................6
Reference....................................................................................................................................8

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About the organisation
Nivea is a personal care brand located in Germany. The company specialises in body
care products for both males and females. The company is owned by Beiersdorf Global AC
and was founded in March 1882. The current name of the company came after it was sold to
Oscar Troplowitz. The company started to develop new skin care creams and named it Nivea,
which means snow white. The brand and the organisation are widely famous for its skin care
products and provide the best skin care products despite its competitors (Nivea.com 2018). In
the assignment, the focus will be on Nivea Facial for men. The CSFs of the product will be
discussed in the assignment along with the marketing mix that the company currently uses to
launch its products in the market. Recommendations are provided based on the current
application of CSF and marketing mix model.
Prioritising CSFs
According to Wilson et al. (2016), Critical Success Factor (CSF) of an organisation
denotes the necessary elements of an organisation that are required to meet its objectives. It is
required to ensure the success of an organisation. Without proper CSF, it can be difficult for
organisations to maintain the consistency in the market or ensure growth. In the case of
Nivea, the CSF factors that can be analysed includes
To be recognised as a company that provides skin care facilities to men. It has been
seen that Nivea is recognised as a brand that provides products that can be used by women.
The thought of men using the product does not appeal to the customers. Hence, to ensure that
the men’s facial skincare product gets proper recognition it is necessary that the company
undertake arrangements that denote the usability of the product for men. This can help the

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company to increase its market share and improve its reputation in the market (Armstrong et
al. 2015).
Another important CSF of the company is to meet the requirements of the customers.
One of the primary objectives of Nivea is to ensure that the rate of satisfaction of customers
reaches 98% (Nivea.com 2018). This can be achieved if the company manages to retain staffs
and meet the requirements of the target market. One of the established factors of the company
is the fact that it has achieved enough success to retain the female customers worldwide. With
the focus on launching men’s facial skin care, the company need to ensure that the marketing
mix addresses the elements required for satisfying customers and maintain the productivity of
the company (Babin and Zikmund 2015).
Describing current marketing mix
Marketing mix consists of the elements that are required for conducting a particular
market in a proper manner. According to Huang and Sarigöllü (2014), marketing mix is
required for identifying the elements that influence customers in purchasing the products of a
particular company. In the case of Nivea, the marketing mix of the company needs to focus
on the ways by which the sector consisting of the men can purchase its products.
Marketing mix element Description
Product The product of a company refers to the items that are
manufactured to satisfy the customers. According to Kotler
(2015), the products may be intangible as well as tangible and
factors such as product design, packaging, life cycle and
guarantees and warranties play an important factor for the choice
of products made by a customer. In the case of Nivea, the product
in focus is the men’s facial skin care. Hence, the popularity of the

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product is determined by the product assortment that defines the
range of the product. The fact that the product reaches out to the
male customers of the society plays an important part in the
success of the company.
Price According to McDonald and Wilson (2016), the price is always an
important factor as most customers expect to get the best quality
product at a minimum cost. To ensure that the profitability of an
organisation along with the satisfaction of the customers are
maintained it is necessary that the organisations formulate
strategies that are involved with the proper pricing of the
products. For example, in the case of Nivea, the company need to
make the price of the facial skin care of men at a low level. This is
mainly required to attract the attention of the male population so
that the product faces success like its female compatriots. One of
the ways to ensure that the male population of a society is
attracted to the product is by lowering the price of the product and
providing a discount on it.
Place This refers to the point at which customers can access a particular
company. This is done so that convenience can be provided to the
customers based on the manner in which they can reach the
organisations (Menon et al. 2015). Strategies need to be
formulated to ensure that the distribution of a particular product is
done in a manner that provides full market coverage by addressing
every target customer. Nivea is engaged in franchising the
company. The global reputation of the company is such that

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decisions regarding the locations of the company are based on the
demography of a region. This provides Nivea with an advantage
to ensure that the male customers are reached conveniently.
Promotion The promotion of a product or organisation is done to gain
popularity among the people in the society. It is a way to
communicate with the market by using a method of advertising,
PR, direct marketing and sales promotion (Charter 2017).
Strategies regarding this include the ways to communicate
messages with the use of various channels and media. The
frequency of the message is determined by analysing the number
of times a particular product needs to be communicated to the
market. Nivea needs to ensure that the promotion of the men's
facial skin care is done by using a proper promotional method that
highlights the introduction of the product. The promotion needs to
be done in channels and newspaper segments that are followed by
men.
Table: Marketing mix
(Source: Created by author)
Apart from this the people, physical evidence and the process elements are analysed
to ensure that the customers have a proper understanding of the marketing elements mix. For
example, the process used for the manufacturing of the men's facial skin care needs to be
sustainable and need to consist of chemicals that do not pose any harm to the skin of men.
The people element refers to the target market of the company, which in this case are the
male population (Mix and Brand 2017). The physical evidence of the marketing mix can be

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identified by providing opportunities to the male population to test the product prior to its use
(Steenkamp 2017).
Recommendation
Thus, based on the analysis of the marketing mix and the CSFs of the company
certain recommendations can be provided. These recommendations are provided based on the
interest of the stakeholders of the company and the manner in which the company can
develop itself in the market. To achieve the first CSF of the company, the managers of Nivea
can ensure that promotion of the company and products are done in an effective manner. A
proper promotional mix can be obtained by ensuring that the balance between advertising,
PR, direct marketing and sales promotion are maintained. This balance needs to be
maintained by analysing the responses provided by the customers and the financial position
of the company.
The fact that the people believe that Nivea is an organisation that specialises in female
products can be proved wrong by providing free samples of the men facial skin care products
along with female skin care products. Such a strategy can be adopted as a pricing mix
technique that ensures that the company provide value to the needs of the customers. This
particular strategy can be adopted to ensure that the second CSF is achieved. The satisfaction
of the customers can be obtained by providing a proper discount on products that require a
focus on the target market. Providing such free samples as discounts can help the company to
promote its products and ensure that the trust of the male population is achieved. Another
important recommendation that can be provided is the place from which the product is
distributed.
To ensure that the satisfaction of the customers is attained and the recognition of the
brand, it is necessary that the place from which the product is distributed and manufactured is

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convenient for the customers. Setting up physical stores in a society need to be done based on
the popularity of the company and the demographics. The convenient place for Nivea needs
to be in the residential locations so that customers around the neighbourhood can gain access
to the stores and the products. This can enhance the revenue of the company as products can
be sold on a daily basis keeping in mind the needs of the customers. Thus, with the
application of these recommended improvements, Nivea can attain the CSF that the company
seeks.

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Reference
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