Impact of Nivea's Marketing Strategy on Male Customers at York

This report examines Nivea's marketing strategy and its influence on male customers in York, focusing on factors determining purchases, brand strategy, and the impact of marketing on buying behavior and brand position. The research employs both quantitative and qualitative analysis, utilizing simple random sampling to gather data. The findings discuss the 4P marketing mix (Product, Price, Place, Promotion) and its effects on the business. The study concludes that Nivea's marketing operations have significantly impacted customer behavior and brand understanding, enabling the company to develop effective strategies for market leadership. Limitations include ethical, accessibility, and validity issues, as well as potential biases in qualitative research. The research highlights the potential for future, more authentic studies and provides valuable insights into Nivea's marketing strategies.

HOW MARKETING STRATEGY OF NIVEA
INFLUENCES PURCHASERS FOR MALE
CUSTOMER AND ITS BRAND'S POSITION AT
YORK'

Contents
• • Introduction/rationale
• • Research objectives
• • Literature Review –overview only
• • Research Methodology
• • Findings and Discussion
• • Conclusions and Recommendations
• • Limitations
• • Reflection on learning from project
• • Reference List

Introduction/rationale
• This paper will present a study taking the
marketing scenario of Nivea, a German skin
and body care company.

Research objectives
The four prime research objectives that are to be set while
executing the project are as follows:
• To identify the factors Determining the purchase of Nivea by
male customers at York
• To recognise the brand strategy of Nivea at York
• To analyse the influence of marketing strategy undertaken
by Nivea on the buying behaviour of male customer as well
as its Brand position at York
• To suggest few recommendations on improving the
marketing strategy of Nivea for increasing its brand position

Literature Review –overview only
• Impact of marketing on the customers’
behaviour:
• Impact of marketing on the brand position of
a company:

Research Methodology
• Research philosophy
• Research Design
• Both Quantitative as well as qualitative
analysis
• Simple random sampling

Findings and Discussion
4P Market mix for the Nivea:
• Product:
• Price:
• Place:
• Promotion:

Conclusions and Recommendations
• Therefore, the marketing operation of Nivea has
impacted many of the elements of the business. it
has influenced the behaviour of the male customers
of the company.
• The increased interaction with the potential
customers of the company has increased the
understanding of the company and hence helped
the management of the company to take adequate
strategies and polices to be at the top most position
in the market of the York.

Limitations
• While conducting the research many issues had
been found such as ethical issues, accessibility
issues as well as reliability and validity issues.
• In the qualitative research analysis, the research
might have faced the problem of biases and
getting easy access to the journals articles and
books.
• It consumes a lot of time and makes the work
hectic.

Reflection on learning from project
• By the learning of the research study, the facts
that could be dragged into prime concern
include higher future scope and possibilities of
conducting far more authentic and productive
research.
• it had increased the experience and knowledge
about the marketing strategies of Nivea and its
influence on the buying behaviour of male
customers along with its brand position.

Reference List
• Baker, M.J., 2014. Marketing strategy and
management. Palgrave Macmillan.
• Creswell, J.W., 2013. Research design: Qualitative,
quantitative, and mixed methods approaches. Sage
publications
• Kothari, C.R., 2004. Research methodology: Methods
and techniques. New Age International.
• Lusch, R.F. and Vargo, S.L., 2014. The service-
dominant logic of marketing: Dialog, debate, and
directions. Routledge.
• Papadopoulos, N. and Heslop, L.A., 2014. Product-
country images: Impact and role in international
marketing. Routledge.
• Saunders, M.L. Lewis, P., 2009. P. and Thornhill,
A.2009. Research methods for business students
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of marketing capabilities: impact on marketing’s
influence and business unit outcomes. Journal of the
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M., 2013. Practice prize winner—creating a
measurable social media marketing strategy:
increasing the value and ROI of intangibles and
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pp.194-212.
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strategy following equity offerings and firm value: the
role of relative strategic flexibility. Journal of
Marketing, 77(5), pp.57-74.
• Leonidou, L.C., Leonidou, C.N., Fotiadis, T.A. and
Zeriti, A., 2013. Resources and capabilities as drivers
of hotel environmental marketing strategy:
Implications for competitive advantage and
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Thank You!!