BM3332 - NIVEA Magic Bar: Increasing Awareness Through USP

This report provides an analysis of advanced marketing communications strategies for the NIVEA Magic Bar range, focusing on increasing brand awareness and highlighting the product's unique selling proposition (USP). The report identifies the target market through STP analysis, emphasizing women above 18 concerned with beauty and skincare. It explores various media channels, including YouTube video marketing and social media campaigns, to effectively reach the target audience and communicate the USP: "Soap made from glycerin with natural ingredient and oils for better and smoother skin". The budget allocation for different marketing activities is detailed, and the report concludes that effective marketing strategies and a focus on the product's USP will drive the growth of the NIVEA Magic Bar range. Desklib provides access to similar solved assignments and past papers for students.

ADVANCED MARKETING COMMUNICATIONS NIVEA MAGIC
BAR

TABLE OF CONTENTS
 TABLE OF CONTENTS
 INTRODUCTION
 MAIN BODY
 INCREASING AWARENESS OF PRODUCT
 TARGET MARKET
 MEDIA CHANNELS CREATING AWARENESS & HIGHLIGHTING THE USP
 CONCLUSION
 REFERENCES

INTRODUCTION
 Advanced marketing communication is considered to be the
knowledge about the marketing practices which are also related to
the communications.
 It is considered to cover all the aspects of the advanced topics
which influences the marketing practices of the individual. In this
report the case study in on NIVEA Magic Bar range.
 This report aims to increase the awareness of this product towards
its target market. In this report the reference has been give to USP
for the marketing campaign.

INCREASING AWARENESS OF
PRODUCT
 For increasing the awareness of the product it is going to be very important for
understand what the brand of the company stands for. NIVEA is a cosmetic company
which sells product for skin care.
Brand :
 Thus, in order to achieve higher brand awareness it is important to have strong brand
awareness in the product which is being use for marketing.
Influencer marketing :
 For increasing the awareness of this product utilization of the social media influencers
can be very useful for the brand.

USP
 Unique Selling proposition (USP) is the slogan which is
differentiated with the product or services from its
competitors.
 It can be said as the ways in which the organization is able
to include words efficiently so that customer is directly
influenced by the slogan itself such that the product.
 For this product the USP is “ Soap made from glycerin with
natural ingredient and oils for better and smoother skin”.

THE BUDGET OF THIS ORGANIZATION FOR
MARKETING PRACTICES ARE £350,00
Marketing Budget Amount£
YouTube's videos marketing through USP 5000
Social Media and social media campaigns 10000
Targeted emails 5000
Display ads 5000
Influencers 10000
TOTAL BUDGET £35000

TARGET MARKET
 For the analyzation of target market for NIVEA Magic Bar STP
analysis can be utilized,
 Segmentation :
 The demographic segment of this product will include the women
of all age groups above 18. This is a beauty products which is why
majority women will be segmented during its target analysis.
 Women are more concerned for the beauty and care for their skin
thus they are going to be the one using this product.
 Psychologically this USP for the product will bring positive
impacts on the minds of the women. This being a premium product
will target high society females.

MEDIA CHANNELS CREATING AWARENESS
& HIGHLIGHTING THE USP
 YouTube's videos marketing :
 Through this method proper content will be created which will directly help the
learners to improve their practices with regard to the awareness.
 It will use the YouTube platform to bring the customers towards the product as it
will utilize the created USP for making better changes
 Social Media and social media campaigns :
 In this method of utilizing the USP the organization would create social media
posts on their accounts for attracting the existing customers with the influence of
USP.
 It is going to help the company in attracting its existing customers and also other
individuals searching for beauty soap.

CONCLUSION
 From this project it can be concluded
that the growth of this product of
NIVEA will include effective
marketing strategies that have been
discussed.
 With the help of Product USP this
organization will be able to target
segment.

REFERENCES
 Chan-Tien, L., Dan-Sheng, W. and Shun-Fa, H., 2019, June. The Conceptual Framework
for Applying Digital Community Marketing and Marketing Practices into Educational
Relationship Marketing Model of Private Technical High School in Taiwan. In
Proceedings of the 2019 International Conference on Modern Educational Technology
(pp. 14-19).
 Chavez, J., and et.al., 2021. Online marketing practices of regenerative medicine clinics
in US-Mexico border region: a web surveillance study. Stem cell research & therapy.
12(1). pp.1-11.
 Choi, Y.Y., Ludwig, A. and Harris, J.L., 2020. US toddler milk sales and associations
with marketing practices. Public Health Nutrition. 23(6). pp.1127-1135.