BM3332 - Nivea Magic Bar: Enhancing Awareness via Marketing Comm.

This report focuses on advanced marketing communications for the Nivea Magic Bar range, aiming to increase product awareness among its target market. It emphasizes the importance of understanding the brand and leveraging the product's unique selling proposition (USP): "Soap made from glycerine with natural ingredients and oils for better and smoother skin." The report explores various marketing channels, including influencer marketing, content marketing, referral programs, and video content, with a proposed budget allocation of £35,000. It utilizes STP analysis to define the target market as women above 18, particularly working women, and discusses positioning the product as a premium personal care item. The report also suggests leveraging YouTube videos, social media campaigns, targeted emails, display ads, and influencers to highlight the USP and create brand awareness, referencing the two-step theory of communication to support these strategies. The conclusion highlights the importance of effective marketing strategies and the role of the product's USP in targeting the appropriate market segment.

Advanced marketing
communications Nivea magic
Bar

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Increasing awareness of product..................................................................................................3
Target market...............................................................................................................................4
Media channels creating awareness & highlighting the USP......................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

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. This report will also discuss the different media channels
which is able to highlight the application of USP with the help of different theories.
MAIN BODY
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 (Choi, Ludwig and Harris, 2020).
Influencer marketing :
For increasing the awareness of this product utilization of the social media influencers
can be very useful for the brand.
Content marketing :
It is very important for the marketing of the NIVIEA Magic Bar range to be helpful for
the creation of the brand awareness through great volume of high quality content to resonate with
the customers (Ganaie and Bhat, 2020).
Referral programs :
These programs are also known to be very important for the business to make sure that
the customer feel an incentive coming their way when they refer the product to their friends and
family. This method is very effective strategy that allow development of awareness for the
product.
Video Content :
It can be said that the creation of the video content is said to be a great way of capturing
attention as the visual form of marketing is one of the most effective form of marketing (Nart

and et.al., 2019). It can be said that the uploading attractive videos regarding the product is
considered to be very effective in increasing the employee engagement.
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 glycerine 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 analysation 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.
Targeting :
This product would be targeting women of all age groups but highly will focus on women
which are working as they don't have the time which is needed for taking care of themselves.

This USP is considered to be prepared in the way in which it focuses on working women. It has
the aim of targeting the benefits which is helpful for development brand awareness.
Positioning :
The positioning of this soap in the marketing is in the form of personal care beauty
product. It can be said as the product which is able to be a moisturising bar which helps in
making the skin smoother. Due to having strong brand name in the product it is going to be very
easy for the company to differentiate its product quality and performance from its competitors.
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 (Chavez and et.al., 2021).
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.
Targeted emails :
Through the targeting email strategy of creating the awareness about the soap the
organization will utilize the strategy to mail the customer their USP along with referrals and
promotional messages.
Display ads :
This is the type of marketing advertisement in which the company will send banners,
square images with texts and also animations which is considered to be effective in the learning
experiences. Display ads are considered to be the reason which allows the learner to bring
effectiveness (Chan-Tien, Dan-Sheng and Shun-Fa, 2019).
Influencers :
It can be said that the influencers in the social media are considered to be effective in the
development of the brand awareness. It can be said that due to the growth of the organizational
operations.

The two-step theory of the communication is able to support these practices of marketing
as it explains that instead of targeting the sender and the receiver to attract the people which are
able target the customers of this soap. The USP of this product has been made in the
consideration of this theory towards it application.
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
Books and Journals
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.
Ganaie, T.A. and Bhat, M.A., 2020. Relationship Marketing Practices and Customer Loyalty: A
Review with Reference to Banking Industry. International Journal of Engineering
and Management Research. 10.
Nart, S., and et.al., 2019. Internal marketing practices, genuine emotions and their effects on
hotel employees’ customer-oriented behaviors. Journal of Human Resources in
Hospitality & Tourism. 18(1). pp.47-70.
Online
What is Brand Awareness?, 2020.[Online]. Available through:
<https://www.voxco.com/blog/six-strategies-to-boost-your-companys-brand-
awareness/>