Nivea Marketing Plan: A Comprehensive Analysis of Market Strategy

This report provides a comprehensive marketing plan for Nivea, addressing the issue of declining market share in the men's grooming sector. It begins by identifying the problem and conducting a situational analysis, including a SWOT analysis to assess Nivea's strengths, weaknesses, opportunities, and threats. The report then explores alternative strategies for improving Nivea's market position, such as potential mergers and enhanced advertising campaigns. Specific recommendations include launching celebrity-endorsed media campaigns, innovating in post-shave product offerings, and specializing in grooming products tailored to men's unique needs. The summary plan focuses on shifting consumer attention from mere skincare product purchases to increased brand engagement, targeting men aged 18-35, and leveraging both online and offline platforms for media positioning, including social media marketing, email campaigns, and print leaflets with discounted prices to attract a broader customer base.

Running head: MARKETING PLAN FOR NIVEA
Marketing plan for Nivea
Name of the student
Name of the university
Author Note

1MARKETING PLAN FOR NIVEA
Executive Summary
The report aims to analyze the issue of the problem associated with the case study of Nivea in
terms of their reducing market share. The report is divided into multiple parts and each part is
dealing with a different segment. The first part of the report deals with the identification of the
problem while the next part of the report deals with the situational analysis including the SWOT
analysis. The next part of the report deals with the alternatives and the probable
recommendations while the last part of the report deals with the summary plan for the issue. This
is a strategic analysis of multiple issues and these recommendations are meant to provide help
for solving the identified issue of the organization.

2MARKETING PLAN FOR NIVEA
Table of Contents
Identification of the problem...........................................................................................................3
Situational analysis..........................................................................................................................3
Alternatives......................................................................................................................................4
Recommendations............................................................................................................................5
Summary plan..................................................................................................................................5
References and bibliography...........................................................................................................7

3MARKETING PLAN FOR NIVEA
Identification of the problem
The problem related to the working of the Nivea is the lack of a proper advertising plan
and the reduction of market share and it is this plan which will help them to have better
market share. It is found that other companies in the market like Gillette, Old Spice, and Axe are
the three top most companies having the largest share in the market among men’s grooming
brand. Moreover, the company has followed a more conservative method in terms of
advertisement strategy which has failed to gain to gain better market share. This problem
requires a solution that can cater to the issue and create a better market for the company. Hence,
this problem requires a unique approach that can enhance the satisfaction level among men and
provide Nivea with a competitive edge in the market. In case of Gillette, it is to be noted that
they have prime importance in developing the quality and wide range of varieties which is one of
two reasons why the customers are willing to pay higher prices for these products. Moreover,
simple quality enhancement is not important for the brand to success rather it is important to
convey it to the customers. Their marketing and advertising strategy have successfully made it
one of the most successful global brands in men’s grooming.
Situational analysis
It is important to note that a situation analysis is an important issue to be considered
before launching a new product in the market. The SWOT analysis is the process of deriving the
strengths, weakness, threat and opportunity of the company and this helps to provide the holistic
understanding of the issue from the internal and external perspectives (Phadermrod, 2019). This
brand enjoys a global outlook and it has huge brand equity. Moreover, the companies also have a

4MARKETING PLAN FOR NIVEA
secure distribution network which helps give it a competitive edge. For Nivea men, the parent
brand is Nivea which has a long history in the market, and it enjoys good financial support
compared to other companies. It also possesses a credible reputation in the market and has their
research centre which is a source of the problem for many other men’s grooming companies
(Niveausa.com, 2019). However, it is not to say that the company do not have any weakness
instead it has flaws like most of the products of the company are associated with female, and
there are nor many variety and ranges for men.
Moreover, Nivea for men does not enjoy brand loyalty like other men’s grooming brand
like Axe or Gillette (Gopal et al., 2015). There are some inherent threats to the new products
since there is the emergence of multiple natural skincare products for men which threatens the
general chemical products in the market. However, it is not to deny that the companies do have
opportunities in the market in terms of the large variety of men’s grooming products it is
bringing into the market. It is also imperative to note that men are becoming more conscious of
grooming and buying such products which are an added advantage to the company.
Alternatives
Since the company is struggling with fewer shares in the market compared to the other
men’s grooming company in the market, it should look for specific options that can help coming
out of this situation. It can think of a possible merger with other big companies of the market that
already enjoy a higher brand loyalty and name.

5MARKETING PLAN FOR NIVEA
Recommendations
1. It should look for alternative ways of advertising where it can launch media campaign
where celebrities would begin the program since it is a suitable method of reaching out to
the people.
2. There are plenty of products in the pre-shave products: however, it lacks much variety in
the post-shave products. Hence, the company should innovate in this field to have a better
share in the market.
3. There is a need to specialise in grooming products for men as compared to men who will
have unique features like less alcohol percentage in after-shave lotion which reduces the
stinging effect; hence there is a need for further innovation and specialisation.
Summary plan
Since Beiersdorf aimed for increasing the total market share of the Nivea for men, its
primary objectives are to shift the attention from mere buy of the skincare products for men to
increasing actual purchase in that regard. It also aimed at selling the men’s products to the
women since it is found that women tend to buy more skin care products made for men. It is also
aimed at enhancing and enlarging its brand image for the Nivea for Men. In case of the target
market profile, it is to note that the age group as the target group is between 18-35 where the
prices are to be kept for few products since costly products will not be feasible for them to have
higher sell. Considering the income, geographic and psychographic factors, it could be said that
the company should focus more on quality products at a medium to the high price which suits the
interest of the target market. The positioning strategies of a product define the target market for
the same. For Nivea, the immediate primary target is men between the age of 18-35 and the

6MARKETING PLAN FOR NIVEA
secondary target for the same would be men falling between the age be 40-50. The idea behind
this positioning strategy is to establish a strong customer base. Hence, it is for men between this
age gap, the launch of the shaving kit and the other shaving creams could be done at a discounted
price at the beginning and it can build upon later on once the brad mage us established in the
market. It should launch a new range of products at a 30% discounted rate in order to attract
more customers to the product. It is also important to consider the issue of media positioning
since it is a platform that reaches to the people faster than any other platforms. Nivea should start
showcasing their products through an online and offline platform. For the online platform, it
should use social media and e-mail marketing. Moreover, it can opt for the "Pay-per-click"
option which the company to drive more traffic to the company website and helps to reach out to
the customers faster and easier way. It should print leaflets highlighting the discounted prices
which can help the company to reach out to a larger section of the population in less time.

7MARKETING PLAN FOR NIVEA
References and bibliography
Choudhury, M., & Saura, B. (2015). New Product Development Strategy.
GOPAL, K. V. (2015). MARKETING IN CONTEMPORARY WORLD. Trends, Challenges &
Innovations in Management-Volume III, 80.
Hackley, C., & Hackley, R. A. (2017). Advertising and promotion. Sage.
McDONALD, M. A. L. C. O. L. M. (2016). Strategic marketing planning: theory and practice.
The marketing book (pp. 108-142). Routledge.
Niveausa.com. (2019). PRODUCTS FOR MEN - NIVEA. [online] Available at:
https://www.niveausa.com/products/men [Accessed 15 Feb. 2019].
Phadermrod, B., Crowder, R. M., & Wills, G. B. (2019). Importance-performance analysis based
SWOT analysis. International Journal of Information Management, 44, 194-203.
Reckendrees, A. (2018). Beiersdorf: The Company behind the Brands NIVEA, tea, Hansaplast &
Co. CH Beck.

8MARKETING PLAN FOR NIVEA