Marketing Planning Report

This marketing planning report provides a detailed analysis of Nivea's marketing strategies, focusing on the 2015 Rugby World Cup. It examines changing perspectives in marketing, evaluates Nivea's internal capabilities (managerial, financial, operational, human resources, and brand), and conducts an external environmental analysis using SWOT and PESTLE frameworks. The report identifies key barriers to marketing planning, proposes solutions for Nivea to overcome these challenges, and develops a comprehensive marketing plan for the Rugby World Cup, including objectives, strategies, and evaluation methods. Furthermore, it discusses the importance of marketing planning in the strategic planning process, outlines new product development techniques, justifies recommendations for pricing, distribution, and communication, and analyzes factors affecting the implementation of the marketing plan. Finally, the report explores the influence of ethical issues in marketing planning, provides examples of Nivea's responses to ethical concerns, and analyzes the impact of consumer ethics on marketing planning.

MARKETING PLANNING

Table of Contents
Introduction..........................................................................................................................................4
Task 1....................................................................................................................................................4
1.1 Changing perspectives in marketing planning for firm.............................................................4
1.2 Evaluate managerial, financial, operational, human resources and brand capability of
organization for planning its future marketing activities.................................................................4
1.3 Examine the techniques of organization auditing and external environment ...........................5
1.4 Carry out organization auditing through PESTLE analysis.......................................................6
Task 2....................................................................................................................................................6
2.1 Main barriers to marketing planning for organization...............................................................6
2.2 How Nivea firm can overcome these issues to marketing planning..........................................7
Task 3....................................................................................................................................................7
3.1 Make marketing plan of Nivea designed for Rugby world cup 2015........................................7
3.2 Explaining why market planning is essential in the strategic planning process.......................8
3.3 Techniques of NIVEA's new product development for Rugby World Cup 2015......................8
3.4 Justification of the recommendations for the pricing policy, distribution and communication
mix...................................................................................................................................................9
3.5 Factors affecting the effective implementation of the marketing plan for NIVEA...................9
Task 4..................................................................................................................................................10
4.1 Influence of ethical issues in planning.....................................................................................10
4.2 Examples of how Nivea respond to ethical issues...................................................................10
4.3 Analyse examples of consumer ethics and effect on market planning on Nivea.....................10
Conclusion..........................................................................................................................................11
References..........................................................................................................................................12

Illustration Index
Illustration 1: SWOT analysis..............................................................................................................6
Illustration 2: PESTLE analysis...........................................................................................................8

INTRODUCTION
Marketing plan is a blue print which guides the organization to emphasize its marketing
objectives and goals in order to complete them in the market fulfil them effectively. It helps the firm
to increase its sales by attracting new consumers (Hollensen, 2015). Nivea is a popular organization
which makes skin care products for Men and women around the world. The present report describes
about the reviews of changing perspectives of the organization. It examines the SWOT, PESTLE
and SWOT analysis for corporation corporate auditing. Along with this, It it will assess the main
barriers to marketing planning for Nivea. It also explains ethical issues for marketing planning
along with taking into consideration the examples of consumer ethics. It also gives examples of
consumer ethics.
TASK 1
1.1 Changing perspectives in marketing planning for firm
As per the case study, there are many changing perspectives for Nivea. Some of them is are
described below the paragraph.
 The product concept- Management of Nivea has done many changes regarding product.
They make skin care products as per the requirement of consumers (Nijssen and Frambach,
2013). For example, Along with this, corporation also focuses on improving quality,
performance and add innovative features of its commodities in order to offer better products
to its consumers. These changing perspectives also contribute effective role for firm to make
its proper marketing plan in the market.
 The selling concept- It is another factor which changes the perspective of marketing plan in
the context of market. As per the case study, management of Nivea modify modifies its
selling pattern of their skin care products as per the time (Sashittal and Tankersley, 2015).
This process also helps to increase its sales in the United Kingdom.
 The marketing concept- Organization also changes its marketing concept to increase sales of
its skin care products. For example, Nivea uses different promotional techniques like
television, radio and magazines to communicate with its consumers (O'Cass, Ngo and
Siahtiri, 2012). This process also helps firm to create effective awareness regarding its
products.
1.2 Evaluate managerial, financial, operational, human resources and brand capability of
organization for planning its future marketing activities.
As per the case study, management of Nivea is quite good to plan future marketing
activities. According to Whalen and Holloway (2012), managerial capability of the organization is

very effective which helps the to manage its managerial operations in an effective manner. It also
helps firm to meet its defined targets in the market (Whalen and Holloway, 2012). In addition to
this, financial capacity of Nivea is good which aids to invest its monetary funds on new skin care
products in the national as well as overseas market. As per the Piercy and Morgan (2015),
operational capability of corporation is optimistic which contributes effective role effectively to
manufacture its better products as in comparison of its rivals companies in the market of United
Kingdom (Piercy and Morgan, 2015). On the other side, human resource capability does not of the
organization is not so effective good which creates issues to manage its HR operations of firm at
work place. Donnelly and et.al (2015), Brand capacity of Nivea organization is also effective which
helps to create better awareness regarding its skin care products in the whole nation. Further, This
process overall evaluation aids company to set its target properly in increasing order to increase its
sales of firm in the market (Donnelly and et.al., 2015).
1.3 Examine the techniques of organization auditing and external environment
Management of NiviaNivea can use SWOT analysis and porter five forces for the
organizational auditing and conducting external analysis of environment receptively.
SWOT analysis
(Source: Hollensen, 2015)
SWOT analyse can help management of organization to analyse the internal environment
Illustration 1:
SWOT analysis

which can aid to improve its marketing plan.
Strength
 Effective promotional strategies as per the changing time.
 Optimistic brand image.
 Better quality in skin care products.
 Effective grip on middle and elite class consumers (Hollensen, 2015).
Weakness
 Shortage of employees to handle operations.
 Lack of time management skills.
Opportunities
 Nivea organization can enter in retail business due to its high investment capacity.
 Firm can also cover premium class consumers by developing more effective skin care
products.
Threats
 Increasing wage rates of employees.
 Higher inflation rate and reduce in Gross domestic product (Blackston and Lebar, 2015)
Porter five forces
This model can help in analysing the external environment of market business in order to
make better market strategies for better marketing plan in for the organization.
Threat of new entrants- It is also high in the UK because many local and reputed companies are
manufacturing local skin care products.
Rivalry- It is also high in the UK. T as there are many organizations which always try to take
effective gain competitive advantages by increasing sales of skin care products (Hassan, 2012)
Threat of substitutes- It is medium in the UK. Some companies also sell herbal and natural product
forproduct for skin care which can substitute products of Nivea.
Bargaining power of Suppliers- It is also medium in the nation. There are many organizations

which provide better quality of raw material in affordable price.
Bargaining power of Buyer- It is high in Britain as because there are many domestic anddomestic
and global firms which provides skin care products to the consumers in cheap price (Cheung and
Thadani, 2012).
1.4 Carry out organization auditing through PESTLE analysis
There are many external factors which can affects the marketing planning of NiviaNivea in
the United Kingdom.
(Source: Banks, 2012)
Political and legal factors- Taxation, tariffs, legal rules as well as regulations and consumer safety
policies affect the Nivea to design proper marketing plan in the nation. Other wiseOtherwise, it can
Illustration 2: PESTLE analysis

create negative impact for the company.
Economic- Inflation rate, GDP rates and economic fall affect the marketing plan of Nivea in order
to design appropriate budget for the investment.
Social- Life style, current trend, needs and requirements of consumers also contribute effective
role for influence firm to design effective marketing plan in order to increase the number of sales
(Banks, 2012).
Technological factors- It helps the Nivea to select appropriate promotional strategies which also
create positive impact on its marketing plan.
Environmental factors- It aids the influences Nivea to choose optimistic aspects which does not
harm environment in the United Kingdom.
TASK 2
2.1 Main barriers to marketing planning for organization
As per the case study, there are many barriers which can affect marketing planning of the
organization. It is represented in below the paragraph below.
 Cultural behavioursfactors- Culture behaviour factors like customs, value, morals, attitude
of employees also affect the marketing planning (Nijssenand Frambach, 2013). This aspect
creates issues for staff members to develop marketing strategies due to lack of proper
cultural environment in the Nivea.
 Cognitive knowledge- Employees of the organization have no knowledge regarding
marketing plan. Due to this reason, it also takes time to prepare marketing plan for the firm.
This process creates issues to implement proper marketing plan in the market.
 Availability of resources – According to the case, this factor creates problems for Nivea to
make proper marketing plan due to lack of resources. Management of the organization is
also suffering from the lack of human and other resources which also creates various
complexities like delay in the execution of plan in the nation (Scheid, J., 2011).
2.2 How Nivea firm can overcome these issues to marketing planning
As per the case study, management of organization can use proper culture to motivate the
employees which can give effective environment for them. Nivea can remove strict rules and
regulations by discussing with employees in the meeting. Further, This this process can contribute
effective role for firm to make an effective marketing plan in the market.

In addition to this, management of Nivea can provide effective training and development
sessions to improve their the knowledge of employees in the respect of marketing activities. This
approach can help the firm to increase core knowledge in this field (O'Cass, Ngo and Siahtiri,
2012). This way, employees of enterprise can get huge help to make effective marketing plan.
Management of Nivea can provide proper resources for staff members which can helps to
make better marketing plan. In addition to this, firm can hire better employees from different
sources like recruitment agencies and colleges in the nation. This Thus, organization can reduce its
complexities to make an effective marketing plan (Piercy. and Morgan, 2015).
TASK 3
3.1 Make marketing plan of Nivea designed for Rugby world cup 2015
To make marketing plan, Nivea has to decide proper objectives for this sport activity.
Objectives-
 To increase 20 % market share of Nivea in the market of UK.
 To enhance 10% percent sales of skin care products of the firm.
 To improve brand image of organization in the market (Sashittal and Tankersley, 2015).
Market strategies
 Management of Nivea can uses effective promotional strategies like television, radio and
social media to increase its the sales of skin care products. This process can help the firm to
develop better marketing plan for Rugby world cup 2015.
 Organization can make provide free sampling of men skin care products in the Rugby
matches which can help to increase the number of sales of its products in the nation (Whalen
and Holloway, 2012). In addition to this, Itit can also aid to create proper brand awareness in
front of various people.
Evaluation
 Management of Nivea can take proper feedback from the consumers in the nation.
 It can measure the activities of present employees who are involved in marketing plan.
3.2 Explaining why marketing planning is essential in the strategic planning process
Marketing planning plays an important role to develop proper strategy in the Nivea. It gives
proper information for the development of strategic planning. It can help to develop strategic plan
of firm in order to get success by increasing profit of skin care products in the market. In addition to
this, marketing planingplanning also contribute effective role for Nivea to fix its goals and

objectives in the market. This thing is essential for strategic planning process in the nation. Further,
marketing plan also guides organization to take gain competitive advantages by beating sales of its
competitors in the United Kingdom. It also helps the firm to develop proper strategy. Further,
Marketingmarketing planingplanning helps aid in preparing base of strategic planingplanning
process in the case of Nivea. This way, management of firm can increase its sales in the nation
(Donnelly, C. and et.al., 2015).
3.3 Techniques of NIVEA's new product development for Rugby World Cup 2015
NIVEA can use the following techniques for developing the new products for the Rugby
World Cup 2015, which is are explained below. Blind test: In this, NIVEA can conduct test for its new product for Rugby World Cup 2015
for finding the actual product superiority without the having proper information of the
various elements of the marketing mix for finding the actual product superiority. There will
not have proper knowledge of the various elements of the marketing mix and due to this
reason, this such test is called as blind test. Brainstorming: In this technique, NIVEA can conduct the meeting in which it needs to
involve all the employees for writing their ideas for the development of the new product. It
also have has to appoint a facilitator for monitoring the whole process of brainstorming
properly. This technique will provide various new, fresh and innovative ideas for the
development of innovative and unique product in the market (O'Keeffe and Clarke-Pearson,
2011).
 Expert's opinion: Next approach which firm can use is opinion of the expert professionals
and experts. For this, it needs to conduct expert survey with the help of small samples for
finding new and appropriate ways for developing product either for MEN or Women
(Techniques and concepts for new products, 2004).
3.4 Justification of the recommendations for the pricing policy, distribution and communication mix
Recommendations for the pricing policy, distribution and communication mix are as under:
 NIVEA should follow the cost leadership strategy for increasing the sales of its product
along with the market position.
 The price Price of the product needs to be low so that people from the diversified field can
purchase that product which will results to increase in the number of customers.
 Distribution of the product should be proper and conducted with the help of effective
transportation so that there will not occur any delay in reaching the product to the
appropriate stores.
 There is need of proper communication among the suppliers, distributors, stakeholders of
the company for the appropriate marketing of the product.

 Company should use appropriate means of promotion and marketing such as personal
selling, advertisement on the televisions, internet, radio, etcetc. for communicating the
message of related to new product to the customers (Cheung and Thadani, 2012).
 Firm can maintain good communication with the customers by using CRM model and can in
order to aware them about the new product. by contacting them with the help of CRM.
3.5 Factors affecting the effective implementation of the marketing plan for NIVEA
Factors affecting the effective implementation of the marketing plan for the NIVEA are
explained below. Economic Conditions: Economic conditions of the UK can affect the implementation of the
marketing plan with respect to the new product of the NIVEA. Economic factor includes
inflation rate, employment, taxes, government spendingsspending, etcetc. which can affect
the demand, supply and price of the product and it will directly affects marketing plan
(Blackston and Lebar, 2015.).
 Customer Composition: The preferences Preferences or and expectations of the customers
can affect the implementation of the marketing plan. This customer composition consists iof
the buying frequency, age, income level, occupation, education, hobbies and many other
factor that can affect the future demand of the product in the market which will lead to
impact on the effective implementation of the marketing plan of the in the context of
NIVEA (6 Factors that affects your marketing plan, 2016).
TASK 4
4.1 Influence of ethical issues in planning
Marketing ethics are the moral principles and regulations created to manage authenticity in
planning. The ethicsEthics are the governing agents of the business enrolled on promotional and
advertising activities (Banks, 2012). Ethical issues directly influence the process of marketing
planning. At the time of market research, if the researcher leaks data collected that then this would
be termed as invasion of consumer privacy. Employees at Nivea must make sure to protect and
safeguard data and information collected about customers. In many instances, of if, researcher at
Nivea excludes groups like gay, low earning group, minority or other then this will be ethically
wrong. It is not ideal for the organization toorganization to exclude any kind of potential
customers. Target audience must be properly estimated and their needs and as well as demand must
may be understood. So so as to as develop an effective product for Nivea. Sometimes, Thethe
advertisement shown through TV and newspaper influences sometimes may not show the exact
message or it may misguide the public (Pulendran, Speed and Widing II, 2015). The audience may
interpret something else and the advertisement may deviate from the original content. In order to
overcome such situation, Nivea will have to create clear and descriptive advertisement which

produces exact message to the public.
4.2 Examples of how Nivea respond to ethical issues
Nivea have has formulated many strategies over the time to tackle the ethical issue. For
example: the main criticism over child abuse was addressed by the top management among media
through press conference (Harriss and Atkinson, 2013). There Here, the officials of Nivea clearly
clarified that no suggest activity is been undertaken by this. To brain wash and clear
companiescompany’s image in the market, Nivea designed special products for children. In This
this way, they proved that they care for children and do not follow any unethical things like child
abuse. At many instance: Nivea was also targeted that it undercuts price. These allegations were
brought up by Nivea’s competitors. As per the rival’s allegations, Nivea on purpose keeps the
price of its product low so as to create barriers of entry. In order to address this situation, Nivea
stated through magazine interview and newspaper that its low price policy is due the fact that it uses
enhanced technology (Hassan, 2012.). This technology is responsible to lower the manufacture cost.
To counter strike its competitors, management of Nivea in a press release clearly stated that Thus,
“any allegations of price cutting is falls”.
4.3 Analyse examples of consumer ethics and effect on marketing planning on Nivea
Consumer ethics relate to protecting environment and safeguarding the fundamental
consumer rights. The consumer ethics It comprises of recognizing consumer propaganda, providing
safe and healthy products to use or and maintaining sustainable business environment (Palia, De
Ryck and Mak, 2014). For example, in order to maintain sustainability, Nivea has to use products
that are organic and free from chemicals. This is also to make the product safe for use. Nivea
propagates the use of low energy saving methods so as as to save energy. This way company is also
able to reduce the cost of its manufacturing. Thus, a reasonable pricing policy can be developed by
Nivea. By adhering to the consumer ethics , Nivea has to face deficit and losses at many times
(Pulendran, Speed and Widing II, 2015). Apart from this, the planning also disrupts as a lot of time
and money has to be enrolled in developing advertisements that do not bring unethical issue among
the consumers.
CONCLUSION
From the above report, it is found that changing perspective contributes effective role for
Nivea to make proper marketing plan. Weaknesses, rivalry among the firms, political and legal
factors etc. also affect the marketing plan of organisation in the market. Proper culture and
recruitment of more employees also helps in reducing barriers of marketing planning. Proper
marketing plan also aids in increasing sales of skin care products in Rugby world cup 2015. In
addition to this, new product techniques contribute effective role of Nivea effectively to increase its

the sales and profitprofitability of Nivea. in the nation. At last, Itit can be concluded that ethical
issues like data secrecy also affect the marketing planning of company in United Kingdom.

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