How Nivea's Marketing Strategy Influences Male Customers in York

This report investigates the influence of Nivea's marketing strategy on the purchasing behavior of male customers, specifically focusing on the market in York, UK. The study begins with an introduction that highlights the increasing importance of male consumers in the beauty and grooming sector, ...Read More

HOW MARKETING STRATEGY OF NIVEA INFLUENCES
PURCHASERS FOR MALE CUSTOMER AND ITS BRAND'S
POSITION AT YORK'
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Table of contents
1.0 Introduction:.....................................................................................................................3
1.1 Background of the research:.............................................................................................3
1.2 Rationale of the research:.................................................................................................3
1.3 Objective of the study:......................................................................................................4
2.0 Literature Review:............................................................................................................4
2.1 Impact of marketing on the customers’ behaviour:..........................................................5
2.2 Impact of marketing on the brand position of a company:...............................................6
3.0 Research Methodology:....................................................................................................6
3.1 Outline of the Research methods:.....................................................................................6
3.2 Choice of Methodologies:................................................................................................7
4.0 Findings and Discussion:..................................................................................................8
4.1 Finding of the research:....................................................................................................8
4.2 Discussion of the findings and outcomes of analysis:......................................................9
5.0 Conclusion and recommendations:.................................................................................10
6.0 Limitations:.....................................................................................................................11
7.0 Reflection on learning:...................................................................................................12
Reference list:.......................................................................................................................13
Appendix:.............................................................................................................................16
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1.0 Introduction:
Marketing strategy is one of the crucial and valuable functions of a business. an organisation
can only manage to seek profit if the customers are aware of the product and the service the
company sells and hence buys them as per the their individual needs. This paper will present
a study taking the marketing scenario of Nivea, a German skin and body care company. The
study focuses on how the marketing strategy of the company influences the buying behaviour
of its male customers. Along with that the paper also sheds light on the brand positions that
the company has in the market of York, UK.
1.1 Background of the research:
Nivea is a German company which concentrates on the production and the provision of the
skin and body care products. However, as per the common perception of the society, only
potential customers of the company are then the female customers. However, the real life
scenario has changed and male customers have also shown a great demand when it comes to
the case of beauty and grooming product. Papadopoulos and Heslop (2014) highlighted that,
the demand for these products by male customers have increased significantly since the last
century. Another interesting fact is that, the male customers demand in this sector is expected
to reach $43 billion by the end of the 2020. Thus, along with the understanding of the buying
patterns and the needs of the female customers, it is also important for Nivea to study and
understand the case of the male customers as well (Creswell, 2013). This is required for every
company in this sector who wants to sustain in the long run by making a handsome profit for
the company. In addition to that, gaining a competitive advantage over the rivals in this sector
also requires the company to assess and evaluate its position in the market of the York.
1.2 Rationale of the research:
The rationale of the study lies in the fact that the marketing strategy influences the buyer's
behaviour especially for male customers as well as the brand position of Nivea. It is highly an
issue throughout the world since Nivea has got a high brand value as well as the corporate
image by utilising their effective marketing strategies in the market (Pelham, 2015).
However, this is an issue now since the buyer's behaviour especially of male customers is
broadly influenced by the marketing strategy of Nivea and has increased the potential sales as
well as benefits of the company. The research shades lights upon the impact or the influence
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of marketing strategy on brand position and buying behaviour of male customers (Leonidou
et al. 2013).
Along with the demand from the female customers of the products provides by the company,
the male customers have also shown its interest. In addition to that, according to Kurt and
Hulland (2013), the market for these products and the demand from the male customers are
expected to increase many fold before the year 2020. Therefore, there is a huge gain at stake
for the companies in this sector. Consequently it is necessary for Nivea Company to
understand the buying pattern of the male customers as well to be at a competitive position in
the market of York.
This is an issue for the company because all the rivals will be undertaking strategies to target
the male customers of the industry and eventually will outperform Nivea and capture the
gains to be had. Therefore it is necessary for the company to undertake studies to understand
the buying preference and the pattern of the male customers of the industry. This paper sheds
light on that point of the concern of the Nivea Company which may give an evaluation of the
position of the company in market of the York.
1.3 Objective of the study:
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
2.0 Literature Review:
Nivea is considered to be an established name for indicating a high quality beauty and skin
care products. it utilises an exceptional marketing strategy which includes a marketing mix 4
P's that has helped it to get the brand value and brand position in the market of York. Wei et
al. (2014) stated that male customers are not easily motivated for buying any skin care
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product and is difficult to identify their buying behaviour in this concern. It might happen that
the male customers are highly influenced for buying skin care products in order to keep their
skin glow in fact and this can only happen when the brand position of the brand value of any
product is quite high. Helm and Gritsch (2014) supported that higher price range of products
in influences customers since they receive a wife that higher price would indicate higher
quality.
2.1 Impact of marketing on the customers’ behaviour:
Marketing is a tool used by the contemporary companies of the in order to reach out to the
potential customers of the goods and the service provided by the company (Zeriti et al. 2014).
There are many functions which are done by the marketing department of a company so that
the management of the company successfully interlinks with the customer of the company.
One of such sub functions of the marketing team is to communicate with the potential
customers of the company. According to Schleimer et al. (2014), this communication from
the side of the marketing department continuously learns the changing needs of the
customers. In addition to that, the management professionals and the marketers also put
forward the new development of the industry. This in turn makes the consumer to change
their mind and hence, the marketing successfully impacts the buying behaviour of the
company (Kurt and Hulland, 2013).
Furthermore, the advertisements, contents and the messages also psychologically impact the
minds of the customers. Most of the individual in the modern world makes up an image for
each of the brands in the industry. Krush et al. (2015) stated that in this case a mental
procedure to rank the brands of the industry takes place among the potential customers of the
company. This image is developed solely by the content and the messages the company put
forward targeting the customers of the company. Therefore, advertisement branch of the
marketing procedure directly impact the minds of the potential customers and influences the
behaviour of the customers. In addition to that, Kumar et al. (2013) noted that efficiency in
the operation of the marketing department also explains the increased brand recognition of
the company. Increased brand recognition of the company in turn makes the brand famous
among the customers of the company and eventually improves the sales of the company.
Additionally, branding of the products and the services also assigns additional value in the
products and the services that are being sold by the company. This is also a bi product of the
operation of the marketing. Therefore marketing is that tool of a business which solves many
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of the purpose having just one name (Helm and Gritsch, 2014). As per the study of Chen et
al. (2015) it is seen that those business which invests more on the marketing aspect of the
business, tends to get their name recognised by the customers of the company. This is the
reason why the big players of any of the industry selects the best channel for the putting their
messages and the advertisement content. Although, in this regard Helm and Gritsch (2014)
stated that brand susses and the marketing does not relate to each other, because according to
another study, big car companies does not put their advertisements on any kinds of media and
still manages to make a huge business for their company.
2.2 Impact of marketing on the brand position of a company:
As discussed above there are many of the sub branches who collectively work in order to
fulfil the marketing objective of the company. One of the crucial parts of the marketing
branch is the marketing and research. This department of the marketing carries out research
among the potential customers and the population of a geographical location in order to
understand many of the elements related to the customers in that location. Chen et al. (2015)
stated that there are many of the factors which change the buying behaviour of the customers.
One of such factor which changes the behavioural pattern of the customers is the
geographical location. Therefore the marketing research is an effective tool for a company to
understand the position of the company in the minds of the customers (Hassan et al. 2013).
The companies change the internal strategies and the policies in line with the needs and the
behaviour of the customers which comes as a result of the marketing research. This
marketing research and the associated changes in the policies change the image that the
member of the society holds for the brand of the company (Leonidou et al. 2013). Again the
advertisement sub section of the marketing department, continuously gives content and
messages to the potential customers of the company. This continuous delivery of the content
impacts the image that the individual has in their minds.
3.0 Research Methodology:
3.1 Outline of the Research methods:
The researcher uses positive philosophy, Descriptive Research Design and deductive
approach to conduct the research. Both Quantitative as well as qualitative analysis could be
held in this subject matter and productive and fruitful outcomes could be gathered through the
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research (Creswell, 2013). Simple random sampling is to be used for quantitative research
while conducting surveys on 75 respondents out of 100 entire populations. For qualitative
analysis is in order to gather primary data, interview shall be conducted and for quantitative
analysis, survey is to be conducted. In order to gather secondary data for both Qualitative and
quantitative analysis books, journals and different websites might be helpful.
Research methodology enables the researcher to carry out the research in a systematic way so
that the aim and the objective of the research are appropriately initiated (Saunders et al.
2009). Each of the choices of the research methodology changes the direction of the research
in favour of the aim and the objective. As a researcher, there are many of the choices
available to make in order to approach the research in a suitable way. These involve the
research philosophy, the research design, the research approach, the data analysis technique
and the sample for the research (Kothari, 2004).
3.2 Choice of Methodologies:
Research philosophy is the basic belief which instils a principle in the minds of the researcher
related to the topic of the research. It is the key paradigm which influences and shapes other
choices of the research methodology and hence eventually helps the researcher to fulfil the
objective of the research. In this paper positivism philosophy has been used, as it searches the
phenomena of the universe which is prevalent in fact (Saunders et al. 2009). Therefore this
choice related to the research philosophy is the suitable for the research. The next choice
related to the research is the research design. The design of the research provides the layouts
of the research which helps in the presentation aspect of the research. There can be three
choices in terms of the design of the research (Saunders et al. 2009). However this paper
looks to understand how the marketing activities impact the buying behaviour of the male
customers. In this case, description of each of the elements of the topic needs to be there.
Therefore, in this case, descriptive research design is chosen for the research as it is the most
suitable given the topic of the research. Other design such as the deductive and the
explanatory does not fit and target the research aim and objective of the paper.
Furthermore research methodology also allows the researcher to choose the research
approach for the paper. The research approach highlights the direction of the research
(Kothari, 2004). There are two of the choices when it comes to the approach of the research.
First one is the inductive approach, which goes from a specific case to a general case. On the
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other hand deductive approach is the one where the research goes from a general case to a
specific case (Saunders et al. 2009). This research first talks about the theories and the
concepts of the research and addresses the specific case of the Nivea. Therefore in this case
the deductive approach has been chosen. In addition to that, unlike the other choices of the
research approach, deductive approach is in line with the choice of the research philosophy
which is positivism.
Data in this case can be of two types, primary and the secondary data. This research considers
both the primary and the secondary data for carrying out the research (Saunders et al. 2009).
The primary data are the data which are collected from the source of the respondents and the
secondary data are the data which are collected from the indirect sources of data. Data in this
case is analysed based on the collected primary and the secondary source of the data. For the
primary qualitative data, qualitative data analysis has been carried out in order to fulfil the
aim and the objective of the research. In this case the researcher has chosen to carry out the
interview with the respondents of the company. Again the researcher also has chosen the
secondary data from the journals and the articles related to the topic of the research. This
according to Kothari (2004) helps in the gaining knowledge about the concepts and the
theories of the topic being researched. In addition to that, the research also has chosen to
carry out a quantitative analysis on the collected data from the respondents. Through the
process of the simple random sampling, 75 of the 100 population are chosen for the interview
process of the research. The sample in this case is the chosen 75 people and the population
for the research are the overall population of the York.
4.0 Findings and Discussion:
4.1 Finding of the research:
4P Market mix for the Nivea:
The marketing mix of Nivea is the marketing mix of Nivea is illustrated as follows:
Product: Nivea considers understanding the market to be the first stage for building up an
effective marketing mix. As suggested by Solomon (2014), it uses market research for
targeting the key segments of market which identifies various groups of people with
equivalent characteristics as in gender age lifestyle and attitude. The understanding as well as
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the knowledge from the research helps Nivea in developing new products for both male and
female customers.
Price: Ample factors affect any products and price for instance damn production costs and
the maximization of profits and sales. The price of any product needs for providing the value
of money within the market and attract the customers to purchase (Kumar et al. 2013).
Several pricing strategies can be used by different companies in order to market their
products. Nivea uses excellent pricing strategies to attract men and increased its brand
position in the city of York.
Place: Place addresses the arrival of the products at any point of sale this implies that the
business is supposed to think about the distribution strategies used by the company to sell off
the products. As observed by Zeriti et al. (2014), this includes the retail outlets as in
supermarkets and High Street shops which would attract the customers through display of
products. This strategy also includes various other ways by which the business of Nivea
could make the products available likely to the market which is targeted by them.
Promotion: Promotion is the method of persevering customers to buy the products of any
business. In words of Schmidt et al. (2014), it can be done through the above the line
promotion or below the line promotion which are too extensive methods of attracting
customers. Nivea uses exclusively above the line promotion where it approaches the social
media as a newspaper or TV to promote their products and even the support celebrity
endorsements so that gives customers get attracted towards it.
4.2 Discussion of the findings and outcomes of analysis:
As per the interview carried out with the 75 respondents out of the population of York, most
of the respondents have said that, it is the advertisements and the availability of the products
which have intrigued them to demand men’s’ grooming product. As per the respondents
there was need for such products due to the increasing heat and the pollution of the world.
However most of the respondents were not aware of any kinds of product from any of the
famous brands which could satisfy the needs of these customers. Therefore, reacting to the
results of the marketing research and reaching out the customers have increased the demand
for the products of the skin and beauty sector in case of the male customers.
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In addition to that, communication from the side of the company in orders to understand their
needs and the buying pattern also have led them to demand high amount of these kinds of
product. Most of them have argued that there was a stigma attached with the demand of these
products from the side of the male customers which the marketing department of Nivea has
successfully demolished. It is now comfortable for them to express their needs in terms of the
beauty and the grooming products of Nivea.
Furthermore the respondents also have said that, the products have satisfied their needs till
now and they are looking to be loyal customer of the company. A good number of the
respondents also expressed that they will, in future, recommend their friends to use these
products to meet their skin and grooming needs. The respondents also mentioned that, due to
the availability of the number of companies in this sector their choice for the product have
increased. In this case the company needs to invest more on understanding the needs of the
male customers so that the market share in the York can be increased. This also requires the
company to reconsider its branding strategies so as to remain at the top priorities both among
the female and the male customers of the company.
According to the interview carried out with the managers of the company, the managers gave
clear indications that the interaction with the customers of the company needs to be enhanced
in order to improve the brand position of Nivea in the market of the York. In addition to that,
better operation of the marketing department of the company is also required to put the
company in the top most position in the market of the York. Again the marketing procedure
of the company also has reached out to more number of the member of the York which have
increased the recognition and hence increased the brand name of the company.
5.0 Conclusion 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. In addition
of that the marketing operation of the company also have impacted the brand recognition
which eventually has put it in a competitive position in the market of the York when it comes
to the skin and beauty products. 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
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market of the York. Therefore according to the finding of the research, the marketing
operation of Nivea has fulfilled two of the objective of the company.
However as discussed above, there are more gain to be had in the skin and beauty industry
which the company can extract both via the male and the female customers. In that case the
marketing department of the company can undertake few of the strategies as well. As per the
study of the marketing process of the Nivea, it is recommended to the management of the
company to consider the male customer of the company as important as the female customer
of the company. The company needs to understand that in order to capture the expected gain
of the future gains to be had, the male customers of the company needs to be taken care of. In
addition to that, the study says that the male customers of the company are looking for more
products from the company. Therefore the product portfolio of the company needs to be
increased. Again as per the finding of the research the men usually do not demand these type
of products as they do not know about the products that are available in the market. In this
regard it is recommended to the management of the Nivea to carry out more detailed
customer interaction process so as to understand more needs of the customers of the
company.
Furthermore, study shows that, the sector is expected to grow manifold due to the demand
from the male customers of the industry. Thus, the firms need to concentrate to enhancement
of the brand image of the company. In that case it is recommended to the company to invest
more on the advertisement subsections of the marketing procedure.
Through the findings it is easily deduced that, marketing strategies of Nivea influences the
buying behaviour of male customers along with his brand position on high note. However it
could be suggested for the company to use 7P’s as a marketing strategy to improvise its
marketing skills.
6.0 Limitations:
While conducting the research many issues had been found such as ethical issues,
accessibility issues as well as reliability and validity issues. While conducting the quantitative
research during the service and interviews, the researcher might face ethical issues as in menu
respondents do not want to answer the questions which are being asked while the research is
being carried out as in respondents do not want to answer the questions which are being
asked while the research is being carried out. In the qualitative research analysis, the research
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might have faced the problem of biases and getting easy access to the journals articles and
books. Some articles might ask for logging in, show irrelevant content else might be of
different language which causes hindrance in the research. It consumes a lot of time and
makes the work hectic.
In addition to that, due to the lack of availability of time the research could not go in detail of
the issues of the topic. Extra amount of time to the researcher would have enabled a detailed
discussion on the impact of the marketing procedure of the Nivea on the buying behaviour of
the male customers of the company. Again the fund available to the researcher was limited
therefore it was not possible for the researcher to accesses all the necessary sources of the
secondary data which is used in the analysis of the data collected for the research. Most of the
genuine and authentic sources of secondary data need the access fees and hence access was
denied due to the low amount of fund available to the researcher.
7.0 Reflection on learning:
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.
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Appendix:
Questions to the manager of the company for the interview:
Q1. Have seen changes in the behaviours in the industry?
Manager Response
Manager 1 “Yes more male customers are demanding
our products.”
Manager 2 “Obviously the demand of the customers
regarding the product of the company has
changed.”
Manager 3 “ The male customers are also having their
needs for the products and the service of the
company”
Q2. How do you think the brand position can be maintained by the management of the
company?
Manager Response
Manager 1 “The company needs to invest more on the
advertisement of the products and the
services.”
Manager 2 “Stronger relationship with the customers
will help the company to enhance their brand
recognition and hence brand positioning.
Manager 3 “The marketing managers of the company
need to interact with the customers of the
company in order drill the name of the
company in the minds of the customers.”
Q3. Do you think the addressing the needs of the male customers can help gain the
market share of Nivea?
Manager Response
Manager 1 “Yes they are the channel by which the
16

company and the other company of the
industry can increase their market share.”
Manager 2 “The male customers of the industry are the
scope for the industry to grow its business.”
Manager 3 “Attracting more male customers can
improve the business of the company and
industry as a whole.”
Q.4 how the marketing department can manoeuvre so as to attract more male
customers of the company?
Manager Response
Manager 1 “Along with the female products the
company needs to advertise separately for the
male products of the company.”
Manager 2 “The management of the company needs to
introduce more products especially for the
male customers.”
Manager 3 “There are still other needs of the male
customers which the company can fulfil,
therefore, the marketing research department
can carry out thorough study of the male
customers.”
Q.5 What strategies the company can undertake so as to deal with the tough rivalry of
the competitors?
Manager Response
Manager 1 “ As per the tradition of the company, the
quality of the products can keep all the
competition away”
Manager 2 “ In order to handle the challenge from the
side of the rivals the management needs to
concentrate more on the quality of the
17

products”
Manager 3 “The action that needs to be taken will
depend on the situation of the market and the
needs of the customer at that point of time.”
Q.6Do you think Nivea has the capability to capture all the gains to be had of the
market?
Manager Response
Manager 1 “Nivea has been one of the top company in
the industry, the added male products and the
quality will be doing the things for the
company.”
Manager 2 “If the management of the company
undertakes few of the necessary strategies
from time to time then it is possible for the
company to capture all the gains.”
Manager 3 “It all depends on the future activity of the
management team of the company.”
Q.7Do you believe that given this scenario marketing is one of crucial skill which can
determine the fate of the companies?
Manager Response
Manager 1 “the company which can systematically
manage their marketing department has the
high chance to capture the market of York in
future.”
Manager 2 “Marketing is going to be crucial for all the
companies including Nivea in the coming
days.”
Manager 3 “I believe marketing along with the other
functions of the company only ensure a
successful performance of the company in
18

the future. Thus a holistic approach is
desirable from Nivea.”
Q.8 Do you think managers and the other employees can influence the process in any
way?
Manager Response
Manager 1 “The employees need to be motivated and
work on behalf of the company in order to
make the most of the upcoming opportunity
in the industry.”
Manager 2 “In this stage the company image needs to be
maintained and the frontline staffs need to be
more careful.”
Manager 3 “Of course, they are the main pillars of the
company after all.”
Q.9 So the management needs to take care of interest of the employees as well. What do
you think?
Manager Response
Manager 1 “The management needs to keep the
employees motivated by taking care of the
payment and other remunerations.”
Manager 2 “In this period of time the management may
make an investment in terms of increasing
the salary of employees just to make them
work for the aim and the objective of the
company.”
Manager 3 “I am not sure whether anything can be done
by the side of the management in order to
keep the employees motivated and engaged
with the activity and the aim of the
19