The Times 100 Business Case Studies

1
The Times 100 Business Case Studies

• NIVEA
• Developing a marketing plan

2
Introduction to NIVEA

• Major brand owned by Beiersdorf
• Introduced in 1911
• A global brand with14 product ranges
• Includes moisturisers, deodorant, suncare
• NIVEA FOR MEN launched in UK in1998
• Male skincare market now worth over 117 million
• Re-launch of NIVEA FOR MEN in 2008 to increase
  market share

3
The marketing plan

• A vital part of the overall business plan
• Normally of 1-5 years duration
• Sets marketing activities for business or brand
  to achieve aims and objectives
• Assesses internal and external factors
• Internal strengths and weaknesses, budgets etc
• External economy, markets, competitors etc

4
Assessing the market

• NIVEA FOR MEN re-launch to target
• Male customers
• Women who buy for men
• SWOT analysis helps to evaluate
• brand position, products, markets
• Strengths/weaknesses within the business
• Opportunities/threats in the external marketplace

5
Strengths and weaknesses

• NIVEA FOR MEN strengths
• Leading male skincare brand
• Strong, available resources within the
• business
• Relevant skills scientific and
• commercial
• Potential weaknesses
• Relevance of product range for target audience?
• Market research up to date?
• Right sales/distribution for new target audience?

6
Opportunities and threats

• Opportunities
• Male skincare market growing
• possible to take larger share
• Changing social trends
• Men more open to buying to facial skincare
  products
• Threats
• Consumers more knowledgeable and price aware
• Expect sales promotions/offers
• Risk of competitors
• NIVEA FOR MEN needs to differentiate itself

7
Setting marketing objectives

• Market research important in determining consumer
  needs
• NIVEA FOR MEN relates to business strategy, aims
  and objectives
• To expand the market get more men buying
  skincare products
• To increase market share - grow sales to men and
  women
• SMART objectives help to ensure targets can be
  met
• Specific, Measurable, Achievable, Realistic, Time
  constrained

8
Marketing strategies

• Product differentiation through
• Brand values good quality products at good
• value for money
• Product development
• Emphasis on consumer needs
• Promotion
• Experiential marketing - engaging consumers
• in 2-way communications
• Dedicated NIVEA FOR MEN website
• Free trial samples
• Sport partnerships to create brand affinity and
  positive male image
• Targeted advertising/advertorials in mens
  magazines

9
Evaluating the plan

• Assess outcomes against marketing plan
• objectives/ targets
• Key performance indicators
• Market share - NIVEA FOR MEN is market
• leader and increasing market share
• Sales - NIVEA FOR MEN in UK worth 30 million in
  2008
• Brand image ratings NIVEA FOR MEN won FHM
  Grooming Award for 5th year running
• Inform the next cycle of development
• Product innovation - NIVEA FOR MEN range improved
  and expanded