Case study on nevia

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Presentation Transcript

Slide 1: 

CASE STUDY ON PRESENTED BY 5031 Bhakta Ram Rana

Introduction : 

Introduction The NIVEA brand is one of the most recognised skin and beauty care brands in the world. NIVEA creme was first introduced in 1911 and the NIVEA brand now extends to 14 product ranges worldwide from suncare to facial moisturisers, deodorant and shower products. In 1993, NIVEA FOR MEN developed a fuller range of male skincare products. The NIVEA FOR MEN brand was launched in the UK in 1998.

Product of Nivea : 

Product of Nivea Face care Men's care Nivea soft Nivea cream Body care Lip care Sun care Deodorants

marketing plan : 

marketing plan A business needs to set its overall direction for the company through a business plan. This plan sets out how the company is to achieve its aims. The aims and objectives of a business inform and shape its business plan. A vital part of the overall business plan is the marketing plan. The relationship between the two plans is shown in the diagram. Marketing plans can cover any time period, but normally set out activities for the next one to five years at either a business or brand level.

Key element of the business plan : 

Key element of the business plan Business aim &objective Business plan Product service & position in the market Market data include size trend and competation Marketing plan Manufacturing & operational plan Financial information including the budget

The main sections of the plan cover: : 

The main sections of the plan cover: SWOT and competitive analysis – to assess where the business or brand is currently and what competitors are doing objectives – what the plan needs to achieve the marketing strategy – how the objectives will be achieved sales forecast – by how much sales are likely to increase budget – how much the marketing activities will cost and how the plan will be financed evaluation – how outcomes will be monitored and measured.

Objectives setting : 

Objectives setting Framework for constructing objectives in a way that meets a business aim. SMART objectives for the NIVEA FOR MEN relaunch. These are Specific, Measurable, Achievable, Realistic (given the available resources) and Time constrained (to be achieved by a given date).

promotion : 

promotion advertising in men’s style and fashion magazines along with product sampling was a major promotional tool. In the 1990s, the company used radio, television and press advertising together with sampling. Since 2000, there has been a greater emphasis on consumer needs and an increasing use of experiential activities in the promotional mix.

Television AD : 

Television AD

Success of NIVEA : 

Success of NIVEA market share - Did the re-launch accelerate this growth and help achieve its market share objectives? NIVEA FOR MEN is market leader in many countries and is consistently gaining additional market share. overall sales - NIVEA FOR MEN skincare products grew by almost 20%. Its sales in the UK market at retail in 2008 were nearly £30 million and in line with expectations. • brand image ratings - NIVEA FOR MEN was the Best Skincare Range winner in the FHM Grooming Award 2008 for the fifth year running. • product innovation - In response to consumer feedback and following extensive product innovation and development, the NIVEA FOR MEN range has been expanded and the existing formulations improved.

Q1- Describe two pieces of data that NIVEA used when preparing its marketing plan to relaunch NIVEA FOR MEN. : 

Q1- Describe two pieces of data that NIVEA used when preparing its marketing plan to relaunch NIVEA FOR MEN. Two piece of data used The marketing plan for the re-launch used past performance and, forecast data to create a new marketing strategy... “ The more detailed information that's been collected beforehand, and the more planning that's been done ahead of time, the faster and more pleasant the trip .”

Q3- Using the case study, put together a SWOT analysis of NIVEA’s position just before the relaunch of NIVEA FOR MEN : 

Q3- Using the case study, put together a SWOT analysis of NIVEA’s position just before the relaunch of NIVEA FOR MEN Weakness Focus purely on women THREAT Rebranding may not increase sales People may preferred traditional look Competition Opportunities Increase sales Reach out to other buyers Have a new modern look STRENGTH Well known logo Simple effective design Cost leadership strategy SWOT ANALYSIS

Q4 - Discuss how effective you think the marketing plan for NIVEA FOR MEN has been : 

Q4 - Discuss how effective you think the marketing plan for NIVEA FOR MEN has been To improve formula of the product To extend the Nevia for man product range New re lunch formula New hiquality product 20+ product Market research Market analysis Consumer research finding Beiersodraft Skeen research center Face cleaning saving After save Face care

Slide 14: 

1=focus on product development- combined with an emphasis on consumer needs is a key differentiator for NIVEA FOR MEN 2=marketing strategy for the re-launch was promotion-1980s, advertising in men’s style and fashion magazines along with product sampling was a major promotional tool. In the 1990s, the company used radio, television and press advertising together with sampling .since 2000,there has been a greater emphasis on consumer needs and an increasing use of experimental activities in the promotional mix.

Slide 15: 

3= Experiential marketing-two-way communications that bring brand personalities to life and add value to the target audience. This helps build an emotional connection between the brand and the consumer. 4=create stronger brand affinity=the brand to build and maintain a consistent dialogue with men, which helps to drive sales. 5=Promotions were used to attract new customers- dedicated NIVEA FOR MEN website to support its products and provide information to educate men on their skincare needs

conclusion : 

conclusion 20 Years of NIVEA FOR MEN Successful men’s care: NIVEA FOR MEN – the face care market leader in 24 countries celebrates its 20th birthday with a formula and design relaunch as well as a large number of new products.

Slide 17: 

THANK YOU

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