The Nivea brand is one of the most recognized skin and beauty care brands in the world. Nivea for Men developed a fuller range of male skincare products. This reflected the growing social acceptance of these products with male consumers. The good thing is that the brand was able to exploit its knowledge of the skincare market. Nivea used a research team so that they can know what a good product is or target consumer in a market.
Looking at the SWOT analysis of Nivea for Men, I believe that their decision of making a new product is a good idea. They seemed to have new ideas of what to offer the market so that they can survive. It is important to get the promotional balance right. Nivea for Men promoted the new launches of its products through mixture of above-the-line and below-the-line promotion. The use of sports is the key element here. They supported football events at a gross-roots level through its partnership with Powerleague to build positive relationships with men. It allowed the brand to build and maintain a consistent dialogue with men, which helps to drive sales.
But this article shows the product of Nivea which focuses only to the skin care and the men. Isn’t this a marketing myopia? As a have learned from the past articles and blogs I made, I realized that this is not just another marketing myopia. It is because they have long-term plans and strategies. Marketing myopia explained that if that product is the product of the company. They only focuses on that one and they don’t look at different angles or perspectives. But this article, the Nivea for men, shows that it is just a branch of the expanding marketing of a firm.
This long term plan and strategies are connected to McKitterick. And this is shown in the marketing pan of Nivea. They used a SWOT analysis to help it assess the market and to show the stability of the market. Nivea for men came up with different strategies and tactics to make the company better. They did used the 4 P’s(promotion, pricing, product and place). They studied the market very well. And that is a good thing.
The marketing plan of Nivea for Men for re-launch used past performance and forecast data to create a new marketing strategy. This built on the branch and company’s strengths to take advantage of the increasing change of male attitudes to using skincare products.