Developing a marketing plan; using Nivea for Men as a Case Study - 825 Words

Developing a marketing plan; using Nivea for Men as a Case Study (Case Study Sample) Content: Name Professor Course Date Developing a marketing plan; using Nivea for Men as a Case Study Introduction Nivea for Men started out with selling aftershave cream that did not contain alcohol (Niveamen.co.uk, 2015). This was a game changer as it was one of a kind. Therefore it did well in the market. Soon, Nivea for Men started introducing other products for male use and now has a range of products that men can use. Company strength One of the company's strengths is that it is the leading male facial skincare brand, thus has strong brand recognition (Marketingsociety.com, 2015). Also, it staff has the requisite skills for developing the products and also for marketing them as well. This means that it has a team that develops the products in accordance to what the consumers say they would like, and are promoted by the marketing team. For this to happen, the company has to have adequate financing (Marketingsociety.com, 2015). Nivea has this. The Problem The key issue is that Nivea has lost sway as the leading product for men (Marketingsociety.com, 2015). There is lots of competition from other brands. Also, its online presence is not as powerful as it used to be. This is because of having an advertising campaign that appeared as racist to many people, thus ruining their reputation. Thus, it needs a marketing plan that will make it relevant again. Company's Recovery Strategy The company is responding to the issues mentioned by using women, as they are usually the initial purchaser of male skin care products (Evans, et al.). To do this, a marketing plan that would appeal to women, create customer loyalty from the men and also expand the market share of the company was needed. Strategy Success Overview The success of this strategy was that it reached a great number of women as they were giving gifts to the significant men in their lives. It succeeded and the sales went up (Marketingsociety.com, 2015). The problem with this strategy was that it was mainly used just before the Christmas holiday. It would lose relevance being used at any other time. Also, it relied on Facebook as the online store. It did not rely on other social media platforms such as Twitter and Instagram. Unforeseen Result The unforeseen result was that the marketing strategy would no longer be popular past Christmas. This is because no efforts were made from Nivea for Men's marketing team to make it relevant past the time it was at the peak of its popularity (Evans, et al.). The excitement therefore died down from then on. Conclusion and Recommendations Nivea for Me...