PRESENTED BY

GROUP NO- 12

VIJETA BHARTI
VIKASH KR. SINGH
VINOD KR. YADAV
VISHAL KR. SINGH
VIVEK RANJAN
VIVEKANAND RAI
 INTRODUCTION
A. NIVEA is a recognised global brand for skin and
body care product.
B. It is own by German company Beiersdorf.
C. NIVEA cream was first introduced in 1911.
D. In 1980 Beiersdorf, the international company that
owns NIVEA, launched its NIVEA FOR MEN range
internationally.
 INTRODUCTION CONT..
• In 1993, NIVEA FOR MEN developed fuller range of
male skin care products.
• In 1998“NIVEA FOR MEN” brand was launched in
UK.
 SWOT ANALYSIS
STRENGHTS
 NIVEA used the same logo from beginning.
 Product offered are simple in design and, effective.
 Strong financial base.

WEAKNESS
 Focus more on women product before the launch of
NIVEA FOR MEN.
 NIVEA has old fashioned logo.
 SWOT ANALYSIS
CONT……
OPPORTUNITIES
 Men are becoming more conscious about their skin.
 NIVEA FOR MEN male skincare products to women because
women often buy male grooming products for their
partners.

THREATS
 There is the stiff competition in the market of skin care
products .
 QUESTIONS AND ANSWERS
1.Describe two pieces of data that NIVEA used when
preparing its marketing plan to re-launch NIVEA FOR MEN.
Ans:- NIVEA FOR MEN prepared market plan to
achieve its objective. NIVEA developed its marketing
plan after the market research. NIVEA uses
 Past performance data of NIVEA FOR MEN in UK.
Forecasting data to create a new marketing strategy
to re-launch of NIVEA FOR MEN in UK.
 QUESTIONS AND ANSWERS CONT….
2. Explain why NIVEA used football to help increase its
sales of NIVEA FOR MEN products.
Ans:- NIVEA FOR MEN supported football event and
sponsors the football league. Reasons behind use of
football is-
 Football is famous worldwide and it will help NIVEA
FOR MEN to create brand awareness among the
men.
 Football is game of men basically through which
NIVEA able to build a positive male image.
QUESTIONS AND ANSWERS CONT…..
 QUESTIONS AND ANSWERS CONT…..
3.Using the case study put together a SWOT analysis
of NIVEA’s position just before re-launch of NIVEA
FOR MEN.
Ans:- STRENGHTS
 Strong brand recognition in UK’s market.
 Sound financial base.
 Aware of the changing consumers demand.
WEAKNESS
 Introduced the product in limited range.
 No set model for the marketing.
 Didn’t had the specific designed outlet for men.
 QUESTIONS AND ANSWERS CONT…..

OPPORTUNITIES
Increasing demand for men skin care products.
Men were becoming more open towards the skin
care products.
THREATS
Stiff competition in the market.
Consumer becoming more knowledgeable and price
conscious.
 QUESTIONS AND ANSWERS CONT…..
4.Discuss how effective you think the marketing plan
for NIVEA FOR MEN has been.
Ans:-
Marketing plan.
Marketing team used research data to forecast
market trends.
Uses ATL & BTL promotional strategies to reflect the
life style.
Increase in market share as well as overall sales.
Brand image.
 CONCLUSION
• The marketing plan is a cycle that begins and ends
with evaluation. The overall conclusion of the case
study is that in UK, the NIVEA FOR MEN re-launch
met its targets, which was a significant
achievement.
• With that NIVEA FOR MEN enjoys 20 years of its
success.
• Market leader of face care product in more than 24
countries
THANKYOU…
THANK YOU