Who else doesn’t know NIVEA? Nowadays, it is one of the best and leading beauty care brands in the world. People adore it because of its quality and effective results, as well as its affordable price. That is why consumers loved it since then. Of course, because of the changing world, not only women became conscious on their looks. Men also started to look for something that would make their looks better.
That is why NIVEA FOR MEN was launched in 1980. It was the first aftershave balm that doesn’t irritate the skin. And it proved to be very popular. From here, I can connect what NIVEA did to Robert J. Keith’s theory that the consumers are the ones who is in the center of business world. Because men wanted their own skin care products and was willing to buy it, NIVEA FOR MEN was launched in order to supply that need of the male consumers.
NIVEA FOR MEN didn’t only focus on aftershave products; they developed a fuller range of male skincare products. This proved that men started to accept these certain type of products. NIVEA FOR MEN’s strategy can now be connected with J.B. McKitterick and Theodore Levitt’s theory of being consumer-oriented. They based their products according to the needs of their consumers. In the case of NIVEA FOR MEN, they supplied the want of the male consumers to have their skincare product.
Thus, NIVEA FOR MEN wanted to have greater market share. That is why they developed a marketing plan in order for them to have a re-launch of NIVEA FOR MEN. Marketing plan is one of the most important things that a business must develop properly. It relies on setting clear and relevant objectives. NIVEA FOR MEN set S.M.A.R.T objectives for their re-launch. They also used research data to forecast market trends over the next three to five years. This helped them set their specific targets in order to increase their sales, grow their market share in the industry, and improve its brand image. One of the strategies that they used was supporting football events and had a partnership with Powerleague. Through this, they were able to make stronger relationships with men, as well as stronger brand affinity among their male consumers since football is one of the favorite sports of men in UK.
Indeed NIVEA FOR MEN was able to make their re-launch very successful. On their goal to increase their market share, the result was they became the number one market dealer in many countries, proof that they indeed gained market share. They were also able to increase their sales up to almost 20%, which is a big indicator for success. They were able to meet their male consumers’ want and it created tight relationships with men. This only proves that through proper planning and implementation of the marketing plan, a company would be able to achieve its success. This also makes the NIVEA FOR MEN case study correct because it was able to become successful in line with their goals and objectives.