Nivea is an international skin and body care company world-renowned for its cost-effective, simple and natural product offering. The company was established in Germany in 1882 and today sells its products to millions of customers worldwide.
Traditionally, Nivea was primarily geared towards women, marketing products that included shampoos, moisturisers, tanning oils and toners. In recent years, Nivea has geared its campaigns more heavily towards men and in 1980 men across the globe were introduced to the concept of alcohol-free aftershave balm that was specially designed not to irritate skin.
By 1993, the brand was so successful that the company had created an entire skincare range for men. More than a decade later, skincare and grooming for men exploded in popularity, so Nivea decided to increase the importance of its product offering even further by re-launching the NIVEA FOR MEN brand.
The NIVEA FOR MEN brand really kicked off thanks to a well-executed marketing plan. Listed below are some of the major steps the company took to re-launch its brand, increase sales and improve brand image:
Assess the Market
Firstly and foremost, Nivea conducted a thorough evaluation of its business, brands and products, as well as an assessment of the brand’s market position and state. Through the analysis, Nivea made a surprising discovery: women were an important target market for the NIVEA FOR MEN brand because so many women purchase male grooming products for their partners or help their partners in making purchasing decisions.
Set Objectives
After gaining comprehensive data and statistics from their market research, the NIVEA FOR MEN team then began to set marketing objectives for the re-launch of the NIVEA FOR MEN brand. These objectives were designed to increase sales, grow market share and improve the NIVEA FOR MEN brand image.
Market the Brand
The next stage of the marketing plan involved creating and implementing a marketing plan. Instead of focusing on traditional techniques, the company concentrated on experiential marketing to engage customers and bring a personality to the Nivea brand.
Through careful execution of the marketing plan, the NIVEA FOR MEN products sales increased by 20% while the range received countless awards, accolades and positive feedback. Today, NIVEA FOR MEN remains a highly popular brand amongst both men and women.
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