Introduction
Nivea Men is a well-known German brand for men offering skin care and beauty products worldwide. The company launched its first cream in 1911 since than it has widely expanded the market with 14 different products ranging from moisturisers to sun care products. In the UK, the NIVEA FOR MEN brand debuted in 1998. Men’s skincare products (facial and shaving preparations) brought in a total of £68 million in sales in the UK annually at that time, with the male facial product market valued at just £7.3 million. Since the introduction of NIVEA FOR MEN, sales of male skincare products have increased steadily.
In 2008, the market was valued at over £117 million, with male facial products accounting for £49 million of that amount. NIVEA FOR MEN sought to grow its market share in the UK for skincare products for men. This case study looks at NIVEA’s 2008 re-launch of the NIVEA FOR MEN line. This was a component of their larger strategy to expand the range in the UK. It demonstrates how the business planned its marketing efforts and created a marketing plan for the re-launch in order to meet its goals and objectives.
The study focuses on how an organisation can adapt to shifting customer expectations, outside factors, and business goals in order to accomplish those goals. Nivea Men has effectively used its marketing strategies to attract its target market. With a doubt, digital marketing and innovation has been preferred by brands due to its efficient results and return on investment (digitalthirdcoast.com, 2022). Additionally, the importance of data driven marketing in explaining market dynamics and consumer preferences makes it the number one choice (Petrescu and Krishen 2020; Yu et al. 2019).
This critical appraisal dives deeper in to the marketing process of Nivea Men during its re-launching of brand in 2008. It also evaluates the role of Nivea Men in contemporary marketing practice. Additionally, this study aims to identify the impact of digital marketing technologies on Nivea Men’s approach and how it has affected their contemporary practice and users.
How Nivea Men have embedded and applied Marketing Process
Nivea Men has effectively used the performance evaluation techniques and estimation of future practices before re-launching its marketing plan. It has enabled the company to leverage strengths such as changing attitude of men towards using skin care products. One of the differentiating factors was the focus towards product development along with their extensive promotion in the UK. Since 2000, there has been greater use of experiential marketing and increasing focus towards consumer needs.
The nature, importance, and effect of experiences in marketing have been evaluated in the literature that is presently available; however, it seems like these studies addressed relevant subjects while utilising a broad range of terminologies.
While Schmitt (1999) interpret the term “experience marketing,” other authors have used terms like “consumption experience” (Carù and Cova, 2003), “flow experiences” (Ding and Hung, 2021), “commercial experiences” (Poulson and Kale, 2004), “experience marketing” (Same 2012; Schmitt 2009, 2010; Schmitt and Zarontanello, 2015; Tynan and McKechnie, 2009), and “brand experience” (Brakus et al. 2009; Schmitt, 2009).
In addition, some authors have also named it as “brand experience.” Experiential Marketing consists of enabling two-way communication between the brand and its customers leading towards increased brand value. Academic researchers argue that experiential marketing remains the top contributor in marketing practices for millennials (Achrol and Kotler 2012; Rajput and Dhillon, 2013). The attracting force of this technique is the emotional attachment of consumer towards the brand. The use of “above the line” and “below the line” in their new products promotion was impactful.
Another crucial technique in its marketing process was the element of sports which helped them produce brand affinity among men as suggested by the study of Kenalemang (2023).Nivea Man sponsored various football events and partnered with Power league to increase their brand awareness among men.
The “above the line” branding was advertised through media marketing such as Televisions and Cinema. The aim of NIVEA FOR MEN’s sports partnerships was to spread a positive image of men and male facial skincare. Press promotions in well-known men’s magasines have driven the brand to standardise the everyday utilisation of their items. The primary focal point of the advancements was to draw in new clients in the UK.
For example, offering free examples permitted individuals to attempt NIVEA FOR MEN items, which brought about expanded number of deals. These showcasing efforts assisted in reinforcing the NIVEA FOR MEN with marking presence by improving purchaser information and brand mindfulness. In line with this, the work of Kenalemang (2023), has clarified that To advance its items and give information to men about their skincare needs, NIVEA has sent off a particular site for men. To make enhancements in the brand through its promoting cycle, a “Configurator” device was created for the site which permits clients to enter their skin subtleties and distinguish the best item to buy.
Contemporary Practice
It has been noticed that on account of the advertising system, it tends to thinks serious areas of strength for about customary ideas of statistical surveying strategies. Along with that the advanced investigation and main driver examination for assessing purchaser ways of behaving, inclinations and perspectives.
Information driven research strategies and digitisation offers advertisers clever data about client ways of behaving and inclinations (Ritter and Pedersen, 2020). To work with its promoting efforts, rebranding and item improvement, Nivea Men effectively resolved market holes and distinguished potential client needs by its compelling quantitative and subjective advertising strategies.
The main focus of the company is maintained consistent brand value among all the channels. Nivea Men was able to retain its brand identity through cohesive marketing and branding leading towards increased brand loyalty and trust among UK consumers.
This shows the alignment of Nivea Men’s marketing process with contemporary marketing process where customer relationships and trust are built through consistent efforts towards brand identity and authenticity.
SWOT Analysis before Re-launch
The first step in developing a market is to execute an analysis of the business. NIVEA FOR MEN has to understand what its male customer’s desire and what competitor products already exist in order to make an evaluation of the brand’s position and the status of the market. In addition to men, women represent a significant market segment for NIVEA FOR MEN. In this manner the examination of the company’s internal strengths and weaknesses in detail is required with along with that the external factor analysis, which will help to determine the external opportunities and market threats. These has been explained below:
Strengths
In the case of the strengths it has been noted that NIVEA FOR MEN’s high brand value and social acceptance indicate a loyal customer base and a positive brand perception, which can be leveraged in marketing campaigns. The company’s established reputation can serve as a solid foundation for introducing new products or re-launching existing ones. On the other hand, Byrne (n,d) have indicated that in order to utilise this strong brand recognition to expand into new market segments or introduce innovative products that align with evolving consumer preferences. Tailoring marketing strategies to highlight the brand’s legacy while also emphasising innovation can attract both existing and new customers.
Weaknesses
Along with the strengths there are a few weaknesses have been identified as well, NIVEA FOR MAN is connected to more focused towards women care and beauty. In line with this the work of Petrescu (2021), has indicated that the worked brand that it is out-dated logo and packaging.
Opportunities
The skincare business has noticed a critical upswing in the interest inside the objective market of men, driven by a developing cognisance towards skincare and individual prepping. This shift isn’t exclusively bound to self-buying by men; there’s likewise a striking pattern of women purchasing Nivea Men items for their accomplices, further expanding the brand’s buyer base (Ritter, and Pedersen. 2020). This double faceted development popular highlights a more extensive acknowledgment and inclusivity of men’s skincare schedules, crossing over the conventional market segmentation.
Threats
In the unique skincare market, Nivea Men faces difficulties and changes in purchaser conduct that require vital variation. There is a developing mindfulness and information on cost among clients, energised by simple admittance to data and examination instruments, prompting increased assumptions for limits and advancements (Ritter, and Pedersen. 2020). This advancing buyer attitude provokes Nivea Men to offset esteem discernment with benefit. Simultaneously, the brand faces a weakening of its remarkable situating as a men’s consideration trained professional, gambling with its personality in the midst of more extensive market contributions.
Digital Marketing Technologies Impact on Marketing and Users
The implementation of digital marketing technologies has resulted in transforming the market and branding process of Nivea Men. The re-launch boosted the brand growth and assisted in meeting its objectives for market share. In various nations, NIVEA FOR MEN leads the market and is gaining market share over time.
Global sales of NIVEA FOR MEN skincare products were enhanced by approximately 20%, in 2008, Nivea Men has reached the total retail sales of £30 million in the UK market as projected in their objectives (Achrol, and Kotler 2012). In Addition, the brand receives high brand image from global market. With the help of enormous customer’s votes, NIVEA FOR MEN won the FHM Grooming Award 2008 in the domain of Best Skincare Brand for the fifth consecutive year.
Concurring to Achrol and Kotler. (2012) the implementation of advanced marketing innovations permitted Nivea Men to use information investigation to significantly grasp their interest group more. By dissecting client conduct and inclinations, Nivea Men could make customised marketing efforts pointed straightforwardly at their center segment – men keen on skincare.
This personalisation brought about higher engagement rates, as missions were more pertinent to the crowd, thereby working on the viability of their marketing spend.
The utilisation of online entertainment stages and site improvement (Web optimisation) strategies empowered Nivea Men to contact their crowd with accuracy, conveying content and advertisements that resound with the interests and needs of possible clients.Nivea Men’s reception of an omnichannel approach implied that clients could interface with the brand through numerous channels consistently.
As per Chandra et al. (2023), whether through web-based entertainment, email crusades, the authority site, or in-store encounters, each channel was coordinated to give a durable brand message and shopping experience.
This procedure improved brand perceivability across various stages as well as taken special care of the comfort of clients, permitting them to draw in with Nivea Men at different touchpoints fitting their personal preference. The consistency in brand informing across channels fortified the brand picture and dedication among clients, adding to the general deal’s development.
According to crafted by Ding, and Hung. (2021) it has been noticed that by utilising computerised advances, Nivea Men benefited from continuous marketing open doors. This elaborate observing latest things, virtual entertainment discussions, and other computerised signs to make marketing content that is convenient and pertinent. Continuous engagement with clients through virtual entertainment reactions, intelligent missions, and opportune advancements permitted Nivea Men to remain top of psyche among customers.
Ding et al. (2021), assessed that this approach expanded client engagement as well as permitted the brand to rapidly adjust to changing market patterns and client inclinations, keeping up with its importance and strategic advantage in the skincare market.
It proves their competitive strength in comparison to other skincare brands. With this increased audience of customers, NIVEA FOR MEN is recognised as the most favourable brand with its strong positive image as compare to other brands. With the successful implementation of their marketing process, the marketing output of the re-launch has been very positive and successful for Nivea Men.
It has, in my opinion, exceeded beyond the expectations and resulted in favour of them. For example, the men care market in the UK was only worth 68 million Pounds before the re-launch and it was significantly increased to 117 million pounds in which 30 million pounds was just a share of NIVEA FOR MEN.
Conclusion
These case study findings demonstrate the idea of brand awareness and influence. Despite the challenging economic environment, the NIVEA FOR MEN re-launch achieved its overall goals in the UK which is known to be a noteworthy achievement. The re-launch marketing process developed its new marketing strategy based on previous performance and estimated data.
This allowed Nivea Men to leverage their strength of increasingly changing g focus of men using skincare products. This review provides important information regarding the effect of traditional marketing and digital marketing in contemporary practice of marketing.
By conducting a data driven approach to market research, utilising strength of changing customer behaviours, maintaining brand consistency and leveraging technology, Nivea Men achieved their marketing goals as well as gained competitive advantage in the market.
However, it is important for Nivea to sustain agility to deal with potential challenges of continuous evolvement, digital disruption and consistent innovation to retain the top position in the market. Overall, this analysis reflects significance of aligning marketing strategies with business plans. Moreover, it showcases the importance of implementing marketing technologies in to contemporary marketing practices along with sustaining brand identity, authenticity and customer value.
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