Nivea for Men: Developing a Marketing Plan Answer Sheet Essay

1. What is the difference between convergence range and product mix? The product range be the several(predicate) types of products from one particular category e.g. drinks orange, lemonade, raspberry, whereas product mix are the varied categories of product that are sold e.g. drinks, sandwiches, fruit etc 2. How would the increase in trade cognisance affect Nivea s day to day operations? to a greater extent staff, more sales, more products needed, extra deliveries, more staff, more room for storage. 3. why is the FHM Grooming Award a good thing for Nivea? FHM has a giant readership level, the majority of readers care about their appearance and therefore Nivea may benefit from extra sales due to its recognition of enhancing appearance. 4. Why is it important for Nivea to rank a commercialise segment? It can develop strategies for specific people, notwithstanding money and have a higher success rate. 5. Above-the- run and Below-the-line promotion are prominent with Nivea.Wh y is this important? So that Nivea can get their centre across to the masses through the various media and also build affinity and relationships with it customers and potential customers. 6. What was the male skincare products market cost in 2008? young-begetting(prenominal) skincare products were worth 117m 7. In 1998 annual sales of skincare products were worth 68m. In 2008 they are now worth 117m. What is the percentage increase in annual sales? 172% (117 / 68) X 100 8. What is the percentage increase in male facial products? 7.3m to 49m = 49/ 7.3 X100 = 671% 9. Why are merchandise plans employ? A marketing plan is used to identify, anticipate and satisfy consumers need. If a marketing plan is used, the business will know what the consumer wants, and will give away appropriate products which will increase revenue for the business.10. Give 2 marketing aims that Nivea may want to achieve? Increase the sales of male skincare products in the UK. Develop its range of products for the UK market. 11. Using the case study, highlight how the fig out analysis could be used for Nivea. Nivea could use the SWOT analysis in order to assess its Strengths and Weaknesses within the business. This would allow management to address its weaknesses and utilize its strengths. This would be the opinions of the management and staff. It could also assess the Opportunities and Threats in terms of where the market is going with skincare for men and exploit it. They would also be aware of potential threats in terms of competition, laws and attitudes. 12. How has Nivea used promotion to enhance the awareness of the brand? Nivea has used both Above the line and Below the line promotion using the media, sponsorship of sports teams and winning awards from target market magazines.