Nivea for Men: Developing a Marketing Plan Answer Sheet Essay

1. What is the difference surrounded by product range and product mix? The product range atomic number 18 the different types of products from one particular category e.g. drinks orange, lemonade, raspberry, whereas product mix atomic number 18 the different categories of product that are sold e.g. drinks, sandwiches, fruit etc 2. How would the append in market awareness affect Nivea s day to day operations? More 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 large 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 principal(prenominal) for Nivea to identify a market segment? It can develop strategies for specific people, save money and have a higher success rate. 5. Above-the-line and below-the-line procession are prominent with Nive a.Why is this important? So that Nivea can demand their message across to the masses through the various media and also general anatomy affinity and relationships with it customers and potential customers. 6. What was the manful skincare products market worth in 2008? Male 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 profit 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 marketing plans used? A marketing plan is used to identify, anticipate and contact consumers need. If a marketing plan is used, the business exit know what the consumer wants, and will sell 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 mar ket. 11. Using the case study, suck up how the SWOT compend couldbe 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 portion out its weaknesses and exploit its strengths. This would be the opinions of the management and staff. It could also assess the Opportunities and Threats in hurt 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 prove 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.