Marketing Management

Introduction

The factor and importance of marketing cannot be derailed from an organization, as it has the tendency to maximize the financial potential of a company accordingly. The higher the marketing factor, the higher will be the chance through which they can sustain their position in the market. The factor and importance of marketing is highly efficient both for the existing companies, as well as for the new companies. Existing companies are likely to strengthen their position in the market through secure channels and retention of the factors. The companies which are likely to enter in a new region always uses different strategies and tactics for the same purpose (Blanchflower and Oswald 2004).

The goal of every organization is to attain economic significance in the given market, because it is the most influential aspect for them to sustain their positioning in the market. The main goal of marketing is to dig out some efficient position through which they can opt new opportunities and minimize the pitfalls for them. Nivea is one of the companies which has a great recognition in the market. The company has a greater mind-set and intentions to maximize their core potential in the market. The main objective of this assignment is to make a thorough business plan related to Nivea, which is likely to maximize their potential in the market (Brown and Kasser 2005).

Nivea is basically a German based Personal Care brand that specializes in the Skin and Body care. It is basically an important and high class brand that owned by Beiersdorf AG. The company was founded in the year 1882, and since then they are adding exceptional values for the company, especially in the long run. The products of Nivea has made a great market place throughout the world, because of its exceptional quality and affordable pricing.

Analysis & Discussion

Marketing Goals

Inevitably, the main objective of every organization is to attain higher significance in the marketing, and the same is applied in the context of Nivea. It is a world class organization which has a very strong connection with the long run potential (Brueckner 2000). The main marketing goals of the company is to increase the retail value in the UK market, which is one of the largest industries of the country. As per the estimation, the total market value of Nivea products in the UK market was amounted to £93.2 Million in the year 2008, which moved to a level of £129 Million by the end of the year 2011. Nivea is trying to increase the potential bit further in the future so that they can further strengthen their position in the market. The main marketing goals of the company is to recognize some of their major products in the market, such as creams, oils and gels. Nivea is likely to born itself as a powerful cosmetic company which has a strong connection in the market, so that they can maintain their attentiveness in the market. The major marketing goal of Nivea is to explore the market of the United Kingdom, and get them flourish in the market. Mentioned below is the chart which is showing the value of Lotion, Cream, oil and other products in the UK market The largest connection is associated with the Lotion base market with a market proportion of 56.2%, while it is 34% with creams.

Strategy

Strategies lies at the heat of an organization. The companies which are able to manage efficient strategies into account are the one that can sustain their positioning in the market. Perfect strategies always helpful for the companies to improve their financial and strategic position against their peers. There are numerous strategies that could have been taken into the consideration. Some of the major strategies that could be used under the same scenario are 4Ps of Marketing.

Product Strategy

Product Strategy is known as the foremost and most important strategy that associated with the long run implications of an organization. Product strategy is the strategy that associated with the companies which are trying to maximize their potential in the market. Through a perfect product strategy, an organization could efficiently increase their potential, as it helps them to strengthen their product factor with efficiency (Beer et al. 2011). Likewise other companies, the stance of product strategy is equally applicable and effective for Nivea as well, which is trying to strengthen their position in the UK market. A perfect product strategy is required by Nivea as well to strengthen their position in the market, because without this provision they cannot visualize their growth substantially. Based on the potential of the UK market, and the marketing factor, the company has to under ANALYZER Product Strategy into their consideration. With the help of this strategy, the company has the idea to analyze the strategy of their competitors, and can come up with a new and competitive one. The main rationale behind the selection of this strategy is clear, as the strategy will help the company to maintain their effectiveness in the UK market, and flourish their attentiveness in this particular market with sheer perfection. In short, this particular strategy will help the company to get an idea about the products of other companies, and manage their strategy to further strengthen their position in the market with proper effectiveness and zeal. Nivea will certainly get added advantage with the help of this particular strategy, as the strategy has the tendency to visualize their aspect in a professional and organized manner.

Pricing Strategy

Pricing Strategy is known as the foremost and most important strategy that associated with the long run implications of an organization. Pricing strategy is the strategy that associated with the companies which are trying to maximize their potential in the market. Through a perfect pricing strategy, an organization could efficiently increase their potential, as it helps them to strengthen their product factor with efficiency (Chapman et al. 2009). Likewise other companies, the stance of pricing strategy is equally applicable and effective for Nivea as well, which is trying to strengthen their position in the UK market. A perfect pricing strategy is required by Nivea as well to strengthen their position in the market, because without this provision they cannot visualize their growth substantially. Based on the potential of the UK market, and the marketing factor, the company has to undertake COMPETITIVE Pricing Strategy into their consideration. With the help of this strategy, the company has the idea to analyze the strategy of their competitors, and can come up with a new and competitive one. The main rationale behind the selection of this strategy is clear, as the strategy will help the company to maintain their effectiveness in the UK market, and flourish their attentiveness in this particular market with sheer perfection. In short, this particular strategy will help the company to get an idea about the pricing of other companies, and manage their strategy to further strengthen their position in the market with proper effectiveness and zeal. Proper adjustment can be initiated in the pricing of the company due to the implication of this strategy. Nivea will certainly get added advantage with the help of this particular strategy, as the strategy has the tendency to visualize their aspect in a professional and organized manner.

Place Strategy

Place Strategy is known as the foremost and most important strategy that associated with the long run implications of an organization. Place strategy is the strategy that associated with the companies which are trying to maximize their potential in the market. Through a perfect place strategy, an organization could efficiently increase their potential, as it helps them to strengthen their product factor with efficiency(Chapman et al. 2009). Likewise other companies, the stance of place strategy is equally applicable and effective for Nivea as well, which is trying to strengthen their position in the UK market. A perfect place strategy is required by Nivea as well to strengthen their position in the market, because without this provision they cannot visualize their growth substantially. Based on the potential of the UK market, and the marketing factor, the company has to undertake Zero Level and Offline Place Strategy into their consideration. With the help of this strategy, the company has the idea to analyze the strategy of their competitors, and can come up with a new and competitive one. The main rationale behind the selection of this strategy is clear, as the strategy will help the company to maintain their effectiveness in the UK market, and flourish their attentiveness in this particular market with sheer perfection. In short, this particular strategy will help the company to get an idea about the placement of other companies, and manage their strategy to further strengthen their position in the market with proper effectiveness and zeal. Proper adjustment can be initiated in the placing of the products to maintain its availability. Nivea will certainly get added advantage with the help of this particular strategy, as the strategy has the tendency to visualize their aspect in a professional and organized manner.

Promotional Strategy

Promotional Strategy is known as the foremost and most important strategy that associated with the long run implications of an organization. Promotional strategy is the strategy that associated with the companies which are trying to maximize their potential in the market. Through a perfect promotional strategy, an organization could efficiently increase their potential, as it helps them to strengthen their product factor with efficiency(Chapman et al. 2009). Likewise other companies, the stance of promotional strategy is equally applicable and effective for Nivea as well, which is trying to strengthen their position in the UK market. A perfect promotional strategy is required by Nivea as well to strengthen their position in the market, because without this provision they cannot visualize their growth substantially. Based on the potential of the UK market, and the marketing factor, the company has to undertake PULL promotional Strategy into their consideration. With the help of this strategy, the company has the idea to analyze the strategy of their competitors, and can come up with a new and competitive one. It forces the company to use both electronic and paper medium strategies to strengthen their position in the market. The main rationale behind the selection of this strategy is clear, as the strategy will help the company to maintain their effectiveness in the UK market, and flourish their attentiveness in this particular market with sheer perfection. In short, this particular strategy will help the company to get an idea about the promotions and schemes of other companies, and manage their strategy to further strengthen their position in the market with proper effectiveness and zeal. Proper adjustment can be initiated in the promotions of the company due to the implication of this strategy. Nivea will certainly get added advantage with the help of this particular strategy, as the strategy has the tendency to visualize their aspect in a professional and organized manner.

Financial Benchmark

 
2011
GROSS REVENUE (WHOLESALE) 8,033
Production Cost 3,069
GROSS CONTRIBUTION BEFORE MARKETING COSTS  
4,964
   Media:  
     TV 1,231
     Press 435
     Other 5
     TOTAL Media 1,671
Consumer Promotions  
     GWP 468
     PWP 102
     TOTAL Consumer Promotions 570
Trade Promotions 273
Public Relations 128
TOTAL MARKETING EXPENDITURES 2,642
GROSS CONTRIBUTION AFTER MARKETING COSTS  
2,322

The aforementioned analysis is clearly showing that the gross contribution after cost is $ 2,322, which is quite high and efficient, and the company still looking forward to increase their income potential in the long run with sheer effectiveness. In the year 2011, the financial outcome of the company was efficient, and it is likely to increase with potential.

Tactics

There are certain recommendations that deem highly efficient from the viewpoint of the company. Firstly, it is recommended to the company to strengthen their position by taking some extra measure. Due to increasing competition, it is becoming more and more integral for the companies to think by going completely out of the box, as it is a necessity for the companies in particular. The efficient the thinking and implementing capacity, the higher will be the probability through which Nivea can flourish in this huge market. Secondly, there is an utter need of increasing communication among the company and their shareholders, as without this particular aspect they cannot grow positively in this particular market, which already been tapped by number of professionals in particular

Positioning Statement

Theoretically, a statement that used to position the company in the market to add perfection is known as positioning statement. The positioning statement that associated with Nivea is as follows

We are giving you a real picture of your beauty

Conclusion

The main objective of this assignment is to make a thorough business plan related to Nivea, which is likely to maximize their potential in the market. From this entire analysis, it is clearly found that the positioning of Nivea in different parts of the world are very efficient and high through which they can strengthen their position in the market. Moreover, the company has a great chance to flourish positively in the market, as their potential is high along with their attitude.

References

Blanchflower, D.G. and Oswald, A.J., 2004. Well-being over time in Britain and the USA. Journal of public economics88(7), pp.1359-1386.

Brown, K.W. and Kasser, T., 2005. Are psychological and ecological well-being compatible? The role of values, mindfulness, and lifestyle. Social Indicators Research74(2), pp.349-368.

Brueckner, J.K., 2000. Urban sprawl: diagnosis and remedies. International regional science review23(2), pp.160-171.

Beer, A., Baker, E., Wood, G. and Raftery, P., 2011. Housing policy, housing assistance and the wellbeing dividend: Developing an evidence base for post-GFC economies. Housing Studies26(7-8), pp.1171-1192.

Chapman, R., Howden-Chapman, P., Viggers, H., O’dea, D. and Kennedy, M., 2009. Retrofitting houses with insulation: a cost–benefit analysis of a randomised community trial. Journal of epidemiology and community health63(4), pp.271-277.

Clapham, D., 2010. Happiness, well-being and housing policy. Policy & Politics38(2), pp.253-267.

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