Brand audit in Nivea for men Aqua cool
There is a wide market for Nivea for men products but there can be several factors affecting stability of the market standing of the products for example Nivea Aqua Cool as the competition in the market is tough and a lot of marketing issues will need to be faced upon and integrate better and desirable product branding allowing aspects to work well with promotion, distribution and positioning approaches. Nivea for men market is quite stable in the market from where men just like women plays a lot of attention to their hygiene and grooming and that men of today are quite more vain in terms of beauty than women with emergence of men oriented beauty products men of today considers using effective and quality acclaimed products, Nivea to be specific.
Ideally, Nivea is an established name in high quality skin and beauty care products. It is part of a range of brands produced and sold by indeed a global company specializing in skin and beauty care. There was the launching of Nivea Aqua Cool as part quality products range offering comprehensive selection of products aimed for servicing the men population. The market can be developed by creating good brand potential, better equity and introducing it into the market as marketing, promotions as well as distribution plays a vital role determining the brand power of Nivea Aqua Cool in a direct centered approach. The product arrives at the point of sale linking to effective distribution strategy to use, the Nivea Aqua Cool are being sold in several grocery, retail outlets found in established stores and supermarkets or well known beauty shops. Nivea make products directly available to their target market, for instance online selling of the product as to have convenience on the part of the customers. The distribution channels ensure widest reach of its products to its target market. The main channels for the product are retail outlets where consumers expect to find hygiene and grooming care, use also of central distribution point in the UK arriving from European production plants using contract vehicles for efficiency for onward delivery to retail stores. Promotion is how the business tells customers that products are available and persuades them to buy. There were events or trade fairs help to launch Aqua Cool into greater men audience. Thus, direct mail can reach a large number of people but is not easy to target specific consumers cost-effectively. Aside, public relations, the product does communicate with stakeholders, through, for example, newspaper press release, sponsorship and or participation in charity events. Nivea chooses promotional strategies that reflect the lifestyle of its audience and the range of media available. It realizes that a ‘one way’ message, using TV or the press, is not as effective as talking directly to its target group of consumers, core part of the strategy is the use of product samples. These allow customers to touch, feel, smell and try the products. Nivea are using the power of innovative media as part of market success, grow awareness amongst the men audience.
Nivea Aqua Cool Objectives should be systematic, realistic, accountable and measurable as well as target market driven as it can assume the building of certain effective product market mix in understanding a wider market stature, as the brand uses market research to target core brand segmentation as it will identify groups of people with the same characteristics such as age as well as lifestyle. Aqua cool product will have to integrate strong brand packaging to reach brand success and peak bringing the desired product close to its target consumers, regardless of their location as well as the ample need to understand the men group of possibly 18 years and above allowing various innovation ways due to branding power of Aqua Cool and design the material for men skin and beauty care needs and the strengthening of several trust and appeal of Nivea for men brands. The business is consumer-led and the branding focus has helped the Nivea product to grow well in the market. Aqua Cool is amiably optimizing its position in the market, it entail that the product might incur new formula, new design, new packaging and some needed ways. Further, there is essential value for Nivea Aqua Cool to balance some advertising platform for product launching into the global market.
Brand Vision strikes at the center purpose of the product existence, why the product evolved in time as there implies to rational and emotional benefits from where Nivea for men have improved the Aqua Cool product to make it more effective and more hygienic friendly in men. The product can bring in a level of physical awareness in body hygiene and grooming, allowing men to resort to positive levels of confidence and trust in their selves. The boosting of communication and conversation towards women, esp. in public places and will help the men to always have good feeling towards cleanliness of the external body mechanisms and that there are chances to avoid bad emotions, resolving insecurities and sense of aloofness towards other men whom they think are much more masculine than themselves and that it refreshes the rational mind to always think and decide the right way and will be confident enough in building human relationships, be it intimate or friendly manner making strong appeal to several women.
Brand positioning moves Nivea Aqua Cool into the increasing customer centered options; brand position strategy of the product explores some possible antecedents of effective brand positioning within the business nature it can be that the brand positioning will immediately increase product demand or not, as the Nivea team had better positioning idea that consumers liked. There have a name and packaging design that are effectively made as there fitted with the rest of the NIVEA Deodorant brand positioning and some important range. Thus, the Nivea Aqua Cool will be adding sense of touch into masculine elegance as well as sophistication in the Nivea brand’s personality, the product is more appealing and unique to fresh, and trendy driven male customers and the sample brand positioning map can relate to Nivea Aqua Cool’s quality and price domains that will assume low or high assimilation of such brand valuation in the market (see, the map below for visualization of Aqua Cool’s brand positioning pathways.
What are Perceptual Maps?
QUALITY
High Low
Rigorous production of Nivea Aqua Cool
Less/limited production of Nivea Aqua Cool
High Price – Steady Demand
Low Price – Less Demand
PR
PRICE
Reference:
Credit:ivythesis.typepad.com
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