Strategic Marketing Analysis: Nivea for Men and ASOS

Nivea for Men Marketing Strategy

Who are the targets for Nivea for Men?

Nivea relaunched the Nivea for Men range in 2008. The company developed a comprehensive marketing plan for the relaunch, organizing activities to achieve specific aims. This study focuses on how a company responds to changes in consumer expectations, external influences, and business objectives.

Primary Business Objectives

The main objectives Nivea sought to achieve included:

• Increasing total sales
• Growing market share
• Improving brand image

Beyond increasing sales, the company aimed to expand its market reach. Research indicated that women were often the primary buyers of men's skincare products, leading Nivea to target female consumers. To enhance brand image, they emphasized reliability, ease of use, and a superior quality-price ratio.

Marketing Differentiators and Promotion

The marketing plan highlights several key differentiators:

• Target market profile development
• Strategic distribution planning
• Integrated promotional strategies
• Online marketing initiatives

The promotional strategy focuses on identifying the appropriate market and utilizing advertising and discounts to reach specific consumer segments.

ASOS Business and Product Strategy

The Product Lifecycle in Fashion

ASOS manages its inventory through the following stages:

• Introduction: Fashion leaders adopt the new item.
• Rapid Growth: ASOS ensures adequate stock to avoid disappointing customers.
• Maturity: The brand uses online reminders to maintain interest.
• Saturation: Prices may be reduced to clear remaining stock.
• Decline: Products are replaced as consumer trends shift.

Customer Needs and Data Insights

ASOS.com is a market-oriented company. It gathers information about customer needs and fashion preferences through website registrations and user data, allowing for highly targeted promotional activity.

Challenges within the Boston Matrix

ASOS faces specific challenges in managing its product portfolio:

• Question Marks and Stars: Converting these into future Cash Cows through extended promotion.
• Dogs: Managing these by removing items, cutting costs, or recycling materials into new garments.

Key Metrics for Promotional Success

ASOS measures the effectiveness of its digital marketing through:

• Email open rates
• Click-through rates (reading to the end)
• Conversion rates into sales