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德国NIVEA消费品系列营销市场分析

论文作者:bluesky论文属性:硕士毕业论文 dissertation登出时间:2013-03-08编辑:bluesky点击率:4512

论文字数:5263论文编号:org201303080924502028语种:英语论文 English地区:德国价格:$ 88

关键词:营销分析营销市场德国NIVEA消费品德国营销市场

摘要:该报告分析了营销传播活动的相关介绍。NIVEA FOR MEN是一个护肤系列,专门针对男性,目前在全球范围内,重点在欧洲,北美和亚洲的48个国家内广受着欢迎。

1.0简介
该报告分析了营销传播活动的NIVEA FOR MEN - 敏感范围。 NIVEA是拜尔斯道夫 - 基于德国的全球消费品公司 - 也是最成功的品牌,在2011年(2012年主题)庆祝其100岁生日。 NIVEA FOR MEN是一个护肤系列,专门针对男性,目前在全球范围内,重点在欧洲,北美和亚洲的48个国家内广受着欢迎。
1.0 INTRODUCTION http://www.51lunwen.org/GermanyEconomics/
This report analyses Marketing communications activities of the NIVEA FOR MEN – Sensitive range. NIVEA is Beiersdorf’s – a Germany-based global consumer goods company – most successful brand, which celebrated its 100th birthday in 2011 (Keynote 2012). The NIVEA FOR MEN is a skincare range that specifically targets men, and currently operates in 48 countries across the globe with a focus on Europe, North-America and Asia.
在德国NIVEA FOR MEN是的领导男人的梳理品牌(市场份额13.8%,在2010年零售价),而在英国的市场份额的4.5%,在2010的品牌调查之中居于第四位(欧睿2011A欧睿信息咨询2011B)。
In Germany NIVEA FOR MEN is the leading men’s grooming brand (market share of 13.8% in 2010 in retail value), while in the UK its market share of 4.5% in 2010 positions it as the number four brand in the men’s grooming market (Euromonitor 2011a; Euromonitor 2011b).
The Sensitive range within the NIVEA FOR MEN brand offers skincare products (see appendix D) designed for men with sensitive skin. It claims that it is “UK’s No. 1 brand for sensitive skin” and its commitment is shown by advertising expenditure for the sensitive range of £1.3 million in the UK in 2011 (niveaformen.co.uk 2012; Keynote 2012).
2.0 MARKETING COMMUNICATIONS
Marketing communications has widened its scope since McCarthy (1964) developed the 4P marketing mix model in which communication is only one part represented by the “promotion-p”. Duncan and Moriarty (1998) amongst others claim that communications is rather a common denominator of the marketing mix than just a part of it, as all “marketing mix elements send messages” (Duncan and Moriarty 1998, p.2). This is supported by the fact that marketing communications moved from being a tool to persuade people to purchase a product via sending rational, product-based information (one-way communication) towards a relational stage, where “marketing communications is a management process through which an organization engages with its various audience” (Fill 2009, p. 16) - not only potential customers, but all stakeholders. Daniel Kalisch
3

In light of customer-directed communication the array of roles it can perform is widespread. A firm can “inform, persuade and remind customers – directly or indirectly – about the products or brands”. “Marketing communications represent the ‘voice’ of the company and its brands and are the ways in which it can establish a dialogue and build relationships with customers” (Kotler et al. 2009, p. 690).
Communication can achieve one of four tasks: differentiate product from its competitors, reinforce/remind, inform about a product, or persuade customers. This is called the DRIP framework (Fill 2009). Fill (2009) further differentiates the use of marketing communications targeting customers on a fundamental level in two ways: emotional bases (develop brand feelings) or behavioural bases (alter customers’ behaviour).
The forms of communication and the available channels for communication are ever increasing, giving marketers a variety of tools to communicate with their target audiences. At the same time, advancements in technology and societal changes make it more challenging for them to reach their customers. Therefore the importance for managers to choose the right communication mix is ever inc论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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