1.0简介
该报告略论了营销传播活动的NIVEA FOR MEN - 敏感范围。 NIVEA是拜尔斯道夫 - 基于德国的全球消费品企业 - 也是最成功的品牌，在2017年（2017年主题）庆祝其100岁生日。 NIVEA FOR MEN是一个护肤系列，德语论文题目，德语毕业论文，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
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 2017 (Keynote 2017). 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2017年零售价），而在英国的市场份额的4.5％，在2017的品牌调查之中居于第四位（欧睿2017A欧睿信息咨询2017B）。
In Germany NIVEA FOR MEN is the leading men’s grooming brand (market share of 13.8% in 2017 in retail value), while in the UK its market share of 4.5% in 2017 positions it as the number four brand in the men’s grooming market (Euromonitor 2017a; Euromonitor 2017b).
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 2017 (niveaformen.co.uk 2017; Keynote 2017).
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 2017, p. 16) - not only potential customers, but all stakeholders. Daniel Kalisch
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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. 2017, 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 2017). Fill (2017) 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 |
