Q1 : Why is Marketing important to chosen product, service, company or institution?
Ans. Marketing is important to Nivea Men because it aids in the overall success and profit of the company. Marketing is responsible for creating brand and product recognition to potential consumers through promotion. POS promotion and product packaging is also important to display product features, such as alcohol free, sensitive skin and teen specific products.
Building awareness creates brand differentiation which is important when marketing the product because it appeals to a specific market. Nivea Men markets their products to show that they are alcohol free, they are the number one mens skincare brand, and quick and simple to use. This differentiation is important to ensure consumers pick Nivea Men over other brands(“How Nivea Used Marketing Planning to Relaunch a Brand – MarketingTango”, 2013).
(Nivea Men, 2017)
The marketing process is firstly used to identify the key markets to the company, enabling them to plan targeted exposure and promotional activity to increase sales. Customer retention is also a key driver of marketing activity, whether it be to increase brand loyalty or combat changing product, category or consumer buying behaviours (Hetherington, 2017)
Using culturally correct and diverse campaigns is a core value of the Nivea Men brand and this is reflected in the marketing of their products. The use of Arjun Rampal in their campaigns, and the familiarity consumers gain from this leads to increased brand exposure (“Brand Positioning of Nivea”, 2015).
Marketing is intrinsically about ensuring that customers’ needs and wants are met, which will in turn lead to higher sales, stronger brand and a more successful company.
Q2: Discuss briefly how these insights have changed original perception of what Marketing was before starting this subject.
Ans. Before starting this subject and researching any marketing processes, concepts and definitions my original perception of marketing was limited. I believed that marketing was only advertising and promoting to sell products or services through magazine campaigns, television advertisements and social media.
I now have a greater and broader understanding of the marketing process and understand that selling and advertising is just a small fraction of marketing. My new understanding of the marketing process is that the overall concept is to satisfy customer needs and wants. This can be achieved through the use of core marketing concepts, the marketing mix approach and other marketing techniques such as SWOT analysis, environmental scanning, marketing environment and the marketing management process (Hetherington, 2017).
Give me well constructive feedback and marketing analysis – how above questions answers suites or not suites? Pictures relevant or not relevant? It’s a Peer Review for marketing.