Assignment Brief Marketing Planning April 2015

ASSESSMENT FRONT SHEET Programme: BTEC Higher National Diploma (HND) in Business Unit Number and Title: Marketing Planning (Unit 19) Unit Level: Level 5 Unit Code: Y/601/1259 Module Tutor: BM Razzak Email: [email protected] Date Set: 10/05/2015 Key dates Distribution date: 27/05/2015 Submission date: 1st July 2015 Return date: 4 weeks after submission Introduction Effective planning is essential for any marketing activity to ensure that an organisation realises its marketing objectives. Without planning, marketing activity can be inappropriate and waste resources and opportunities. This unit introduces learners to different ways of auditing, to looking at how internal and external factors can influence marketing planning for an organisation, in order to build up a picture of the marketplace. Learners will gain an understanding of the main barriers to marketing planning, the effects of barriers, and how these can be avoided or overcome. Ethical issues in marketing are important in terms of how an organisation and its products are perceived by customers and employees, and can affect the overall ethos and ultimate success of the organisation. This unit will enable learners to investigate and examine how exemplar organisations have been affected by ethical issues, how they deal with them, and how ethical issues should be taken into account when developing marketing plans. On completion of this unit learners will be able to produce a marketing plan for a product, a service or an organisation that is realistic, in terms of objectives and resources, and effective in terms of the current situation in the marketplace. Specification of Assessment Developing a marketing plan: a nivea case study The NIVEA brand is one of the most recognised skin and beauty care brands in the world. NIVEA creme was first introduced in 1911 and the NIVEA brand now extends to 14 product ranges worldwide from suncare to facial moisturisers, deodorant and shower products. The NIVEA FOR MEN brand was launched in the UK in 1998. At that time total annual sales of men's skincare products (facial and shaving preparations) in the UK were only £68 million with the male facial product sector worth only £7.3 million. Sales of male skincare products have grown steadily since the launch of NIVEA FOR MEN and the market in 2008 was worth over £117 million with male facial products worth £49 million. NIVEA FOR MEN wanted to increase its share of the UK male skincare market. This case study examines how NIVEA re-launched the NIVEA FOR MEN range in 2008. This was part of its overall plan to develop the range in the UK. It shows how the company developed a marketing plan for the relaunch and organised its marketing activities to achieve its aims and objectives. The study focuses on how a company can respond to changes in consumer expectations, external influences and business aims to achieve those objectives. A marketing plan takes the stated aims and objectives and then puts in place a series of marketing activities to ensure those objectives are achieved. Marketing plans can cover any time period, but normally set out activities for the next one to five years at either a business or brand level. There is no set model for a marketing plan. The structure of the plan and the amount of detail will depend on the size of the brand, the timescale involved and how the market and economy is behaving. However, NIVEA's marketing plan for the relaunch of NIVEA FOR MEN follows closely the outline described here. Assessing the market The first step in devising a marketing plan is to conduct an evaluation of the business, its brands and products. This should include an assessment of the brand's position and the state of the market. NIVEA FOR MEN needs to know what its male customers want and what competitor products exist. As well as targeting the male consumer, women are also an important target market for NIVEA FOR MEN. This is because women often buy male grooming products for their partners as well as helping them choose which products to buy. NIVEA FOR MEN used a SWOT analysis to help it assess the market. Setting objectives A successful marketing plan must fit with the overall company strategy that is set out in the business plan. Beiersdorf states its goal as to increase our market share through qualitative growth. At the same time we want to further improve our sound earnings performance so that we can fulfil our consumers' wishes and needs with innovations today and in the future. This will give us a strong position within the global competitive environment. The marketing team set SMART objectives for the NIVEA FOR MEN relaunch. These are Specific, Measurable, Achievable, Realistic (given the available resources) and Time constrained (to be achieved by a given date). The marketing team used research data to forecast market trends over the next three-to-five years. This helped them set specific targets for increasing sales, growing market share and improving its brand image. Beiersdorf wanted to increase its UK market share for NIVEA FOR MEN, but also wanted greater market penetration for male skincare products. In other words, it wanted not just a greater share of the existing market; it wanted to expand that market. It wanted more men buying skincare products. One key aim was to move men from just considering skincare products to making actual purchases. It also aimed to sell more male skincare products to women. Research had indicated that women were often the initial purchaser of skincare products for men. NIVEA FOR MEN used this key fact as a way to increase opportunities for sales. Another objective was to develop the NIVEA FOR MEN brand image. The NIVEA brand has always stood for good quality products that are reliable, user-friendly and good value for money. The brand's core values are security, trust, closeness and credibility. These values would be strengthened and expanded on with the re-launch, to get more men and women to think of NIVEA as first choice for skincare. Marketing strategies The NIVEA FOR MEN team devised marketing strategies to deliver its objectives. These strategies set out how the objectives would be achieved within the designated budget set by the management team. This focus on product development combined with an emphasis on consumer needs is a key differentiator for NIVEA FOR MEN. It is a major reason why in the UK the brand is still the market leader in the male facial skincare market. Another cornerstone of the UK marketing strategy for the re-launch was promotion. NIVEA sought to build on and develop the approach it had used in the past. In the 1980s, advertising in men's style and fashion magazines along with product sampling was a major promotional tool. In the 1990s, the company used radio, television and press advertising together with sampling. Since 2000, there has been a greater emphasis on consumer needs and an increasing use of experiential activities in the promotional mix. It is important to get the promotional balance right. NIVEA FOR MEN promoted the new launches of its products through a mixture of above-the-line and below-the-line promotion. The use of sport was a key element here. NIVEA FOR MEN supported football events at a grass-roots level through its partnership with Powerleague to build positive relationships with men. This helped create stronger brand affinity for NIVEA FOR MEN among men. It also allowed the brand to build and maintain a consistent dialogue with men, which helps to drive sales. Above-the-line promotion included television and cinema adverts, which reached a wide audience. By using links with sport, NIVEA FOR MEN aimed to build a positive male image associated with male facial skincare. The brand also benefited from press advertorials in popular men's magazines, making the daily usage of their products more acceptable. Promotions were used to attract new customers. For example, the distribution of free samples encouraged trial of NIVEA FOR MEN products which drove purchase. These promotions have helped build up brand awareness and consumer familiarity which reinforce the NIVEA FOR MEN brand presence. There is a dedicated NIVEA FOR MEN website to support its products and provide information to educate men on their skincare needs. To enhance the brand a tool called a 'Configurator' was created on the website to help customers specify their skin type and find the product that best suits their needs. Evaluating the plan The marketing plan is a cycle that begins and ends with evaluation. The final stage in the marketing plan is to measure the outcomes of the marketing activities against the original objectives and targets. Continuous evaluation helps the marketing team to focus on modifying or introducing new activities to achieve objectives. NIVEA FOR MEN adopted a range of key performance indicators to assess the success of the NIVEA FOR MEN re-launch in the UK. It looked at: Market share - Did the re-launch accelerate this growth and help achieve its market share objectives? NIVEA FOR MEN is market leader in many countries and is consistently gaining additional market share. Overall sales - Was this in line with objectives? Internationally, NIVEA FOR MEN skincare products grew by almost 20%. Its sales in the UK market at retail in 2008 were nearly £30 million and in line with expectations. Brand image ratings - NIVEA FOR MEN was the Best Skincare Range winner in the FHM Grooming Award 2008 for the fifth year running. This award was voted for by consumers. It illustrates that NIVEA FOR MEN has an extremely positive brand image with consumers compared to other brands. Product innovation - In response to consumer feedback and following extensive product innovation and development, the NIVEA FOR MEN range has been expanded and the existing formulations improved. These results show that, in the UK, the NIVEA FOR MEN re-launch met its overall targets, which was a significant achievement, considering the difficult economic climate. The marketing plan for the re-launch used past performance and forecast data to create a new marketing strategy. This built on the brand and company's strengths to take advantage of the increasing change of male attitudes to using skincare products. (Adapted from Times 100 Business Case study) ASSIGNMENT REQUIREMENTS: Using the case study above and relevant theories and literature, write an essay comprised of the following broad topics/sub-sections: Task 01 Review changing perspectives in marketing planning for NIVEA. Evaluate NIVEA’S managerial, financial, operational, human resource and intangible (Brand) capability for planning its future marketing activity. Examine techniques of SWOT, PESTLE and Porter’s 5 forces for organisational auditing and for analysing external factors that affect marketing planning of NIVEA Carry out organisational auditing PESTLE analysis of external factors that affect marketing planning for NIVEA. M1 Identify relevant techniques of organizational auditing and analyze their outcomes in marketing plan of NIVEA D1 Critically reflect brand capabilities of NIVEA and draw valid conclusion of its impact for future marketing strategies. Task 02 2.1 Assess the main barriers to marketing planning for a company like NIVEA 2.2 Examine how organisation like NIVEA may overcome barriers to marketing planning M2 what are the main challenges will be faced by NIVEA in marketing for Rugby World Cup 2015 to British consumer D2 Take responsibility for managing and organizing activities throughout the assignment. Provide appropriate table of content, proper referencing and demonstrate an effective approach to independent research. Task 03 3.1 Write a marketing plan of NIVEA designed for Rugby World Cup 2015 3.2 Explain why marketing planning is essential in the strategic planning process for an organisation like NIVEA 3.3 Examine techniques of NIVEA’s new product development for Rugby World Cup 2015 3.4 Justify recommendations for pricing policy, distribution and communication mix of NIVEA for upcoming London 2015 Rugby World Cup 3.5 Explain how factors affecting the effective implementation of the marketing plan for NIVEA will have been taken into account M3 Present techniques of new product development Task 04 4.1 Explain how ethical issues influence marketing planning of NIVEA. 4.2 Analyse examples of how NIVEA respond to ethical issues like use of child labour 4.3 Analyse examples of consumer ethics for NIVEA and the effect it has on marketing planning for the company. D3 Demonstrate creative thinking for NIVEA’s respond to ethical issues Plagiarism and Collusion Any act of plagiarism and collusion will be seriously dealt with according to the regulations. In this context the definition and scope of plagiarism are presented below: “Using the work of others without acknowledging source of information or inspiration. Even if the words are changed or sentences are put in different order, the result is still plagiarism” (Cortell 2003). Collusion describes as the submission of work produced in collaboration for an assignment based on the assessment of individual work. When one person shares his/her work with others who submit part or all of it as their own work. Extension and Late Submission If you need an extension for a valid reason, you must request one using a coursework extension request form available from the college. Please note that the lecturers do not have the authority to extend the coursework deadlines and therefore do not ask them to award a coursework extension. The completed form must be accompanied by evidence such as a medical certificate in the event of you being sick. Support materials Textbooks Particularly relevant texts are: Core: [1]. Dibb S et al — Marketing: Concepts and Strategies 4th Edition (Houghton Mifflin, 2001) ISBN: 0395962447 [2]. Fifield P — Marketing Strategy 2nd Edition (Butterworth Heinemann, 1998) ISBN: 075063284 [3]. Hatton A — The Definitive Guide to Marketing Planning (FT/Prentice Hall, 2000) ISBN: 0273649329 [4]. McDonald M — Marketing Plans: How to Prepare Them, How to Use Them 5th Edition (Butterworth Heinemann, 2002) ISBN: 0434912301 Recommended: [1]. Adcock D et al — Marketing: Principles and Practice (Pearson Education, 2003) ISBN 0877785856 [2]. Brassington F and Pettitt S — Principles of Marketing (FT Prentice Hall, 2002) ISBN 0273657917 [3]. Christopher M, Payne A and Ballantyne D — Relationship Marketing (Butterworth- Heinemann, 1993) ISBN 0750609788 [4]. Hsu C H and Powers T — Marketing Hospitality (John Wiley & Sons, 2002) ISBN 0471348856 [5]. Jobber D — Principles and Practice of Marketing, Third Edition (McGraw-Hill Education, 2001) ISBN 0077096134 [6]. Kotler P, Bowen J and Makens J — Marketing for Hospitality and Tourism (Prentice Hall, 2002) ISBN 0130996114 [7]. Lewis R C and Chambers R E — Marketing Leadership in Hospitality: Foundations and Practices (John Wiley & Sons, 2000) ISBN 0471332704 [8]. Lovelock C, Lewis B and Vandermerwe S — Services Marketing: European Perspectives (FT PrenticeHall, 1999) ISBN 013095991X [9]. Malison S — The Fundamentals of Hospitality Marketing (Thomson Learning, 2000) ISBN 0826448321 [10]. Palmer A — Principles of Marketing (Oxford University Press, 2000) ISBN 0198775512 [11]. Reid R and Bojanic D C — Hospitality Marketing Management (John Wiley & Sons, 2001) ISBN 0471354627 [12]. Shaw M and Morris S V — Hospitality Sales: A Marketing Approach (John Wiley & Sons, 1999) ISBN 0471296791 [13]. Wearne N — Hospitality Marketing (Hospitality Press, 1994) ISBN 1862504431 [14]. Woodruffe H — Services Marketing (FT Prentice Hall, 1998) ISBN 0273634216 [15]. Raza I — Heads in Beds: Hospitality and Tourism Marketing (Prentice Hall, 2004) ISBN 0131101005 [16]. Wearne N and Baker K — Hospitality Marketing in the E-Commerce Age (Hospitality Press, 2003) ISBN 186250511X [17]. Zeithaml V and Bitner M — Services Marketing (McGraw-Hill Education, 2000) ISBN 0071169946 Websites www.bized.ac.uk Provides case studies appropriate for educational purposes www.cim.co.uk The Chartered Institute of Marketing’s site contains a useful knowledge centre www.ft.com The Financial Times business sections www.marketing.haynet.com Marketing magazine www.thetimes100.co.uk Multimedia resources www.dti.gov.uk Department of Trade and Industry www.guardian.co.uk Provides links to news items and reports www.wto.org World Trade Organisation Harvard Referencing System We expect students to use the alphabetical or name-date method known as the HARVARD system. There are two parts in this system: 1. Citation within text or body of the report: In this the author's surname and year of publication are cited in the text, e.g. (Bond, 2004). 2. Reference List: A reference list (of these citations) is included at the end of the assignment, in alphabetical order by author. The reference list also includes additional details such as the title and publisher. A bibliography lists relevant items that you have used in the preparation of the assignment but not cited in your text. A bibliography should also be in the Harvard style and the inclusion of such a list shows that you have read widely beyond the items you have cited. Examples of citation within text or body of the report: 1. Cormack (1994, p.32-33) states that................ 2. ............ This view has been supported in the work of Cormack (1994, p.32-33). 3. Jones (1946) and Smith (1948) have both shown…… 4. Corporate Author: 1st citation: Royal College of Nursing (RCN), 2007 2nd citation: RCN, 2007 Examples of listings in reference list: 1. Books with one author: Redman, P., 2006. Good essay writing: a social sciences guide. 3rd ed. London: Open University in assoc. with Sage. 2. Books with two, three or four authors: The required elements for a reference are: Authors, Initials, Year. Title of book. Edition. Place: Publisher Kirk, J. & Munday, R.J., 1988. Narrative analysis. 3rd ed. Bloomington: Indiana University Press. Page 11 of 12 BTEC HND in Business/ Managing Human Resources/May 2013 3. Books with more than four authors: For books where there are more than four authors, use the first author only with surname and initials followed by ―et al‖. The required elements for a reference are: Author, Initials., Year. Title of book. Edition. (only include this if not the first edition) Place: Publisher Grace, B. et al., 1988. A history of the world. Princeton, NJ: Princeton University Press. 4. E-books For e-books the required elements for a reference are : Author, Year, title of book. [type of medium] Place of publication: Publisher Fishman, R., 2005. The rise and fall of suburbia. [e-book]. Chester: Castle Press. If available at website: Fishman, R., 2005. The rise and fall of suburbia. [e-book]. Chester: Castle Press. Available at: libweb.anglia.ac.uk / E-books [accessed 5 June 2005]. 5. Journal articles Author, Initials., Year. Title of article. Full Title of Journal, Volume number (Issue/Part number), Page numbers. Perry, C., 2001. What health care assistants know about clean hands. Nursing Times, 97(22), p.63-64. 6. Newspaper articles Author, Initials., Year. Title of article. Full Title of Newspaper Day and month before page numbers of article. Slapper, G., 2005. Corporate manslaughter: new issues for lawyers. The Times, 3 Sep. p.4-5. 3. Books with more than four authors: For books where there are more than four authors, use the first author only with surname and initials followed by ―et al‖. The required elements for a reference are: Author, Initials., Year. Title of book. Edition. (only include this if not the first edition) Place: Publisher Grace, B. et al., 1988. A history of the world. Princeton, NJ: Princeton University Press. 4. E-books For e-books the required elements for a reference are : Author, Year, title of book. [type of medium] Place of publication: Publisher Fishman, R., 2005. The rise and fall of suburbia. [e-book]. Chester: Castle Press. If available at website: Fishman, R., 2005. The rise and fall of suburbia. [e-book]. Chester: Castle Press. Available at: libweb.anglia.ac.uk / E-books [accessed 5 June 2005]. 5. Journal articles Author, Initials., Year. Title of article. Full Title of Journal, Volume number (Issue/Part number), Page numbers. Perry, C., 2001. What health care assistants know about clean hands. Nursing Times, 97(22), p.63-64. 6. Newspaper articles Author, Initials., Year. Title of article. Full Title of Newspaper Day and month before page numbers of article. Slapper, G., 2005. Corporate manslaughter: new issues for lawyers. The Times, 3 Sep. p.4-5. 7. Journal articles from an electronic source Boughton, J.M., 2002. The Bretton Woods proposal: an indepth look. Political Science Quarterly, [online]. 42 (6), Available at: http://www.pol.upenn/articles (Blackwell Science Synergy) [accessed 12 June 2005]. 8. Internet National electronic Library for Health. 2003. Can walking make you slimmer and healthier? (Hitting the headlines article) [Online]. (Updated 16 Jan 2005) Available at: http://www.nhs.uk.hth.walking [accessed 10 April 2005]. The title of a web page is normally the main heading on the page. 9. E-version of annual reports Marks & Spencer, 2004. Annual report 2003-2004. [Online]. Available at: http://www-marks-and-spencer.co.uk/corporate/annual2003/ [accessed 4 June 2005]. ONDON CHURCHILL COLLEGE PAGE 8 BTEC HND in Business/ Marketing Planning / Apr 15 Learner’s name and statement of authenticity Learner’s Name: …………….. Learner’s ID: Date handed-in: I certify that the work submitted for this assignment is my own. Where the work of others has been used to support my work then credit has been acknowledged. Signature: ……………………. Date: ……………