Explain why NIVEA used football sponsorship to help increase its sales of NIVEA FOR MEN?
Ans: NIVEA FOR MEN used to Free Rider Strategy for promote skincare products, because as football is one of the most popular games worldwide. Utilizing ad space during a football game would be a means in which to attract many viewers at once. By promoting the product with football players, it is a good target market and it tends to give off the appearance that if these football players use the product I will be more like them. Nivea targeted the correct market for their product by airing commercials during football.
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 for promotion mix strategy. NIVEA FOR MEN supported football events at a grass-roots level through its partnership with Power league 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.
Table :Promotional mix strategy of NIVEA FOR MEN
Nivea has built the profile and brand awareness of its ‘For Men’ using a marketing strategy that almost exclusively focused on traditional media and channels. However, faced with the ongoing challenge of engaging the male skincare market and recognizing the audiences fast growing adoption of new technologies and communication channels, the brand decided it was time to take a more digital-orientated approach to leverage its sponsorship of the England Football Team to reach this male market.
Picture 3: Football Sponsorship of NIVEA FOR MEN
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The aim was to launch a campaign that would use digital channels and expertise to further leverage the brand’s existing association with football in a way that would resonate with the male target audience. To achieve this, Nivea devised and launched the ‘Great Football Experiment’. They choose the football to sponsorship for their brand “NIVEA FOR MEN” because they love this game and knew that in those days football was the centre of the focusing point and In UK the most played game or the game whom loved by the citizens’ choose by the NIVEA brand. That’s why they knew by this way NIVEA FOR MEN can easily marketed. By the above points we can easily understand the reason of sponsorship by football to increase the sale.
NIVEA FOR MEN organizes these kinds of events to become popular among the men ; they promote their product with the help of these events . By using the links with sports , NIVEA FOR MEN able to build a positive male image associated with the male facial skin care products . It helps to increase the sales of NIVEA FOR MEN product. In this case study we can see the positive change in a very short period of time.
It increases from 68 million Euro to 117 Million Euro. In which the male facial product sector increase from 7.3 Million Euro to 49 Million Euro. These figures show that how effective the sponsorship of sports works in increase sales.