ValueMags is a marketing and distribution company for magazines that is seeking innovative marketing tactics through marketing research. Once company that does marketing research well is Nivea Men. Nivea is a reliable and affordable brand that has been around for years. Among the many innovative ideas they implement, ValueMags has realized that they are one to follow market share trends to the tee. As a result, they understand what their competitors are doing at all time and can beat them to the punch on innovative ideas. Some of their market research includes:
Men are easily influenced in the grooming and male cosmetics industry. Therefore, brand switching occurs often. Persuasion to provoke brand switching is often used as a competitor tactic. For example, Old Spice channeled men’s sense of masculinity when they launched their “Smell like a man, man” campaign. The campaign persuaded many men giving them a new image and increasing their market share. Although Nivea was one of the first companies to address the trend of men’s grooming, persuasion is the biggest market share trend. Men want to feel satisfied with their facial grooming and bodily grooming so they are willing to go to any length to achieve their desired look, even brand switching. ValueMags also found that Gillette and Old Spice are a subdivision of Procter & Gamble so their advertisements and marketing have a reputation and money supporting Gillette and Old Spice’s success. In the same way, Unilever markets Axe which leads the men’s deodorant and body wash industry. Other brands such as Old Spice and Axe are brands that are popular amongst younger crowds and have made a comeback. These brands are also Nivea Men’s main competition however each brand is primarily competing with Gillette.
ValueMags researchers understand how important it is to research their reader’s demographics so they can market each individual magazine well and effectively. To send suggestions to ValueMags about their marketing efforts: what do you like and what you don’t like?