Social Commerce Constructs And Consumer Intention

While evaluating weakness and threats of NIVEA in comparison to its most significant competitors such as Ponds and Johnson and Johnson it has been identified that NIVEA should enhance their budget in promotional activities for grabbing the attention of international customers. An action plan should be made for evaluating which channels should be used for positioning the brand by highlighting its expense.

Table 1: Estimated promotional budget

(Source: As Created by the Author)

• Action plan related to security payment and services:

Launching ecommerce business within services would definitely help NIVEA to increase their target market. People belonging to other countries can easily access the services from online portals. Therefore, an effective action plan is made based on which NIVEA would be able to secure their payment method as well as services (Baker 2014). By implementing firewall, and encryption method the customers would be able to maintain confidentially of data while transacting money. In addition, NIVEA would implement systematic refund procedure while cancelling the product If one specific product is cancelled the user would get the money back within 7 days directly to their account. Efficient IT experts would be hired who will operate the transaction method.

            In addition, action plan would be implemented for providing an effective training and development program to the sales department (Hajli 2015). After placing the order customers are expected to receive the product within 3 days at their destination. Sales executives would be trained to give their detailed knowledge about various locations so that they do not have to struggle for finding the delivery location.   

Conclusion:

This very specific study has focused to make in-depth overview about the electronic marketing goal of NIVEA by highlighting its brand accomplishment after identifying strengths and weakness of the brand. While evaluating the entire study it is observed that marketing department of NIVEA is very much concerned in maintaining effective online promotional strategies. Based on online promotional method the customers are getting detailed knowledge and information about brands and its availability. However, after getting a massive market threat from its competitors, NIVEA should render an improvement on overall product and service strategy (Järvinen and Karjaluoto 2015). Service should be delivered through online and offline both so that the business experts can draw the attention of international customers as well.

At the same time, it can be recommended to bring product diversity within NIVEA. Apart from cold creams the product manager can render innovative summer creams suitable for various skin tones, attractive deodorants for both men and women (Liu, Au and Choi 2014). Bringing product variety within services would help the business experts in grabbing customers’ attention more effectively. Finally, NIVEA should launch e-commerce business in order to multiply their services beyond going regional boundary. Automatically, the entire business process would not be restricted within 50 countries only. Customers from global market would show their interest in using the products and services of NIVEA.

Reference List:

Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.

Hajli, N., 2015. Social commerce constructs and consumer's intention to buy. International Journal of Information Management, 35(2), pp.183-191.

Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50, pp.117-127.

Liu, C.Z., Au, Y.A. and Choi, H.S., 2014. Effects of freemium strategy in the mobile app market: An empirical study of google play. Journal of Management Information Systems, 31(3), pp.326-354.