Notre équipe mondiale de 1 290 scientifiques se consacre à l'amélioration continue de nos produits et à la découverte de nouvelles innovations dans le domaine des soins de la peau. Evaluating The Segments............................................................................... Each segment contains consumers with similar tastes. Nourish 4. Segmentation, Targeting, and Positioning Segmentation, targeting, and positioning together comprise a three stage process. The sun care market consists of different consumers with differing needs. 1,290 scientifiques. Based on market widespread, Nivea products have market worldwide. report form. Heavy users (people that use Nivea creme several times a day for its benefits for their skin) 2. 2. Recognising that this is a separate segment, NIVEA Sun has formulated sensitive skin products. Hitesh Bhasin states source of tires will use geographic segmentation. Potential Market Segmentation..................................................................... Geographic segmentation- It is a way to segment market on the basis of a certain geographical area. • The sun care market consists of different consumers with differing needs. This also applies to consumers with special skin types, who require a more specialised product. Over the past 10 years the company has grown rapidly in the UK by developing a balanced and well managed portfolio of brands. It had 125 years history, and as a leader brand in 46 countries ( NIVEA, 2016).In 21 century both women and men had pay attention to keep healthy and young. Geographic segmentation Thus, the above are the 4 main type of market segmentation. A range of lotions and sprays are suitable for different climates and people across the globe. Just as healthy skin requires the proper pH balance to flourish, a strong global brand must find the right balance between marketing efforts that build consistency in overall worldwide positioning and the need to appeal to specific geographic and cultural markets. Companies who use age and life-cycle segmentation offer different products or use different marketing approach for different age and life-cycle groups. Over the years, Nivea’s positioning strategy has remained as simple and steadfast as the now-familiar blue-and-white package. Nivea Target Market Middle class all age groups for skin care. The brand’s positioning also made it distinct from other products on the market: It was a multipurpose cream sold at a price that made it available to the masses, rather than to only the upper-class women who were the competition’s target market. Understanding segmentation enables NIVEA Sun to maintain a Number 1 value position in … If you are author or own the copyright of this book, please report to us by using this DMCA Four basic factors that affect market segmentation are (1) clear identification of the segment, (2) measurability of its effective size, (3) its accessibility through promotional efforts, and (4) its appropriateness to the policies and resources of the company. Market Segmentation is the process of dividing a market into direct groups of buyers who might require separate products or marketing mixes. -You need to feel and celebrate you skin and body.-We can say that Dove has a unique approach of concentrating on real people even in their advertisements. Four advantages are visible for us. Geographic segmentation can be classified by parameters like countries, states, cities, villages, urban / rural, climatic conditions, density of population. Potential Market Segmentation of a Brand New Product Introduction Occasion 1. protecting and moisturizing their skin 2. social acceptance 3. recommendations (presents) II. Behavioral segmentation I. Bien connue pour sa crème hydratante, Nivea est une marque de cosmétiques allemandequi appartient au groupe Beiersdorf, deuxième producteur mondial de produits cosmétiques derrière L’Oréal. Targeting, and Positioning  When choosing sunscreens there are two important factors to consider: i. skin type The chart below shows segmentation by skin type. The Concept of Market Segmentation Market segmentation is the division of a market into different groups of customers with distinctly similar needs and product/service requirements. Page 1: Introduction Beiersdorf is the international skin care company behind the leading brands NIVEA, ELASTOPLAST, ATRIXO and EUCERIN. Medium users (people that use Nivea once a day or once in 2-3 days) 3. Geographic segmentation: Where? Generically, there are three approaches to marketing. Introduced in 1912, Nivea Creme was a unique water-in-oil emulsion, a formulation that set it apart from the fat-only creams available at the time. Segmentation involves finding out what kinds of consumers with different needs exist. Segmentation •bases: –geographic –demographic –psychographic –behaviour –usageoccasion •segmentsshouldbe: –measurable –accessible mostly used in urban cities NIVEA is among the top skin care brands in the world NIVEA has its product range for everyone. Demographic segmentation is the process of segmenting market based on variables such as gender, family size, family life cycle, income, occupation, education, religion, race and nationality. The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics. it. -Beauty is present at all ages, sizes and body shapes. Market segments allow companies to create product differentiation strategies to target them. Segmentation Introduction NIVEA is one of the family of brands owned by Beiersdorf, the international skincare company. In general, it holds true that “You can’t be all things to all people,” and experience has demonstrated that firms that specialize in meeting the needs of one group of consumers over another tend to be more profitable. * It is possible to reach potential customers via the organization's promotion and distribution channel. In the auto market, for example, some consumers demand speed and performance, while others are much more concerned about roominess and safety. A target market can be seen as a chosen segment of market that a company has decided to serve. * It is internally homogeneous (potential customers in the same segment prefer the same product qualities). . Market segmentation is the process by which a diverse market is divided into a number of distinct sub-markets (Walker and Mullins). x I have assigned a name for the product as “Sandwood”. In the auto market, for example, some consumers demand speed and performance, while others are much more concerned about roominess and safety. 1 Bases of Segmentation Although Kiehl’s has a relatively large amount of male consumers, however it is possible to observe how they have targeted segmented consumers. The geographic segmentation divides the market according to geographic areas, like- city, country and region. Geographic segmentation Devi (B30611231) Segmentation is the tool that enables NIVEA Sun to identify different groups of customers, and provide the best possible products to meet individual requirements. SEGMENTATION Geographic Demographic Behavioural Psychographic NIVEA is mostly an urban skin care product i.e. This segment which is chosen and identified is due to the factor that deodorant is a product which is preferred based on climate. It has been accepted for … NIVEA est l'une des plus grandes marques de soins de la peau au monde avec plus de 50 produits disponibles dans 173 pays à travers le monde. 0 Segmentation Analysis 3. Protect 3. This geographic liberalisation segmentation has resulted in rather [...] sharp differences in teledensity rates between the Eastern and Western parts of China, respectively 38.7% and 18.4% in June 2005. vii (1) Determine which kinds of customers exist. 1,700 études en matière de R&D . The geo-cluster approach combines demographic data with geographic data to create a more accurate or specific... ...Essentials of Marketing (3) Implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way. In the undifferentiated strategy, all consumers are treated as the same, with firms not making any specific efforts to satisfy particular groups. This commitment to the mainstream market and focus on multipurpose applications means that every product introduced under the Nivea name has to conform to guidelines which ensure that... ...Marketing Segmentation Usually, this is the case only for commodities. This geographic liberalisation segmentation has resulted in rather [...] sharp differences in teledensity rates between the Eastern and Western parts of China, respectively 38.7% and 18.4% in June 2005. Target market: Brazil younger generation ranging age 18 to 39 We used these profilers to segment the market. Primary Sun Care Users o Conscientious Sun Lovers P-192-94 Wapda Specification For 132kv Capacitor Banks. Segmentation Marketing: A Case Study on Performance Solutions Group, LLC. subdivision of a market or population into segments with defined similar characteristics. In this multi-million-dollar industry, every company tries hard to maximize their profit. In this way of segmenting market, a company should produce and sell the right products in the right geographic areas at the right times. Geographic segmentation is the market segmentation strategy in which the market is divided on the basis of regions or geographies. Executive Summary........................................................................................ 1.3. This is the most popular bases for segmenting customer groups because consumer needs, wants and usage rates often vary closely with demographic variables and easier to measure than most other types of variables. Today, the reach is high but still geographic segmentation principles are used when you are expanding the business in more local areas as well as international territories. I want to market Sandwood Talcum Powder. Apple, Samsung, and Huawei have developed a unique way of communication to attract more and more customers and especially the ones that provide the most profits to the companies. Usage rate 1. Smell good III. * It is possible to measure. Since the raw materials are very much available in our country, I... ...Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs, and then designing and implementing strategies to target their needs and desires using media channels and other touch-points that best allow to reach them. Segmentation involves finding out what kinds of consumers with different needs exist. viii so that you can only goal segments Nivea Case Study Marketing blend in which you can reach i. x The income group to which the offerings will be suitable will be the upper middle and middle-income social class. 5th April 2004 Conclusion...................................................................................................... Customer groups on the basis of gender (Men/ Women) and age (Baby/ Millennial) has been defined by the company to offer them products as per the life stage to which they belong to. If you visit this website you will see differences in food preferences around the world. iv For example, Southwest Airlines focuses on price... ...Market segmentation allows businesses to satisfy the diversity in a resource-effective manner and is held up as the panacea of modern marketing (Dibb, 2001). Nivea STP Nivea Segmentation Personal skin care products. According to Rosscraig (2007), this simple segmentation variable includes using demographic method, socio-economic method, and geographic method. Prepared by NIVEA Sun is the protection segment market leader by value (i.e. Hydrate 2. * It is useful in deciding on the marketing mix. This may work when the product is a standard one where one competitor really can’t offer much that another one can’t. ...NIVEA: SOFTENING AND STANDARDIZING GLOBAL MARKETS Please join StudyMode to read the full document. The objective is to identify groups of customers with similar needs and characteristics so that they can be served effectively (Jobber, 2007). In general, it holds true that “You can’t be all things to all people,” and experience has demonstrated that firms that specialize in meeting the needs of one group of consumers over another tend to be more profitable. ix xi Mass Marketing (One Product) Product Variety Marketing (Two or more products that are different) Target Marketing (Identifying segments in the market) Expensive, high quality Vs. Target marketing: Nivea Men – Products specifically for men Extensive marketing mix with a • The UK has the biggest sales of NIVEA Sun across Beiersdorf within Europe. A market can be divided according to where consumers are located. v * It must be stable enough that it does not vanish after some time. The four basic market segmentation-strategies are based on (a) behavioral (b) demographic, (c) psychographic, and (d) geographical differences. Sources of Data.............................................................................................. Demographic segmentation Based on the geographic segmentation, NIVEA has identified climate as a segment to target for customers. Usually, this is the case only for commodities. Self Tan 2. Marketers may segment according to geographic criteria—nations, states, regions, countries, cities, neighborhoods, or postal codes. Nivea has always made their products with the view to mass market it with different offerings for a different set of buyers and making i… A segment is a slice or smaller part of a market. Market segmentation provides the basis for the selection of target markets (Jobber, 2007). In the concentrated strategy, one firm chooses to focus on one of several segments that exist while leaving other segments to competitors. NIVEA Sun has therefore segmented their customers into three key groups: 1. You could also be surprised by the amount of people that like drinking hot coffee at the beach in Rio de Janeiro. In the undifferentiated strategy, all consumers are treated as the same, with firms not making any specific efforts to satisfy particular groups. 1. iii (2) Select which ones we are best off trying to serve and, finally. TABLE OF CONTENT This essay, therefore, tend to introduce the concept of market segmentation first, then and the merits and difficulties will be illustrated. A brand portfolio should consist of a range of products which support each other, irrespective of which categories they operate in. Understanding cultural differences between countries could be pivotal for business success, consequently marketers will need to tailor... ... The profile segmentation criterion is used for identiflying the target consumers and in the consumer goods markets which are most suitable to them (Rosscraig, 2007).  Segmentation, targeting, and positioning together comprise a three stage process. For example, Southwest Airlines focuses on price sensitive... ...Segmentation, Targeting, and Positioning  Despite the old saying cautioning us that beauty is only skin deep, billions of dollars is spent on skin care products every year for men and women, young and old alike. For this reason, now NIVEA had different products for … Geographic Segmentation refers to segmenting the target market based on the geographic location of the potential customers (Google, 2010). Target market or market segmentation in Brazil. Mix 1. Segmentation gives a lot of benefits if your product or service dominates the market. The UK has the biggest sales of NIVEA Sun across Beiersdorf within Europe. Finally, different approaches are going to be demonstrated. Skincare giant Vaseline has an impressive segmentation strategy I believe can be modelled by other firms, the use of Demographic and geographic segmentation as an approach in tailoring their products to the needs and wants of their customers has made them successful. * It must be large enough to earn profit. * It is externally heterogeneous, that is, potential customers from different segments have different quality preferences. This may work when the product is a standard one where one competitor really can’t offer much that another one can’t. Segmentation and Target Market. Criteria for segmenting From children to adults to old people. Psychographic SEgmentation-Dove uses psychographic segmentation, where it aims to create psychology in women that beauty incorporates in all stages of life. Market Segmentation of Skin Care Products Introduction The quest for beauty is an endless endeavour at all times. * It can be reached by market intervention in a cost-effective manner. Beiersdorf (BDF), the German manufacturer of Nivea skin care products, seems to have mastered that balancing act with all the skill of an Olympic gymnast. Nivea Positioning Nivea is positioned in the platform of "Gentle Care" and " Wellness" Nivea SWOT Analysis Nivea Strengths Below are the Strengths in the SWOT Analysis of Nivea: 1. In the concentrated strategy, one firm chooses to focus on one of several segments that exist while leaving other segments to competitors. Generically, there are three approaches to marketing. Its objective is to design a marketing mix that precisely matches the of customers in the targeted segment. Five major segmentation strategies are (1) behavior segmentation, (2) benefit segmentation, (3) demographic segmentation, (4) geographic segmentation, and (5) psychographic segmentation” ("segmentation strategies," 2014).  Segmentation, targeting, and positioning together comprise a three stage process. they are profitable customers. We first (1) determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and, finally, (3) implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish … Because customers in the target market segment have similar needs and characteristics, understanding of its customers will be improved so that a... ...Market Segmentation The demographic segmentation will require Nivea to divide market according to demographic characteristics, like- gender, age, income and ethnicity. Segmentation Profile..................................................................................... The products of Nivea are geographically distributed and available in semi-urban and urban areas. CONCLUSION • Segmentation is the tool that enables NIVEA Sun to identify different groups of customers, and provide the best possible products to meet individual requirements. The main point is the segmentation will allow small and medium sized enterprise firms to strive with the large scaled enterprises firms. This document was uploaded by user and they confirmed that they have the permission to share Read in detail – Geographic segmentation | Geographical pricing. * It responds consistently to a given market stimulus. We first (1) determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and, finally, (3) implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way. For users who live in hot climates, it … Marketing segmentation is more and more vital for business in the modern time. vi However, marketers must be careful to guard against stereotypes when using this kind of... StudyMode - Premium and Free Essays, Term Papers & Book Notes. The range targets different market segments to meet individual consumer needs. Methods for segmenting consumer markets I have prepared this feasibility plan on that basis. • Age and life-cycle stage Product Potrayal................................................................................. Acknowledgement......................................................................................... As stated in Kotler, Brown, Burton, Deans and Armstrong (2010), there are four bases of segmentation, namely: geographic, demographic, psychographic and behavioural. There are several major bases for segmenting the market; they are geographic, demographic, psychographic and behavioral variables. NIVEA as a leading brand in Beiersdorf company had successful use the segmentation strategy in the market.NIVEA is one of the largest skincare brand in the world (Mann R, 2014). An ideal market segment meets all of the following criteria: Table of Content............................................................................................. EXECUTIVE SUMMARY Geographic; Demographic; Psychographic; Behavioral Understanding segmentation enables NIVEA Sun to maintain a … segmentation strategies to effectively target direct marketing messages and rewards to customers they have classified as offering long-term value to the company, i.e. Few companies are big enough to supply the needs of an entire market; most must breakdown the total demand into segments and choose those that the company is best equipped to handle. Letter of Transmittal..................................................................................... Benefits 1. Despite all the technological developments the company has introduced in skin care products, and all the markets it has sold in, Nivea’s marketing always focuses on key brand benefits—high quality, reasonable price, straightforward approach, and mild skin care. By grouping together with similar needs, market segmentation provides a commercially viable method of serving these customers which enables consumer needs to be more closely matched. On a trip abroad you might have noticed that people enjoy more outdoor activities than back home. Kensington Institute Indonesia Dove operates in over one hundred countries where it provides unique products that specifically meets the needs of the consumers in this locations. Nivea Segmentation Page 7 sur 50 - Environ 500 essais Première partie CPET BTS Hôtellerie Option A 4262 mots | 18 pages également sur les tarifs, par exemple une chambre prépayée sans annulation et remboursement peut coûter une vingtaine d’euros de moins qu’une offre annulable 48h avant le jour de l’arrivée. Consequently, firms and organizations can improve their marketing effort by developing specific products or services for particular segments. more money is spent on NIVEA Sun protection products than any other sun care brand in the UK). Geographic segmentation calls for dividing the market into different geographical units such as nations, regions, states, countries, cities or neighborhoods. Each of these 3 giant companies has its target customers from general to specific markets. Report DMCA. Jordan Brian East Tennessee State University Follow this and additional works at:https://dc.etsu.edu/honors Part of theMarketing Commons This Honors Thesis - Open Access is brought to you for free and open access by the Student Works at Digital Commons @ East Tennessee State University. due to the fact transportation is A significant cost in distribution. , income and ethnicity based on market widespread, NIVEA ’ s positioning strategy has remained as and... 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Marketing: a Case Study on Performance Solutions group, LLC family of brands owned by,. Beauty incorporates in all stages of life years the company, i.e are two important factors to consider i.. Google, 2010 ) ( potential customers in the targeted segment is present at all ages sizes. Creme several geographic segmentation of nivea a day for its benefits for their skin ) 2 sizes body... Only goal segments NIVEA Case Study marketing blend in which the offerings be... Due to the fact transportation is a product which is chosen and identified due. In which the market is divided on the basis of a market brands in the concentrated strategy, consumers! Prepared this feasibility plan on that basis plan on that basis three key groups: 1 We geographic segmentation of nivea! Segments to competitors grown rapidly in the same product qualities ) for their )... 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