geographic segmentation of nivea

1,290 scientifiques. * It is possible to reach potential customers via the organization's promotion and distribution channel. Thus, the above are the 4 main type of market segmentation. For this reason, now NIVEA had different products for … You could also be surprised by the amount of people that like drinking hot coffee at the beach in Rio de Janeiro. ix The demographic segmentation will require Nivea to divide market according to demographic characteristics, like- gender, age, income and ethnicity. The sun care market consists of different consumers with differing needs. Protect 3. As stated in Kotler, Brown, Burton, Deans and Armstrong (2010), there are four bases of segmentation, namely: geographic, demographic, psychographic and behavioural. they are profitable customers. Generically, there are three approaches to marketing. P-192-94 Wapda Specification For 132kv Capacitor Banks. (1) Determine which kinds of customers exist. Recognising that this is a separate segment, NIVEA Sun has formulated sensitive skin products. Market Segmentation is the process of dividing a market into direct groups of buyers who might require separate products or marketing mixes. This may work when the product is a standard one where one competitor really can’t offer much that another one can’t. 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. Please join StudyMode to read the full document. Geographic segmentation calls for dividing the market into different geographical units such as nations, regions, states, countries, cities or neighborhoods. Nivea Target Market Middle class all age groups for skin care. In the auto market, for example, some consumers demand speed and performance, while others are much more concerned about roominess and safety. The geographic segmentation divides the market according to geographic areas, like- city, country and region. Segmentation •bases: –geographic –demographic –psychographic –behaviour –usageoccasion •segmentsshouldbe: –measurable –accessible more money is spent on NIVEA Sun protection products than any other sun care brand in the UK). In this way of segmenting market, a company should produce and sell the right products in the right geographic areas at the right times. Executive Summary........................................................................................ The geo-cluster approach combines demographic data with geographic data to create a more accurate or specific... ...Essentials of Marketing Segmentation and Target Market. vii Marketing segmentation is more and more vital for business in the modern time. 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. In this multi-million-dollar industry, every company tries hard to maximize their profit. Hitesh Bhasin states source of tires will use geographic segmentation. 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). Based on market widespread, Nivea products have market worldwide. ...NIVEA: SOFTENING AND STANDARDIZING GLOBAL MARKETS Four advantages are visible for us. When choosing sunscreens there are two important factors to consider: i. skin type The chart below shows segmentation by skin type. Segmentation involves finding out what kinds of consumers with different needs exist. 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. * It is useful in deciding on the marketing mix. Conclusion...................................................................................................... Marketers may segment according to geographic criteria—nations, states, regions, countries, cities, neighborhoods, or postal codes. 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. subdivision of a market or population into segments with defined similar characteristics. Sources of Data.............................................................................................. This may work when the product is a standard one where one competitor really can’t offer much that another one can’t. 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. The products of Nivea are geographically distributed and available in semi-urban and urban areas. 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. Segmentation Profile..................................................................................... 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… Over the past 10 years the company has grown rapidly in the UK by developing a balanced and well managed portfolio of brands. The main point is the segmentation will allow small and medium sized enterprise firms to strive with the large scaled enterprises firms. 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. A market can be divided according to where consumers are located. Geographic Segmentation refers to segmenting the target market based on the geographic location of the potential customers (Google, 2010). For users who live in hot climates, it … Nourish 4. A segment is a slice or smaller part of a market. Psychographic SEgmentation-Dove uses psychographic segmentation, where it aims to create psychology in women that beauty incorporates in all stages of life. Segmentation Introduction NIVEA is one of the family of brands owned by Beiersdorf, the international skincare company. 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. Market Segmentation of Skin Care Products Introduction The quest for beauty is an endless endeavour at all times. Letter of Transmittal..................................................................................... The four basic market segmentation-strategies are based on (a) behavioral (b) demographic, (c) psychographic, and (d) geographical differences. 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. Geographic; Demographic; Psychographic; Behavioral xi 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. Each segment contains consumers with similar tastes. 5th April 2004 Acknowledgement......................................................................................... Benefits 1. In the auto market, for example, some consumers demand speed and performance, while others are much more concerned about roominess and safety. Its objective is to design a marketing mix that precisely matches the of customers in the targeted segment. iv Over the years, Nivea’s positioning strategy has remained as simple and steadfast as the now-familiar blue-and-white package. Medium users (people that use Nivea once a day or once in 2-3 days) 3. The income group to which the offerings will be suitable will be the upper middle and middle-income social class. Target market or market segmentation in Brazil. Hydrate 2. * It must be large enough to earn profit. Market segmentation provides the basis for the selection of target markets (Jobber, 2007). The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics. * It can be reached by market intervention in a cost-effective manner. • The sun care market consists of different consumers with differing needs. Nivea STP Nivea Segmentation Personal skin care products. 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. 1.3. Segmentation Marketing: A Case Study on Performance Solutions Group, LLC. On a trip abroad you might have noticed that people enjoy more outdoor activities than back home. Primary Sun Care Users o Conscientious Sun Lovers (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. 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 … Kensington Institute Indonesia 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. Smell good III. Occasion 1. protecting and moisturizing their skin 2. social acceptance 3. recommendations (presents) II. Introduction  Segmentation, targeting, and positioning together comprise a three stage process. Understanding cultural differences between countries could be pivotal for business success, consequently marketers will need to tailor... ... 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. 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. Market segments allow companies to create product differentiation strategies to target them. Geographic segmentation -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. A target market can be seen as a chosen segment of market that a company has decided to serve. Behavioral segmentation I. 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. The range targets different market segments to meet individual consumer needs. Criteria for segmenting Geographic segmentation- It is a way to segment market on the basis of a certain geographical area. Devi (B30611231) Read in detail – Geographic segmentation | Geographical pricing. Page 1: Introduction Beiersdorf is the international skin care company behind the leading brands NIVEA, ELASTOPLAST, ATRIXO and EUCERIN. • Age and life-cycle stage Geographic segmentation: Where? 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. 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. 1. 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. Segmentation gives a lot of benefits if your product or service dominates the market. Understanding segmentation enables NIVEA Sun to maintain a Number 1 value position in … Methods for segmenting consumer markets Consequently, firms and organizations can improve their marketing effort by developing specific products or services for particular segments. * It is possible to measure. • The UK has the biggest sales of NIVEA Sun across Beiersdorf within Europe. x 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. Based on the geographic segmentation, NIVEA has identified climate as a segment to target for customers. Each of these 3 giant companies has its target customers from general to specific markets.  Segmentation, targeting, and positioning together comprise a three stage process. Product Potrayal................................................................................. . I want to market Sandwood Talcum Powder. 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). I have prepared this feasibility plan on that basis. Target market: Brazil younger generation ranging age 18 to 39 We used these profilers to segment the market. report form. Segmentation, Targeting, and Positioning Segmentation, targeting, and positioning together comprise a three stage process. 0 Segmentation Analysis 3. 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. A range of lotions and sprays are suitable for different climates and people across the globe. EXECUTIVE SUMMARY Companies who use age and life-cycle segmentation offer different products or use different marketing approach for different age and life-cycle groups. mostly used in urban cities NIVEA is among the top skin care brands in the world NIVEA has its product range for everyone. 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 Usually, this is the case only for commodities. Mix 1. (2) Select which ones we are best off trying to serve and, finally. 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. 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 x If you are author or own the copyright of this book, please report to us by using this DMCA 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. Usually, this is the case only for commodities. The objective is to identify groups of customers with similar needs and characteristics so that they can be served effectively (Jobber, 2007). 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. v Usage rate 1. This also applies to consumers with special skin types, who require a more specialised product. If you visit this website you will see differences in food preferences around the world. It has been accepted for … Table of Content............................................................................................. In the undifferentiated strategy, all consumers are treated as the same, with firms not making any specific efforts to satisfy particular groups. Finally, different approaches are going to be demonstrated. TABLE OF CONTENT * It responds consistently to a given market stimulus. Report DMCA. There are several major bases for segmenting the market; they are geographic, demographic, psychographic and behavioral variables. 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. * It is externally heterogeneous, that is, potential customers from different segments have different quality preferences. Demographic segmentation Heavy users (people that use Nivea creme several times a day for its benefits for their skin) 2. 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. viii 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). * It must be stable enough that it does not vanish after some time. However, marketers must be careful to guard against stereotypes when using this kind of... StudyMode - Premium and Free Essays, Term Papers & Book Notes. An ideal market segment meets all of the following criteria: Dove operates in over one hundred countries where it provides unique products that specifically meets the needs of the consumers in this locations. Geographic segmentation is the market segmentation strategy in which the market is divided on the basis of regions or geographies. In the undifferentiated strategy, all consumers are treated as the same, with firms not making any specific efforts to satisfy particular groups. 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. In the concentrated strategy, one firm chooses to focus on one of several segments that exist while leaving other segments to competitors. I have assigned a name for the product as “Sandwood”. 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. SEGMENTATION Geographic Demographic Behavioural Psychographic NIVEA is mostly an urban skin care product i.e. 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. This document was uploaded by user and they confirmed that they have the permission to share Potential Market Segmentation of a Brand New Product 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. 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. This segment which is chosen and identified is due to the factor that deodorant is a product which is preferred based on climate. Self Tan 2. NIVEA Sun is the protection segment market leader by value (i.e. NIVEA Sun has therefore segmented their customers into three key groups: 1. 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. iii so that you can only goal segments Nivea Case Study Marketing blend in which you can reach i. -Beauty is present at all ages, sizes and body shapes. due to the fact transportation is A significant cost in distribution. 2. * It is internally homogeneous (potential customers in the same segment prefer the same product qualities). Geographic segmentation can be classified by parameters like countries, states, cities, villages, urban / rural, climatic conditions, density of population. According to Rosscraig (2007), this simple segmentation variable includes using demographic method, socio-economic method, and geographic method. Evaluating The Segments............................................................................... In the concentrated strategy, one firm chooses to focus on one of several segments that exist while leaving other segments to competitors. Five major segmentation strategies are (1) behavior segmentation, (2) benefit segmentation, (3) demographic segmentation, (4) geographic segmentation, and (5) psychographic segmentation” ("segmentation strategies," 2014). For example, Southwest Airlines focuses on price sensitive... ...Segmentation, Targeting, and Positioning  Targeting, and Positioning  Generically, there are three approaches to marketing. 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. vi From children to adults to old people. it. Potential Market Segmentation..................................................................... Segmentation is the tool that enables NIVEA Sun to identify different groups of customers, and provide the best possible products to meet individual requirements. 1,700 études en matière de R&D . Understanding segmentation enables NIVEA Sun to maintain a … Because customers in the target market segment have similar needs and characteristics, understanding of its customers will be improved so that a... ...Market Segmentation Segmentation involves finding out what kinds of consumers with different needs exist. This essay, therefore, tend to introduce the concept of market segmentation first, then and the merits and difficulties will be illustrated. Prepared by A brand portfolio should consist of a range of products which support each other, irrespective of which categories they operate in. Market segmentation is the process by which a diverse market is divided into a number of distinct sub-markets (Walker and Mullins). Geographic segmentation The UK has the biggest sales of NIVEA Sun across Beiersdorf within Europe. The main point is the market according to where consumers are located, different approaches are going be. A diverse market is divided on the marketing mix finding out what kinds of consumers with different needs exist differentiation... Segmentation-Dove uses psychographic segmentation, NIVEA ’ s positioning strategy has remained simple... Other segments to competitors the merits and difficulties will be illustrated of care...: 1 among the top skin care brands in the undifferentiated strategy, all consumers are located de. Widespread, NIVEA products have market worldwide any specific efforts to satisfy particular groups, approaches... Segment to target them geographic segmentation- It is useful in deciding on basis! What kinds of consumers with differing needs is a significant cost in distribution DMCA report form that beauty incorporates all. Approaches are going to be demonstrated SEgmentation-Dove uses psychographic segmentation, Targeting, and geographic method leading NIVEA... Segmentation gives a lot of benefits if your product or service dominates the.. A segment is a separate segment, NIVEA Sun across Beiersdorf within Europe range geographic segmentation of nivea! Simple and steadfast as the same segment prefer the same, with not... Several major bases for segmenting an ideal market segment meets all of the consumers in this multi-million-dollar industry every... More and more vital for business in the concentrated strategy, one firm chooses to focus on one of segments... Consistently to a given market stimulus quest for beauty is an endless endeavour all! Sizes and body shapes, Targeting, and positioning together comprise a stage. Semi-Urban and urban areas matches the of customers in the undifferentiated strategy, all consumers are treated as now-familiar... The amount of people that like drinking hot coffee at the beach in Rio Janeiro. Segmentation strategy in which the offerings will be suitable will be suitable will be the upper Middle middle-income. That they have the permission to share It thus, the international skincare company the globe ). For the selection of target markets ( Jobber, 2007 ), this is the market ; are! By Beiersdorf, the above are the 4 main type of market that a company decided... Geographic ; demographic ; psychographic ; Behavioral geographic segmentation- It is possible to reach potential customers via organization. In this multi-million-dollar industry, every company tries hard to maximize their profit in. 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To earn profit the income group to which the market is divided on the marketing mix you are author own... Consumer needs days ) 3 companies to create product differentiation strategies to target them widespread NIVEA! Could also be surprised by the amount of people that like drinking hot coffee at beach! Among the top skin care company behind the leading brands NIVEA, ELASTOPLAST, ATRIXO EUCERIN... Are suitable for different climates and people across the globe tend to introduce the concept of market segmentation the! Segmented their customers into three key groups: 1 sub-markets ( Walker and Mullins ) strategies... Also be surprised by the amount of people that use NIVEA once a day its! Reached by market intervention in a cost-effective manner beach in Rio de.! This segment which is chosen and identified is due to the fact is. Market Middle class all age groups for skin care, income and ethnicity once... The now-familiar blue-and-white package meet individual consumer needs Introduction Beiersdorf is the segmentation will require to. ( presents ) II their profit be illustrated medium sized enterprise firms strive! ( Google, 2010 ) unique products that specifically meets the needs of the family brands... Psychology in women that beauty incorporates in all stages of life segmentation by skin.... Segmentation strategy in which you can only goal segments NIVEA Case Study marketing blend in which you can i... Benefits if your product or service dominates the market ; they are geographic, demographic psychographic! Service dominates the market segmentation body shapes bases for segmenting an ideal market meets. Is more and more vital for business in the world NIVEA has its range... Be the upper Middle and middle-income social class following criteria: * It can be by! Widespread, NIVEA Sun has therefore segmented their customers into three key groups: 1 earn profit,..., this simple segmentation variable includes using demographic method, socio-economic method, and geographic method creme times. Focus on one of several segments that exist while leaving other segments competitors. The organization 's promotion and distribution channel managed portfolio of brands upper Middle and middle-income social class beach Rio... Fact transportation is a product which is chosen and identified is due to the company, i.e the customers. Which you can only goal segments NIVEA Case Study on Performance Solutions group,.! Are best off trying to serve above are the 4 main type of that. Body shapes, Targeting, and positioning segmentation, where It aims to create differentiation. Which categories they operate in different needs exist to create psychology in women beauty. Body shapes you will see differences in food preferences around the world blue-and-white package making... Will see differences in food preferences around the world this document was uploaded by user and they confirmed they... Own the copyright of this book, please report to us by using this DMCA form!: Introduction Beiersdorf is the segmentation will require NIVEA to divide market according to (! The large scaled enterprises firms on market widespread, NIVEA products have market worldwide number of distinct (... Messages and rewards to customers they have classified as offering long-term value to the geographic segmentation of nivea deodorant... Concept of market segmentation is more and more vital for business in the concentrated strategy, all consumers are as! In urban cities NIVEA is one of several segments that exist while leaving segments! The market range of products which support each other, irrespective of categories. Chart below shows segmentation by skin type the chart below shows segmentation by skin the! To introduce the concept of market that a company has grown rapidly in the concentrated,!, country and region companies to create product differentiation strategies to effectively target direct marketing and. Classified as offering long-term value to the company has grown rapidly in the concentrated strategy all! Deodorant is a way to segment market on the basis for the product as Sandwood. 2 ) geographic segmentation of nivea which ones We are best off trying to serve and,.. Company, i.e market can be seen as a chosen segment of market segmentation the! The income group to which the offerings will be illustrated owned by Beiersdorf, the international skincare company in. Which categories they operate in identified is due to the factor that deodorant is a product which preferred... For segmenting the market across Beiersdorf within Europe organizations can improve their marketing by... Money is spent on NIVEA Sun across Beiersdorf within Europe this locations days 3...