Generically, there are three approaches to marketing. Based on the geographic segmentation, NIVEA has identified climate as a segment to target for customers. From children to adults to old people. 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. Geographic segmentation is the market segmentation strategy in which the market is divided on the basis of regions or geographies. • Age and life-cycle stage This may work when the product is a standard one where one competitor really can’t offer much that another one can’t.  Segmentation, targeting, and positioning together comprise a three stage process. Read in detail – Geographic segmentation | Geographical pricing. Psychographic SEgmentation-Dove uses psychographic segmentation, where it aims to create psychology in women that beauty incorporates in all stages of life. ...NIVEA: SOFTENING AND STANDARDIZING GLOBAL MARKETS 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. Segmentation Profile..................................................................................... Mix 1. viii (2) Select which ones we are best off trying to serve and, finally. A range of lotions and sprays are suitable for different climates and people across the globe. Target market or market segmentation in Brazil. Page 1: Introduction Beiersdorf is the international skin care company behind the leading brands NIVEA, ELASTOPLAST, ATRIXO and EUCERIN. Criteria for segmenting 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. Over the past 10 years the company has grown rapidly in the UK by developing a balanced and well managed portfolio of brands. 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 UK has the biggest sales of NIVEA Sun across Beiersdorf within Europe. v For this reason, now NIVEA had different products for … 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. Letter of Transmittal..................................................................................... it. When choosing sunscreens there are two important factors to consider: i. skin type The chart below shows segmentation by skin type. due to the fact transportation is A significant cost in distribution. Introduction Nourish 4. The products of Nivea are geographically distributed and available in semi-urban and urban areas. Prepared by Market segmentation provides the basis for the selection of target markets (Jobber, 2007). An ideal market segment meets all of the following criteria: * It responds consistently to a given market stimulus. The demographic segmentation will require Nivea to divide market according to demographic characteristics, like- gender, age, income and ethnicity. Companies who use age and life-cycle segmentation offer different products or use different marketing approach for different age and life-cycle groups. Each segment contains consumers with similar tastes. ix 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). The sun care market consists of different consumers with differing needs. Each of these 3 giant companies has its target customers from general to specific markets. * It is possible to measure. Please join StudyMode to read the full document. In the auto market, for example, some consumers demand speed and performance, while others are much more concerned about roominess and safety. The objective is to identify groups of customers with similar needs and characteristics so that they can be served effectively (Jobber, 2007). 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. Segmentation •bases: –geographic –demographic –psychographic –behaviour –usageoccasion •segmentsshouldbe: –measurable –accessible This document was uploaded by user and they confirmed that they have the permission to share 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). Usually, this is the case only for commodities. 1.3. Hydrate 2. Acknowledgement......................................................................................... For users who live in hot climates, it … There are several major bases for segmenting the market; they are geographic, demographic, psychographic and behavioral variables. * It must be large enough to earn profit. • The sun care market consists of different consumers with differing needs. Target market: Brazil younger generation ranging age 18 to 39 We used these profilers to segment the market. 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. Segmentation involves finding out what kinds of consumers with different needs exist. In the auto market, for example, some consumers demand speed and performance, while others are much more concerned about roominess and safety. In the concentrated strategy, one firm chooses to focus on one of several segments that exist while leaving other segments to competitors. The main point is the segmentation will allow small and medium sized enterprise firms to strive with the large scaled enterprises firms. 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… report form. x Medium users (people that use Nivea once a day or once in 2-3 days) 3. Hitesh Bhasin states source of tires will use geographic segmentation. Segmentation and Target Market. In this multi-million-dollar industry, every company tries hard to maximize their profit. If you visit this website you will see differences in food preferences around the world. A target market can be seen as a chosen segment of market that a company has decided to serve. Segmentation is the tool that enables NIVEA Sun to identify different groups of customers, and provide the best possible products to meet individual requirements. Kensington Institute Indonesia xi 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. The four basic market segmentation-strategies are based on (a) behavioral (b) demographic, (c) psychographic, and (d) geographical differences. Protect 3. Geographic Segmentation refers to segmenting the target market based on the geographic location of the potential customers (Google, 2010). 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. -Beauty is present at all ages, sizes and body shapes. For example, Southwest Airlines focuses on price sensitive... ...Segmentation, Targeting, and Positioning  Preferred based on climate a range of products which support each geographic segmentation of nivea, of. Market based on climate finally, different approaches are geographic segmentation of nivea to be demonstrated worldwide. Firm chooses to focus on one of the consumers in this multi-million-dollar industry, every company hard! 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