Methods for segmenting consumer markets According to Rosscraig (2007), this simple segmentation variable includes using demographic method, socio-economic method, and geographic method. In this way of segmenting market, a company should produce and sell the right products in the right geographic areas at the right times. The geographic segmentation divides the market according to geographic areas, like- city, country and region. A target market can be seen as a chosen segment of market that a company has decided to serve. 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. As stated in Kotler, Brown, Burton, Deans and Armstrong (2010), there are four bases of segmentation, namely: geographic, demographic, psychographic and behavioural. report form. Segmentation and Target Market. 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. Usage rate 1. Occasion 1. protecting and moisturizing their skin 2. social acceptance 3. recommendations (presents) II. viii Sources of Data.............................................................................................. Geographic segmentation Self Tan 2. Evaluating The Segments............................................................................... Smell good III. (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. Target market: Brazil younger generation ranging age 18 to 39 We used these profilers to segment the market. Market segments allow companies to create product differentiation strategies to target them. vii 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. Each of these 3 giant companies has its target customers from general to specific markets. Understanding segmentation enables NIVEA Sun to maintain a Number 1 value position in … Finally, different approaches are going to be demonstrated. Criteria for segmenting This may work when the product is a standard one where one competitor really can’t offer much that another one can’t. Protect 3. Primary Sun Care Users o Conscientious Sun Lovers A segment is a slice or smaller part of a market. In the undifferentiated strategy, all consumers are treated as the same, with firms not making any specific efforts to satisfy particular groups. For example, Southwest Airlines focuses on price sensitive... ...Segmentation, Targeting, and Positioning  xi Segmentation involves finding out what kinds of consumers with different needs exist. * It responds consistently to a given market stimulus. (2) Select which ones we are best off trying to serve and, finally. It has been accepted for … Geographic segmentation can be classified by parameters like countries, states, cities, villages, urban / rural, climatic conditions, density of population. 1,290 scientifiques. Generically, there are three approaches to marketing. Understanding segmentation enables NIVEA Sun to maintain a … Read in detail – Geographic segmentation | Geographical pricing. In this multi-million-dollar industry, every company tries hard to maximize their profit. Geographic segmentation is the market segmentation strategy in which the market is divided on the basis of regions or geographies. In the concentrated strategy, one firm chooses to focus on one of several segments that exist while leaving other segments to competitors. 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. In the auto market, for example, some consumers demand speed and performance, while others are much more concerned about roominess and safety. (1) Determine which kinds of customers exist. 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 Geographic; Demographic; Psychographic; Behavioral Segmentation Introduction NIVEA is one of the family of brands owned by Beiersdorf, the international skincare company. * It can be reached by market intervention in a cost-effective manner. Page 1: Introduction Beiersdorf is the international skin care company behind the leading brands NIVEA, ELASTOPLAST, ATRIXO and EUCERIN. Segmentation, Targeting, and Positioning Segmentation, targeting, and positioning together comprise a three stage process. If you visit this website you will see differences in food preferences around the world. 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. Devi (B30611231) Target market or market segmentation in Brazil. Companies who use age and life-cycle segmentation offer different products or use different marketing approach for different age and life-cycle groups. * It is internally homogeneous (potential customers in the same segment prefer the same product qualities). 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. Psychographic SEgmentation-Dove uses psychographic segmentation, where it aims to create psychology in women that beauty incorporates in all stages of life. Over the years, Nivea’s positioning strategy has remained as simple and steadfast as the now-familiar blue-and-white package. The main point is the segmentation will allow small and medium sized enterprise firms to strive with the large scaled enterprises firms. Thus, the above are the 4 main type of market segmentation. Behavioral segmentation I. . • The sun care market consists of different consumers with differing needs. ix * It is useful in deciding on the marketing mix. iv  Segmentation, targeting, and positioning together comprise a three stage process. Segmentation gives a lot of benefits if your product or service dominates the market. subdivision of a market or population into segments with defined similar characteristics. The objective is to identify groups of customers with similar needs and characteristics so that they can be served effectively (Jobber, 2007). Consequently, firms and organizations can improve their marketing effort by developing specific products or services for particular segments. Five major segmentation strategies are (1) behavior segmentation, (2) benefit segmentation, (3) demographic segmentation, (4) geographic segmentation, and (5) psychographic segmentation” ("segmentation strategies," 2014). Letter of Transmittal..................................................................................... Segmentation Marketing: A Case Study on Performance Solutions Group, LLC. Four advantages are visible for us. However, marketers must be careful to guard against stereotypes when using this kind of... StudyMode - Premium and Free Essays, Term Papers & Book Notes. 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 UK has the biggest sales of NIVEA Sun across Beiersdorf within Europe. 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. * It must be large enough to earn profit. I have prepared this feasibility plan on that basis. 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. The geo-cluster approach combines demographic data with geographic data to create a more accurate or specific... ...Essentials of Marketing 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). For this reason, now NIVEA had different products for … Prepared by Nivea Target Market Middle class all age groups for skin care. Geographic segmentation: Where? * It is possible to reach potential customers via the organization's promotion and distribution channel. TABLE OF CONTENT Usually, this is the case only for commodities. Nivea STP Nivea Segmentation Personal skin care products. Potential Market Segmentation..................................................................... The range targets different market segments to meet individual consumer needs. 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. -Beauty is present at all ages, sizes and body shapes. The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics. 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. The income group to which the offerings will be suitable will be the upper middle and middle-income social class. Segmentation is the tool that enables NIVEA Sun to identify different groups of customers, and provide the best possible products to meet individual requirements. This segment which is chosen and identified is due to the factor that deodorant is a product which is preferred based on climate. 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. Kensington Institute Indonesia Market Segmentation of Skin Care Products Introduction The quest for beauty is an endless endeavour at all times. more money is spent on NIVEA Sun protection products than any other sun care brand in the UK). 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