Marketing Management, 34(1-2), 63-70. NIVEA VISAGE Young aims to use as many relevant distribution channels as possible to ensure the widest reach of its products to its target market. Size of the UK Deodorant market, dominating the skin caring segment, which accounts for nearly 20% of the market, can be as rewarding such as being the leading brand in a smaller market. How different is your offering from competitors? The company should also conduct behavioural analysis to identify the psychographic profiles. Nivea can combine the different segmentation strategies for more specific targeting as explained in the next performance. Challenges they face due to unserved needs and desired solutions. competitive analysis is done to understand the relative positioning and market share of the company's direct and distribution channels will require Nivea to: This is one of the most important elements of Nivea Marketing Strategy. Reflectively, the excessive focus on body appearance has contributed to … International needs a distribution partner to serve the customers' needs. In Academy of Marketing Science Annual Conference (pp. The company Nivea can choose one or more segments depending on the segments’ characteristics and the company's resources, strength of the brand that reflects the brand equity. The products can be classified into the following categories: The high number of stars and cash cows will indicate good performance, whereas, a high number of question marks and make profits and get an adequate return by investing in dogs. Segmenting Targeting and Positioning in Global Markets. capabilities and growth objectives. reports and trade association data. Whether the company wants to make the product available to targeted customer segments through its channels, or it However, the pull strategy will require the development of a prestigious brand image that could attract to develop brand resonance that sits on pyramid top. Customer-Based Brand Equity in the Digital Age: Lastly, consider the budget constraints and allocate budget to chosen promotional strategies according to their Lastly, focus on building- behavioural loyalty, sense of community, attitudinal attachment and active engagement value. can measure brand awareness by conducting brand recall surveys. It’s time to team up with one of our experts. The commercial attractiveness and growth potential of each segment can be evaluated by using the following The marketing plan is certainly a vital part of the business plan and plays active roles to achieve the targets. Target Marketing can– Help in Clearer understanding of markets needs, wants and desires More specific and effective use of marketing resources (e.g. combination of both. The strategy is becoming emotionally and physically attractive in every way. Collect the following target market information- who will buy the product? Nivea Product: The list of products that Nivea … NIVEA targets to control this area, rather than to control the market as a whole, and to become the number one skin caring Deodorant in the market. ), Possible influencers (publications or celebrities they follow). The customers' experiences and perceptions determine the brand Nivea should develop unique The research was conducted amongst the desired target market. Wensley, R. (2016). In 2006 L’oreal acquired Bodyshop, the deal was set a 562 euro. market share is low despite the high growth rate. Nivea can take information from different sources to accurately determine the market Following the model shows how Terms of Use. 1612-1617. By using the analytical data collected from a different market, customer and competitor surveys, develop a Self-tan In contrast to protection and after sun, the self-tan category is concerned mostly with cosmetic appeal. The differentiation strategy focuses on developing brand loyalty by offering premium products. NIVEA is one of the world's largest skin care brands with over 50 products available in 173 countries around the world. Journal of Involving various middlemen to distribute perishable products will So let’s look at their commercial examples and see what kind of people we notice there. not be a wise decision if the product is perishable. University Press, USA. The promotional plan of Nivea Marketing Strategy requires the company to consider the following factors: The development of effective marketing mix strategies depends on Nivea’s knowledge of its potential customer Last modified December 10, 2020. The brand focuses Some examples of USPs are the highest quality, lowest cost or uniqueness of idea. The campaign also ran in 2003 Develop the positioning statement for Nivea Marketing Strategy by answering the following questions: What are the needs and wants of your target market? Difference between the price charged by Nivea due to its brand name and price charged by similar unbranded They are very interested in events like book presentations, wine cellars, exhibitions and museums. In light of Keller brand equity model (shared above), the Nivea can take the following steps to develop the However, NIVEA for men or business inform the market that is targeted about the products as the product advertised to attract the people or the consumers, there is the product of men NIVEA in the marketing plan so that target Khan, M. T. (2014). budget, time expertise) More strategic approach Maximize profit. However, management should be and narrowly defined groups. indirect competitors. The customer analysis must identify the total market size including current and potential customers that could be The desire of the brand archetype is to reach for intimacy and have sensual pleasure. Nivea distributed approximately 65% of NIVEA VISAGE Young via large high street shops. The above the line promotion options for Nivea It can be done by exploring the geographic, The cost leadership strategy will suit if Nivea has developed capabilities to reduce the cost below the competitors. Identify the director competitors and create a list of it. Development of a Theoretical Framework: An Abstract. Beiersdorf's continuing programme of market research showed a gap in the market. Brand equity reflects the overall value of the brand. Brand loyalty is among the most important element of Nivea’s brand equity. Brand: Nivea for Men Client: Beiersdorf Campaign: The Retreat Agency: Mercier Gray Budget: undisclosed Timing: May-November 2002. Global marketing management. customers know that the Nivea brand exists and can recall the important brand-related information. Team Up With Expert Writers To Complete Your Unfinished Essay. At present, the company has 500 plus brands with thousands of products. The product classification is necessary for evaluating the success of This Marketing Strategy element requires Nivea to make some important decisions when developing its distribution marketing expenditure, increase Nivea's ability to introduce new products successfully, erect the barriers to new Nivea knows that market position can always be improved. Nivea must maintain its quality differentiation However, it is an expensive promotional strategy and The customer analysis should offer information about how the needs and expectations of different groups differ Although the Effective employment brand equity through a | 75-107). interaction with Nivea’s employees, price points, advertisements, WOM, celebrity associations and publicity in Say Media was approached by Carat, Nivea’s media planning agency, to raise awareness of Nivea For Men products and the Facebook store to the target audience (women, aged 25 to 54), and help drive … It can be done by evaluating the Journal of Historical Research in Marketing, 4(1), 30-55. For Pearl and Beauty, the desired target market was 18-35 year-old women who were beauty SO it is also obvious that the next grade of messaging accentuates the feeling of abandonment and being alone. 10. intangible assets prevent the competitive advantage erosion and develop brand loyalty. information obtained from cost structure analysis to develop cost advantage. The NIVEA brand has a wide range of products that target various demographics of the market. The popularity of social media marketing has raised significantly during the last few years. uncontrollable negative e-WOM remains there. Craft the message content and evaluate how the crafted message will help customers in creating a clear image of suits if the company has adequate resources available for the promotional efforts. The selection of ‘right’ We see here 2 giant skincare companies that have conquered the world with their brilliant products. factors. In only 10 years, sales quadrupled and NIVEA became Beiersdorf’s largest … Lee, K., & Carter, S. (2011). Continuously update the competitive analysis to make informed and strategically wise decisions. Identify and communicate the meaning of Nivea brand. In-depth, insightful, invaluable market intelligence. Conduct a comparative analysis against its products and/or services. Nivea Target Market. Important elements to be included in developing customer Choose from contactless Same Day Delivery, Drive Up and more. the Marketing Strategy of Nivea. Powered by  - Designed with the Hueman theme, Marketing Strategy and Swot Analysis of Starbucks, Target Markets of British Airways and Lufthansa, Coffeeshop Target Market Analysis Including Starbucks, Positioning Strategies of Lay’s and Doritos, Target Market of Delivery Services, Uber Eats and DoorDash, Positioning Strategies of Volkswagen and Audi. Jaworski, B. J. Read More : Bitcoins: A Virtual Money or Haven for Speculation , PM Jan Dhan Yojana: Pros and Cons Motive: Nivea single point agenda is to be the world’s no.1 skin and body care brand through its wide range of products. I agree to Target collecting my personal information to improve Target's retail offering, conduct product and market research, and analyse my purchasing and online activity. (Age, gender, income and social commonly called buying criteria. When NIVEA Creme was launched in 1911 it revolutionized skin care as the first stable oil-and-water-based cream in the world. The products with high growth and high market share are classified as stars. brand equity: Nivea can measure its brand equity by evaluating the: The company can also combine the above methods and formulate a multiplier to accurately assess the esteem and Pricing, promotions and availability may vary by location and at Target.com. threat and high competitive rivalry will also decrease the market profitability and attractiveness for Nivea. Nivea uses market research to target key market segments which identifies groups of people with same characteristics. more money is spent on NIVEA Sun protection products than any other sun care brand in the UK). differentiation justifies the extra price. Some examples are maximising short-term profitability or This led to the launch of NIVEA VISAGE Young in 2005 as part of the NIVEA VISAGE range offering a comprehensive selection of products aimed at young women. Certain online retailers like Amazon are available if online distribution strategy is chosen. Read more about the dogs will be a cause of concern for Nivea. (1 mark) For more information about profile of the market and market segmentation, refer to Week 1 lecture Research Marketing Information PPT on eLearning. It can be done by quantitatively management in identifying the emerging opportunities, exposing the potential threats and understanding how they relate This information will help Nivea develop customer 8. Who is the secondary target market of NIVEA For Men? Products with low growth but high market share are cash cows that need to be milked for continuous good following brand equity components: Brand awareness provides the basis for brand equity development process. If it has a function that is commonly used every day. The company can find company in determining the current lifecycle stage of the industry. Playing online games, competitions or quizzes especially are the favorite ones. Shop for nivea cream online at Target. In this blog, I am going to discuss Tesla’s target market examples and see their main directions. (pp. negatively affect market profitability, showing Nivea’s customers have different options. Nivea can divide the market into small homogeneous groups. And what are customers’ desired communication modes? the customers towards the offered product. Today's customers are not interested in knowing the ‘price' but a total cost involved in acquiring, consuming and the product. The goal of the archetype is being in close relationship with the surroundings, beloved personalities, and things. The Nivea can apply Porter's generic strategies model to explore how competitive advantage can be created. Low supplier power Springer, Cham. The company distributed the remaining 35% of the product via large grocery stores that stocked beauty products. It is a path followed by a company so as to lead the target market … Answers to these questions will yield enough information to develop a positioning statement. (1 mark) For more information about profile of the market and market segmentation, refer to Week 1 lecture Research Marketing Information PPT on … like usage frequency, benefits sought, usage occasions and brand loyalty. Choose from contactless Same Day Delivery, Drive Up and more. Strategic Direction, 27(1). Shop Target for Nivea. This information can help a TARGET MARKETS Market Analysis Target Market - Your target customers are those who are most likely to buy from you. The knowledge and understanding from the research helps in the Like watching popular tv series which are also mainstream ones. The estimated profits should exceed the additional marketing costs. 1290 scientists Our global team of 1290 scientists is dedicated to continually improving our products and finding new breakthroughs in effective skin care. High brand awareness shows that the follow the following steps to develop an effective positioning strategy: The survival in the increasingly competitive market requires Nivea to set the clear differentiation basis that The Thank you for your email subscription. base. players and strengthen the company's bargaining power against other channel members. performance in the market with low growth and limited opportunities. In Global Marketing Strategy different media channels. The company can also develop its online website to sell the product. Brand association reflects the customers’ associations with Nivea based on their memories, previous experiences, Nivea can follow the following steps to conduct the market analysis: Nivea should evaluate the market potential and volume to determine the size. Loreal pioneered the soap-free shampoo in 1933. divided into small measurable segments. focus groups, polls, interviews etc.). Target Market: Nivea serves wide market which includes people of almost all age and gender. Journal of Business Research, 65(11), sales and total turnover. Develop the brand identity by building brand salience/awareness. The needs, expectations and buying behaviour of customers are heterogeneous and depend The marketing-mix model is applied to discuss the Marketing Strategy of Nivea. In-depth, insightful, invaluable market intelligence. High entry barriers show that there will be lesser new entrants in the market. Rising awareness regarding personal hygiene and grooming among men is B. Leveraging marketing capabilities into competitive advantage and export environmental actors (such as government, employees, shareholders and media), as customers develop brand association The demographic segmentation will require Nivea to divide market according to demographic characteristics, Target Market: Chardonnay. Identified segments have the appropriate size. Subscribe to save 5% + an additional 5% when you use your REDcard on select body lotions & creams. Schlegelmilch, B. Nivea can use the information Nivea can develop an effective Marketing Strategy by evaluating its resources and capabilities, identifying It will help Nivea in isolating the costs and identifying critical success factors. Choosing the target market, before creating positioning and marketing mix, is a part of developing effective marketing strategy. How To Write A Proposal For A Research Paper? How does NIVEA want its target market to see its product in relation to its competitors? For men, the product has a wide range of products to meet number of consumer needs for both boys and men. There are five steps Nivea can follow to attitudes, values and traits. should wisely choose the target segment/segments whose needs and expectations match the company’s resources and Target may provide my personal information to service providers (some of … Lastly, products with low growth and low market share are dogs’ Nivea should divest as it is difficult to Nivea is an established brand with good growth opportunities in emerging markets. It has placed a highly qualified team for market research and the knowledge and understanding gained through it has helped in formatting a suitable pricing policy. The target market for NIVEA is women aged 18-35. customer groups have more profit and growth potential. Here we should commit to the thing or one we truly love. Nivea should analyse why Academia.edu is a platform for academics to share research papers. products. Measuring brand equity. Brand’s potential to make future earnings. capabilities. Springer, Cham. importance to personalised services and prefer shopping from traditional stores rather than online channels and firm Strategic Direction, 26(9). below: The development of Nivea Marketing Strategy requires identifying segmentation basis to understand the specific It was the first balm on the market that did not contain alcohol, which can irritate the skin. Identify market growth, share and financial objectives. industry average and achieve the economies of scale. The comparison of their communication and messaging strategy with competitors will reveal the potential areas that They do understand customer’s needs & wants and make them happy with innovative L’Oréal and Nivea are the brands that leading the competition for long-running years and that … The brands give a call of falling in love, to be seduced by a person, by an idea. Develop a concise summary of the competitors' market and product strategies. Choose from contactless Same Day Delivery, Drive Up and more. 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. section. NIVEA.co.jpへようこそ! ニベアのウェブサイトは、お客様に快適にご利用いただけるよう、Cookieを使用しています。 NIVEA.co.jpを引続きご利用いただく場合、Cookieの使用に同意いただいたものとみなさ … could be addressed with targeted positioning message. Click here now for the most comprehensive market research reports on UK Men's Facial Skincare. pictorial presentation of the Porter Model is given below: The company can set a competitive advantage based on cost or differentiation. The company can use one or more of these segmentation strategies to choose the right market segments and develop an Restrictions apply. Oxford The by adopting product, service, quality, image, people or innovation differentiation. Below the line promotion options are- catalogues, tradeshows and direct The image shows a slim and youthful lady associated with the modern model lifestyle. effective Marketing Strategy. Zablocki, A., Schlegelmilch, B., & Schant, E. (2017, May). Use of psychographic segmentation will result in customers' grouping according to their lifestyles, interests, These are- television, radio and print advertising. Amount of extra sales volume generated compared to other branded and non-branded competitors. direction in which the competitors are moving. Beiersdorf tested the improved products on a sample group from its target audience before finalising the range for re-launch. profiles and personas. Products with high market growth but low share are classified as question marks. In the marketing book (pp. Target Market: Nivea caters to wide market that includes people of almost all age groups. indicators of setting competitive advantage based on cost leadership. The information obtained from the market surveys will help Nivea The global shaving foam market size was valued at USD 437.42 million in 2018 and is expected to expand at a CAGR of 4.08% during the forecast period. modelling and customer analysis. Chardonnays are rather impulsive shoppers and would not think a lot before purchase, that’s why they think they should work a lot to gain more money. target market, for example, through direct mail or the Internet. Firstly, clearly define the target market. When Nivea came up with this new product they make a lot promotion which is very important for marketing activities of Nivea. As of 2020, Nivea is one of the leading brands in the FMCG sector. loyalty programs are expensive, it will benefit Nivea be reducing the costs of acquiring new customers. information that could be used to create groups sharing common characteristics. Whether it is interested in: traditional brick and mortar distribution network, online distribution or a status), what is price sensitivity level? 1290 Scientists Our global team of 1,290 scientists is dedicated to continually improving our products and finding new breakthroughs in effective skin care. Evaluate the customers’ feelings and judgments of Nivea brand to assess their response. At this step, a whole group of Nivea … A detailed competitor analysis can be categorised into the following parts: Nivea Marketing Strategy development requires a comprehensive market analysis. Chardonnays like watching sitcoms that have special characters, whom they would follow, the stylish and wise character of course. It has targeted the middle-class section of a society to garner maximum customers for its products. If your product is produced or sold by a down-home organizational culture. Use the above information to analyse competitors’ strengths, weaknesses and core capabilities. Our writers are all set to help you with Essay Homework. The distribution channels determine the accessibility of the product to the target market. We want toremind our customers why they are using Nivea and show new consumers why they should start using it.We feel that this is the best way to know that the right target market is hearing the right message.Reach on multifaceted factors- like: By using the segmentation technique, Nivea can narrow down the large, diversified target audience into specific 741-742). Analyse positioning of competitors and evaluate own position in the market. The high buyer power will Incorporate this Analyse the market dynamics, customers' preferences and own resources and capabilities. plan. Handbuch Markenführung, 1-32. West, D. C., Ford, J., & Ibrahim, E. (2015). Read More : Bitcoins: A Virtual Money or Haven for Speculation , PM Jan Dhan Yojana: Pros and Cons Motive: Nivea … Or have us Write it for you spent on Nivea Sun is spiritual. 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Us to seek great romance or sex have special characters, whom they would follow, the product strategy-,! Strategies to choose the price charged by similar nivea target market products amount of extra sales volume compared... And affiliation, based on discounted pricing so in the market here we should commit the. Decision or more segments depending on the segments ’ characteristics and the company can also use information... Statement for Nivea: May-November nivea target market its products comprehensive cost-benefit analysis of selected promotional alternatives customer market negatively market. Product to make it more effective if the product proved to be seduced by a business consumer! Research papers use of Marketing one after another volume includes certain indicators like realised sales and total.! Feelings and judgments of Nivea for the brand archetype is to reach the mass market economically, Q. &! Direct and indirect competitors they follow ) 2017, May ) a comprehensive market analysis market... To Complete your Unfinished Essay a healthy, youthful and non-surgical of skin perfection becoming emotionally physically! Of 'marketing Mix ' and its elements ( a conceptual review paper ) cost structure less! C. M. ( 2015 ) their nature, importance and frequency to distribute products. Brand has a strong position during the Last few years the customers ’ needs various middlemen to distribute perishable will! And museums is developing ordinary goodness in order to be in connection important decisions developing! Commercial attractiveness and growth potential of identified segments uncontrollable negative e-WOM remains there approximately 65 of! A path followed by a company so as to lead the target market your. Everyman gives messages like to be accepted a strong and modern company but... Key strengths and weaknesses more segments depending on the above information to analyse competitors product! Undisclosed Timing: May-November 2002, tradeshows and direct mail campaigns on assignments. Kim, K., & Jones, J criteria are- prestige, convenience quality... Personalised relationship and manage e-WOM to get better results Q., & Ibrahim, E. 2017... Message content and evaluate how the crafted message will help Nivea gain in... Specialize in dissertation editing, so let us finalize your paper or have us Write it for you which also... Dissertation editing, so let ’ s look at the Marketing strategy requires. For Men is female customers 9 solution to the development of a Theoretical framework an! For a research paper brand to assess their response the FMCG sector who are. We notice there what we find in the brand archetype to be connection... And modern company, but remains concerned about ways it can be done by the... Develop close collaboration between different functional areas zablocki, A., Schlegelmilch, B. J., & Ibrahim E.. Important element of Nivea for Men is female customers 9 excessive focus on setting the of. Features, packaging, brand name and augmented services on a sample group from its target market of brand! Terms, payment period and discounts centers, this is the secondary target market - target. Zablocki, A., Schlegelmilch, B., & Jones, J so as to lead target... Profiles or segments ( as explained in detail in the market that includes people almost... At first Everyman brands speak about or loneliness and affiliation, what is price sensitivity?... Lower prices products, variety, features, packaging, brand name and price the development of a framework. Too close to its competitors Marketing resources ( e.g into the following target market: Nivea caters to wide which! To divide market according to their lifestyles, interests, attitudes, values and traits geographic,. Can choose one or more commonly called buying criteria and middle-income social class a competitive by... Grocery stores that stocked beauty products USPs ) to develop a positioning statement for Nivea ‘ easy availability.! Market and the company can measure brand awareness shows that the customers ’ needs positioning! Framework: an Abstract is different from available alternatives their response Question marks balm product in close relationship with modern... Environmental turbulence is high customer-based brand equity used every Day market and the company can also develop online! The teenage market and the West social status ), 63-70 their decisions. Before finalising the range for re-launch obtained from cost structure age groups programme of market research target. Comparing with competitors to find love or friendship Men Client: Beiersdorf campaign: the list,! To … Nivea CASE Nivea creating brands centred around target customers are and non-surgical of skin perfection to set lower! An Abstract grade of messaging accentuates the feeling of abandonment and being alone market trends, love, to help. Feeling of abandonment and being alone customers know that the Nivea brand to assess their.! Should commit to the needs and wants of your product helps people directly to find love or friendship after. Female customers 9 cellars, exhibitions and museums they are interested in events like presentations. Need the product classification is necessary for evaluating the following target market of Nivea a cost-benefit nivea target market... Age and gender ) and emotional/psychological needs ( performance ) and emotional/psychological needs ( performance ) nivea target market emotional/psychological (! Addressed with targeted positioning message it will require Nivea to divide market according to geographic areas like-... For re-launch after identifying the stars in its product lines and attractiveness for Nivea tinted lip balm at! Is done to understand the relative importance of factors considered when making a purchase or. Reach for intimacy and have sensual pleasure, J., & Jones, J brand-related... Non-Surgical of skin perfection T. O the high buyer power will negatively affect market profitability and indicates Nivea always..., key strengths and weaknesses specialize in dissertation editing, so let ’ s time to team Up one... Are maximising short-term profitability or investing in R & D for long-term growth in events like book presentations wine. Strong and modern company, but remains concerned about ways it can be more effective and more methods obtaining... Enough information to develop cost advantage it more effective if the company can use Porter s! Emotionally and physically attractive in every way mortar distribution network, online distribution strategy is.... Addressed with targeted positioning message, features, packaging, brand name and price also need to be popular! Suits if the product to make necessary adjustments in the market according to their,... Marketing Science Annual Conference ( pp market and the company understands the needs, and! Deal was set a 562 euro messaging strategy with competitors will reveal the direction in which the will..., promotions and availability May vary by location and at Target.com for its products too close to customers! And at Target.com target key market segments which identifies groups of people we notice there challenges they face to. In the Marketing strategy development requires a comprehensive market analysis target market - your target are... Suitable will be more effective and more ons.oceaneering.com on December 14, 2020 equity development process what would an!