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Nivea Marketing Research

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Nivea Marketing Research
Introduction

This assignment highlight on positioning strategy for Nivea For Men within the wide. NIVEA is one of the families of brands owned by Beiersdorf, the international skincare company and it began in 1911(Nivea for Men - Brief, 2011). In 1980 Nivea launched NIVEA FOR MEN globally, and it was very famous among the male as it was the first product that are alcohol-free.

Market segment

Market segmentation is the key strategic concept in marketing today (Michael N. Tuma, 2011). It is shows as the attempt to distinguish 'homogeneous groups of customers who can be targeted in the same manner because they have similar needs and preferences'. (Wedel & Kamakura, 2002). Good market segmentations helps in understanding the market, the ability to predict buying behaviour accurately and increased profit of companny.

| |Segmentation Variables |Generation Z |Generation Y |Generation X |
|Geographic |Country |Malaysia |Malaysia |Malaysia |
|Demographic |Income |Pocket money |Pocket money, salary |Salary, retirement funds |
| |Age |7-16 years old |17-39 years old |40-65 years old |
| |Occupation |Student |Student, Employees |Employees, Retired |
| |Education level |Primary & secondary school |College, University, Graduates|Primary, Secondary school |
|Psychographic |Personality |Dynamic |Trendy |Less conscious about appearance |
| |
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