Nivea Marketing Strategy
TABLE OF CONTENTS
No. Particulars Page
1. Introduction 2
2. SWOT analysis 3 2.1 Direct and Indirect Competitors 4
3. Product analysis 5 3.1 Core Benefit 5 3.2 Actual Product 5 3.3 Augmented Product 6
4. Segmentation & Positioning strategy 6 4.1 Market Segmentation and Targeting 6-7 4.2 Market Positioning 8
5. Consumers Behaviour 8-10
6. Recommendation 10-11
7. Conclusion 11-12
8. Appendix 13
9. References 14-15
1. Introduction
In Malaysia the weather is always hot like summer, and therefore most people do experience body odour. A way to reduce body odour is by using deodorant. A deodorant is defined as a substance that destroys body odour. Deodorants are applied to the body to take off body odour that is caused by the bacterial breakdown of perspiration. There are many different types of deodorants available in the markets, such as sprays, gels and liquids types. Deodorants contain aluminium chloride, aluminium hydroxyl and aluminium sulphate. These aluminium salts may hold back sweat production and form an obstructive hydroxide gel in the sweat ducts. (Mosby’s Medical Dictionary 2009)
The objective of our assignment is to examine the marketing strategy of a product. Our group has decided to choose deodorant for our assignment topic. We have chosen the brand, NIVEA, which is a German brand belonging to Beiersdorf AG, Hamburg, Germany. The product that we are going to study in this assignment is NIVEA Fresh Active Roll-On deodorant as shown as figure 1 ( hereafter referred to as ‘NIVEA roll-on’) contains ocean extracts and offers the real confidence of a 24 hours effective regulation of perspiration providing a fresh feeling. It is the combination of reliable antiperspirant protection and NIVEA’s mild care. This product is free from alcohol, colourants and preservatives. Besides that, it is also skin tolerance dermatologically proven.
No. Particulars Page
1. Introduction 2
2. SWOT analysis 3 2.1 Direct and Indirect Competitors 4
3. Product analysis 5 3.1 Core Benefit 5 3.2 Actual Product 5 3.3 Augmented Product 6
4. Segmentation & Positioning strategy 6 4.1 Market Segmentation and Targeting 6-7 4.2 Market Positioning 8
5. Consumers Behaviour 8-10
6. Recommendation 10-11
7. Conclusion 11-12
8. Appendix 13
9. References 14-15
1. Introduction
In Malaysia the weather is always hot like summer, and therefore most people do experience body odour. A way to reduce body odour is by using deodorant. A deodorant is defined as a substance that destroys body odour. Deodorants are applied to the body to take off body odour that is caused by the bacterial breakdown of perspiration. There are many different types of deodorants available in the markets, such as sprays, gels and liquids types. Deodorants contain aluminium chloride, aluminium hydroxyl and aluminium sulphate. These aluminium salts may hold back sweat production and form an obstructive hydroxide gel in the sweat ducts. (Mosby’s Medical Dictionary 2009)
The objective of our assignment is to examine the marketing strategy of a product. Our group has decided to choose deodorant for our assignment topic. We have chosen the brand, NIVEA, which is a German brand belonging to Beiersdorf AG, Hamburg, Germany. The product that we are going to study in this assignment is NIVEA Fresh Active Roll-On deodorant as shown as figure 1 ( hereafter referred to as ‘NIVEA roll-on’) contains ocean extracts and offers the real confidence of a 24 hours effective regulation of perspiration providing a fresh feeling. It is the combination of reliable antiperspirant protection and NIVEA’s mild care. This product is free from alcohol, colourants and preservatives. Besides that, it is also skin tolerance dermatologically proven.
References: Kotler, P. And Armstrong,G(2010) Principles of Marketing – Global Edition, 13th edition, Pearson Education. Tutor 2U n.d., Buyer behaviour, decision making process, [online] available from: http://tutor2u.net/business/marketing/buyingdecisionprocess.asp [Accessed 6th July 2010] Review centre (2010), Actual product, [online] available from: