Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs, and then be designed and implemented to target these specific customer segments, addressing needs or desires that are believed to be common in this segment, using media that is used by the market segment. Nivea used segmentation at two levels
* Micro level
* Macro level
Micro level segmentation
Nivea used micro level nivea devided their product into total health products and beauty products .
At micro level
Demographic segmentation consists of dividing the market into groups based on variables such as age, gender family size, income, occupation, education, religion, race and nationality. Nivea also used demographic segmentation they made male/ female and young/children different segments because male prefers convenience while female needs more luxurious sun products and children also different need from young people.
Psychographic segmentation: consumers are divided according to their lifestyle, personality, values and social class. Consumers within the same demographic group can exhibit very different psychographic profiles. Occasions
this segments on the basis of when a product is purchased or consumed There are many different occasions when people need different sun protection like. Holidays, outdoors sports, gardening, working etc.. for e.g. People enjoying holidays in Egypt will need different sun protection factor( SPF) while person in UK needs different SPF. Nivea have considered all these factors and provides wide range of sun products with SPF varying from 4 to 50 Benefit sought
This requires marketers to identify and understand the main benefits consumers look for in a product. Primary objective of sun screen is to provide protection from harmful radiation of sun. but how the preferences will be delivered vary from...
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