2.1 Direct and Indirect Competitors 4
3.1 Core Benefit5
3.2 Actual Product5
3.3 Augmented Product6
4.Segmentation & Positioning strategy6
4.1 Market Segmentation and Targeting6-7
4.2 Market Positioning8
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....