P5: Explain How and Why Groups of Customers Are Targeted for Selected Products.

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Explain how and why groups of customers are targeted for selected products.

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The Nivea Company manufactures products with fall into the skin and personal care section with items such as lotions, deodorants, creams, soaps and shaving material. This company was founded in 2007 and is based in Mumbai.

Nivea is currently owned by a German company named Beiersdorf which was founded in 1882 by pharmacist Carl Paul Beiersdorf. In 1900 the new owner developed a water-in-oil emulsion which was then used as a skin cream, this emulsion was the first stable one of its time and proved to be the basis for Nivea.

Nivea have a wide range of products in several different areas such as: • Bath care.
• Body care.
• Deodorants.
• Face care.
• Lip care.
• Men’s care.
• Nivea cream.
• Nivea soft.
• Sun care.

Nivea provide products which are created to and appeal to people of different ages and genders. Nivea have created sun care for parents to buy to protect their children from sunburn, they also have lip, face and body care which they have attempted to direct towards both men and women. They also have a section for men’s care which provides things such as shaving cream, facial wash and men’s shower gel.

The Nivea company’s target market are adults of both genders but by increasing the variety of their products they have increased the amount of situations where people of the general public would want to have one of their products. They have items used for bath, body, lip, face, hygiene and protection from the sun which contain areas that both men and women may have concerns or issues. Although Nivea do not have a particular target audience they do have branches of their company which do target people of specific genders and ages; such as ‘NIVEA VISAGE’ which carries the strength and support of the ‘NIVEA’ brand and image to the target market of girls aged 13-19.

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BIC is a company which is based in Clichy, France. It was created by Baron Marcel Bich in 1945 and has become infamous and well known for its creation of disposable consumer products such as ballpoint pens, shaving materials, magnets and lighters.

BIC sell a variety of disposable items including:

•pens.

•pencils.

•highlighters.

•lighters.

•lighter cases.

•shavers.

A majority of these items are directed towards men but BIC have incorporated items such as women’s shavers as an attempt to appeal to females and increase their target audience.

BIC have recently attempted to appeal to the females of the general public by incorporating a new selection of ‘pens for her’; unfortunately, this attempt at increasing their target audience failed with a huge backlash from their targeted group.

The target audience for BIC is and has always been the average/low income families which require reliable products at a price which they are able to afford. The majority of BIC’s products are in the lower range of retail pricing. It could also be assumed that another part of BIC’s target audience are males as a large majority of their products are directed towards males.

Market segmentation

Market segmentation is a marketing term which refers to the dividing of a large group of people depending on particular characteristics or information about them such us needs, wants, gender, age, interests, and hobbies. This grouping of people with similar interests is done by businesses to determine what new product or method they will release to certain target markets in the public. The businesses will also need to ensure that these people react positively to this particular market action.

Nivea market segmentation

Nivea began to research the attitudes that the general public has towards sun lotion and segmented them into 5 groups which share similar opinions on sun care. This research was conducted using a nationally...
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