Nivea Case study

Topics: Sunscreen, Ultraviolet, Sun tanning Pages: 4 (2282 words) Published: October 29, 2014
8/3/06

1:58 pm

Page 1

Segmentation
01_Introduction
Beiersdorf is the international skin care company behind the leading

NIVEA Sun

21651_NIVEA

brands NIVEA, ELASTOPLAST, ATRIXO and EUCERIN. Over the past 10 years the company has grown rapidly in the UK by developing a balanced and well managed portfolio of brands. A brand portfolio should consist of a range of products which support each other, irrespective of which categories they operate in.

The NIVEA range includes product types ranging from female face and body products to men’s shaving gels, through to deodorants and sun care products.

NIVEA

General
AllPurpose
Purpose
Soft,
Lotion,
Creams
and
Creme
Lotions

Body
Care
Body

Bath
Care,
Shower,
Soap,and
Talc,
Soap
Talc

Men’s
For Men
Face
Care

Hand
Care
Hand

Deodorant
Deodorant

Lip Care
Lip
Care

Female
Visage
Face
Care

Sun Care
Sun
Care

NIVEA identifies market

Sun care is a serious issue for all and the protection

segments that meet individual

message is key to the NIVEA Sun brand

consumer needs. Segmentation

proposition. NIVEA Sun appeals to, and is used by

occurs when a market is split into

men, women and children with quality products to

sub-markets (segments) which can respond in similar

meet all needs. The brand also aims to bring fun to

ways to different marketing activities. Each segment:

the market through recognising situations when sun

• contains consumers with similar needs or tastes
• is best satisfied by products targeted to meet

care products are applied.

their specific needs.

The UK sun care market (worth £173.6m)
This can be at a macro level (e.g. total health and
beauty market) and at a micro level (i.e. within a
specific category).
NIVEA Sun is a major international sun care brand,

NIVEA Sun has 17.5%
value market share.

recognised worldwide as a leader in sun care
research and development. The UK market is...
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