Beiersdorf is the international skin care company behind the leading
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 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
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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