Nivea Cream: Comprehensive Analysis of Market, Segmentation, Mix

This report provides a comprehensive analysis of Nivea Cream, a personal skincare product by Nivea, focusing on its market trends, key competitors, and opportunities. It delves into major concerns identified through surveys, including skin issues, product usage, and changing skincare habits. The report further examines the segmentation, targeting, and positioning strategies for Nivea Cream, emphasizing demographic segmentation targeting middle-class women with a focus on UV protection and anti-aging benefits. The cream is positioned for "Gentle Care" and "Wellness." Finally, it outlines the marketing mix, including product, price, place, and promotion, and concludes that Nivea Cream is poised for success in the growing skincare sector, especially with its natural ingredients, if the recommended marketing mix is effectively applied. Desklib offers a range of similar solved assignments and study resources for students.

Principles of
Marketing


Following report hasv taken Nivea company in consideration
which offrers personal skincare products.
 The Nivea cream which is made from natural ingredients, is
mainly considered in reportIt gives the skin of an individual a
beautiful hydrated glow.
 The company wants to expand its business worldwide to satisfy
the users s with their services.
Introduction

1. Market analysis of Nivea Cream
 Market Trend in skincare products

Cont..
 Key competitors and their positioning
 Opportunities
 Being a huge brand it is successful in satisfying its
customers

2. Some major key concerns based on different surveys
 Skin concerns experienced in the last 12 months, March 2016
 Usage by most popular facial cleansing, moisturising and treatment products,
March 2016
 Key concerns are high.
 Changes in skincare habits in the last 12 months, March 2016
 Purchase habits of facial skincare products, March 2016
 New product launches in the women’s facial skincare market by launch type,
January 2013-March 2016

Cont...
 Skin concerns experienced in the last 12 months, March 2016

Cont...
 Usage by most popular facial cleansing, moisturising and treatment
products, March 2016

Cont..
 Changes in skincare habits in the last 12 months, March 2016

Cont...
 Purchase habits of facial skincare products, March 2016

Cont...
 New product launches in the women’s facial skincare market by
launch type, January 2013-March 2016

3. Segmentation, targeting and
positioning of Nivea cream
 Segmentation will basically be done on basis of Personal and skin care
products by Nivea.Since the cream will be focussing on age, therefore,
the best segmentation strategy that could be used by Nivea is
Demographic segmentation.
 The target group that will come in focus of Nivea cream is middle
class women in the age group.
 So, Nivea cream will offer the aid of UV protection and anti-ageing in a
single cream.
 It will be positioned for “Gentle Care” and “Wellness” platform.

4. Marketing mix
 Product
 Price
 Place
 Promotion