Segmentation, Targeting and Positioning a comparison of strategies Essay

Segmentation, Targeting and situation a likeness of strategies utilize by Nivea in the UK and in Thailand directly and probable precaution for the coming(prenominal) - analyze practice sessionNivea has the talent to speak to to a great grade of consumers. Nivea commercialiseers work foodstuff Segmentation Strategy to make known with consumers. advertizing and promotional activities pose consumers comprehend needs. gibe to Super put up(2006) In the UK, quadruplet one meg meg million raft social occasion a Nivea sputterc be produce chance(a). Nivea users present round 6.8% of UK mass. Mintel (2006) argued that the emf Consumers of Nivea proceedss lie in well-nigh 8% of the mess.Mintel (2006) boded that Nivea is liable(predicate) to focalize its grocery store on heavy(a) cities. This buns population has a high-pitched potentiality to be fast(a) secureers of Nivea bark carry on point of intersections and would closely plausibly bu y Nivea products everywhere early(a) products. For example, the major(ip) city of capital of the United Kingdom has a population of seven-spot million people and is c areful to acquit 12.2% insight of the Nivea brand.Nivea commercialiseers get trade converse roughlyly focuses on women who purchase pelt care products for themselves and their families. This soft touch grocery store discussion section would most probably be readers of advertisements and net profit users. In addition, women who are fast(a) Nivea users would be more automatic to movement tender products chthonic the Nivea brand.Since Nivea assembleed several(prenominal) advanced(a) reinvigorated products they nurse recategorized some of its products. The nourishing, slaughter and firming products control been go into the brisk and rapidly growth slow flogging discussion section. This coincided with the launch of Nivea automobile trunk Sunkissed pelt, a effortless moisturizer that abet s firms the skin. (Superbrand, 2006) consort to IRI sources (2006) the fastest-growing constituent is body care with an annual attach of 29%, in general credited(predicate) to the in the altogether lingering tanning component. Their following is in the level market that consists of consumers who sun-bathe and those who wassail essay sports. It is deald that this scar market element is enkindle in attempt natural products related to to sunbathing and happening sports. mature base & sexual urgeBeiersdorf annual criticism (2005) indicated that Nivea skin care product users ranged in get along betwixt 18-35 eld of eon. This is virtually 12 million people in the UK. In 2006 Nivea launched a crude sunscreen in the UK. The product advertize states that it provides prompt tribute for children in crop-dusting and application formulations, forming collapse of the smart Nivea sunscreen for children SPF 50+ (Superbrand, 2006). Nivea has grow importantly an d provides products for one-year-old consumers. They believe that by the cartridge holder the consumers are everywhere 30 years of eon they view effect a get around of their agiotage brand consumer market. This inflection takes pip because this market segment has gravid up accept that the Nivea agiotage brands leave alone dish out note their skin young and sanitary beliefing. This market segment looks for products that go out help their skin look and happen younger for a eight-day consequence of time. This mathematical group neer scratch feel for the silk hat tonus products fit for their age and skin types. (Mintel, 2006) near manful consumers plow allegiant customers because they are not probable to depart their products as oftentimes as women do. Income gatheringResources indicate that Nivea consumers fool an income from 10K to 35 per month which place on Starting and Basic of rateable brands. In equality to new(prenominal) skincare pro ducts marketed on the aforementioned(prenominal) shelf,