Marketing Business Report Nivea Whitening Cream (Hd Assignment)

4609 Words Aug 26th, 2012 19 Pages
Marketing Business Report
Nivea

Clarissa Nathania

Table of contents
Executive Summary……………………………………………………………….………………4
1.Industry……………………………………………………………………………………….....5
2.Company………………………………………………………………………….……….…….5
3. The Macroenvironment ………………………………………………….……………………..6
3.1 Demographic Environment…………………………………………………………....6
3.2 Economic Environment……………………………………………………………….6
3.3 Natural Environment…………………………………………………….…………….7
3.4 Cultural Environment………………………………………………………………….7
4. Microenvironment……………………………………………………...……………………….8
4.1 Customer………………………………………………………………………………8
4.2 Competitors……………………………………………………………………………8
5. Target Market…………………………………………………………………………………...9
5.1 Demographic…………………………………………………………………………..9
5.2
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Very specific marketing tactics mean that wherever it is sold Nivea is perceived as a ‘local’ brand. It’s a strategy that has paid off. In 2004 Nivea accounted for €2.7 billion of Biersdorf’s €3.8 billion sales.” (Thomas, 2005)
Nivea products are operated in 150 different countries and is active in research and development. During last decade, Nivea was also active in research and development for whitening skin products that is targeted to the Asian consumers.
For the purpose of this report, the product which is going to be focused on is Nivea whitening skin products which is targeted to Indonesian market.

3. Macroenvironment
Macroenvironment is "The larger societal forces that affect the whole microenvironment - demographic, economic, natural, technological, political and cultural forces." (Kotler, Brown, Burton, Deans & Armstrong, 2010). 4.1 Demographic environment
Demographic is the “study of human populations in terms of size, density, location, age, sex, race, occupations and other statistics” (Kotler et al 2010, p105).
Asia has the strongest market for skin whitening products including Indonesia. Indonesia is a highly potential target market as it is the fifth most populous country in the world with 238 million people and the capital city Jakarta is South East Asia’s most populous city with over 20 million people live in greater metropolitan area of Jakarta. Indonesia has at least 300 different ethnic group

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