Nivea Marketing Research

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This assignment highlight on positioning strategy for Nivea For Men within the wide. NIVEA is one of the families of brands owned by Beiersdorf, the international skincare company and it began in 1911(Nivea for Men - Brief, 2011). In 1980 Nivea launched NIVEA FOR MEN globally, and it was very famous among the male as it was the first product that are alcohol-free.

Market segment

Market segmentation is the key strategic concept in marketing today (Michael N. Tuma, 2011). It is shows as the attempt to distinguish 'homogeneous groups of customers who can be targeted in the same manner because they have similar needs and preferences'. (Wedel & Kamakura, 2002). Good market segmentations helps in understanding the
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Value Demanded by Target Segment

|Value sought by Generation Y segment on Nivea For Men’s products |
|affordable as male usually not spend that much |
|easily achievable |
|simple packing that match men’s image |
|easy to use |
|variety of product that can overcome different needs and skin problem |
|greater in volume thus they no need to buy often |
|product that are non-greasy, and quickly absorbed |

Perceptual Map

Perceptual or positioning maps are used to help them develop a market positioning strategy for a firm’s product or service. Perceptual maps show where existing products and services are positioned in the market so that marketer can decide where they would
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