Nivea

Companies & Businesses without a vision are like a human looking into despair. Centering their focus on achieving their goals is priority for most companies. Evaluating the business from different standpoints can be crucial. Businesses are evualted on external and internal basis to indenfiy any outlying factors. More so internal factors are those that are dealt within the company. Being able to identify strengths and weakness within the company help leaders plan for unforeseen circumstances. Majority of internal factors particularly weakness if not taken into analysis disrupts the business not only internally but externally. Being able to distinguish the strength and weakness in the company can prepare the business for new venture and new

* Male grooming product seemed to be a bright spot in the industry with the advent of male-specific personal care products that outpaced the growth in women’s beauty market

The target audience is both males and females in their late teens to mid twenties. This company gets the male side of the equation by getting their attention and interest drawn to an attractive woman scantly clad

the internal analysis of the firm and the external analysis of the industry and competitive environment

Analyze the external and internal environment for opportunities, threats, strengths, and weaknesses that impact the firm’s competitiveness.

In recent years, we have seen a growing desire among consumers to get back to more natural ways of doing things. It all started with the nutritional supplement boom of the 1990s and the healthy living craze that began at the turn of the 21st century. It continues today in the emerging trend of natural skincare.

The main target market for the company is people of 15 and over years of the age, who represent healthy and luxurious lifestyle, and appreciate high quality product. Such people are mostly representatives of business who loves take care of their health and body: regular work out in gym, yoga, SPA, aroma therapies etc. Those people demonstrate elegant style in everything, starting from a coffee what they drink and finishing a shampoo or hand lotion what they use. Bright example of such group of customers can be those who prefer Starbucks coffee to Tim Horton’s one.

For baby boomer generation which is experiencing life changes brought by aging, they have shown increasing interests in cosmetics and toiletries, not only to enhance their appearance but also for other reasons. A simple example is that they use foundation with treatment ingredients to protect their skin against harmful UV rays, and to help a variety of skin problems.

Company conducted a survey in order to determine the segmentation of people who would like to prefer fragrance and moisturizing cream in the skin care products they use.

Young girls are more concerned about acnes and blackheads while mature women are looking for anti-aging and anti-wrinkle products. Genders do affect the choice of skin care products. In the past, skin care products only belong to the girls’ world. Nevertheless, in recent years, men are increasingly becoming more and more concerned about skin care. With a view to this latest trend, various brands have started developing men’s line. Income level directly affects the purchasing power of customers. Skin care products take up a wide range of price levels from far less than a hundred dollars to more than a thousand. Young girls who do not have any income cannot afford the expensive skin care products while mature women with higher purchasing power focus more on quality and effectiveness. Occupations also determine the need for skin care products. Models and artists generally have a higher consciousness on skin care than people with less exposure to the public.

The UK men’s skincare industry was a £57 million a year industry in 2008 and is highly competitive. It is still a miniature market when compared to the women’s skincare revenue which was 10 times higher in the same time. (http://www.mintel.com/press-centre/press-releases/237/mens-skincare-market-just-doesnt-scrub-up).

Above is the reason why Neutrogena’s positioning is to built on a “kind to the skin,” residue-free soap formulated for pH balance (distinct from soap that can be commonly found in the market by looking like a drug co). It advertises in medical journals, sends direct mail to doctors, attends medical conferences, and performs research at its own Skincare Institute. To reinforce its positioning, Neutrogena originally focused its distribution on drugstores and avoided price promotions.(the way it implemented its strategies)

Cosmetics fall into their own marketing arena. It is the only other product, besides food, that consumers are in constant need of because cosmetics are used in our everyday lives. Cosmetics, in order to have any type of customer base, are made with great quality in mind. With all these different brands offering the same types and qualities of products, Dove had to branch out into another important segment of this cosmetics market. Cosmetics are being used just as much by men as they are used by women, and it is important that a cosmetics product line can compete in the market of men’s products as well. Dove’s main competitors, Nivea, L’Oreal, and Garnier, have not crossed into making men’s products. The lack of men’s products gives Dove a competitive advantage in their arena. Dove has dominated in this category through their marketing and different direction.

The main target group is female customers – 65 % of all customers. Women, according

Again the company was able to send a positive message to customers it cares and matters when it comes to men grooming.