Der STP-Strategieprozess: Segmentation, Targeting und Positioning. In this post, we will understand the 3 steps of the STP Model(segmentation, targeting, and positioning) 3 Steps of Segmentation, Targeting, and Positioning (STP) Model . There are basic steps in the STP model which are very useful in analyzing the products or services being offered along with the way in which the value and benefits of the offering are conveyed to target groups. However, this target marketing strategy can be best employed in the Thai market out of … It reminds us how digital channels offer n… NIVEA as a leading brand in Beiersdorf company had successful use the segmentation strategy in the market.NIVEA is one of the largest skincare brand in the world (Mann R, 2014). Market Segmentation. We can use these tools to position and market our products better. You can follow me on Facebook. How about receiving a customized one? Generally market segmentation and positioning are used […] Segmentation, targeting and positioning are interrelated activities, which are important to achieving a successful marketing mix.Discuss these concepts in theory and give practical example of how they can be applied to one industry of your choice. Nivea said the Feel Closer line, devised by DraftFCB London, aims to emphasise the positive impact Nivea products have on female relationships by helping them to "feel good in their own skin". [2] Positioning is the final process, and is the more business-orientated stage, where the business must assess its competitive advantage and position itself in the consumer's minds to be the more attractive option in these categories. By using affiliates it makes sure to control the distribution cost and penetrate to the remotest areas of the market. These considerations will in turn fall under three main parts: the concentrated, undifferentiated, and the differentiated strategies (Kotler, 2003). Today more than millions of customers use the products of the brand with different skin type and climatic conditions. The global market has been segmented and one or more segments have been targeted, it is essential to plan a way to reach the target. Let's stay in touch :), Your email address will not be published. Market segmentation, targeting and positioning are very important tools for creating marketing strategies (Yang 2012). Sorry, but copying text is forbidden on this website. The Body care and face cleansing & nourishing products of the brand is the bread & butter since its inception and is, therefore, is Stars in the BCG matrix. In the chapter of fundamental marketing concepts, trends, and tasks it says: “A marketer can rarely satisfy everyone in a market. Nivea globally is the brand that has its presence in … On the other hand, the concentrated targeting strategy being employed by Nivea Beiersdorf in the UK is more on the maintenance and improvement of the market share in the country as well as coping up with the market growth factors that are involved (Kotler, 2003). Nivea Segmentation Targeting And Positioning. How about make it original at only $13.9/page? So, let’s explore both Nivea and Dove separately to understand how they came up with their positioning strategies. Under this type of marketing strategy, competition is currently recognized and small to medium-sized firms which offer the same marketing mix like Marks and Spencer have the capability to compete with the company given that Nivea Beiersdorf was already able to position itself above the cosmetics market as a premiere cosmetics company. Nivea Beiersdorf has its foothold in Europe and penetrating the British Market would not be that hard given that the cosmetics and lifestyle company has been there for about sixty years. With this in mind, the firm needs to determine which segment of the two different markets have the better need of market penetration strategies. For this reason, now NIVEA had different products for … I am a serial entrepreneur & I created Marketing91 because i wanted my readers to stay ahead in this hectic business world. How to Apply Segmentation Targeting Positioning “STP” to a Business. Nivea is marketing all of its products targeting women under the strapline 'Feel Closer' in a new brand positioning for the company. Customers of the brand are those who give extra care to their skin tone, cleaning, softening and tanning. Marketing mix – Here is the Marketing mix of Nivea, SWOT analysis – Here is the SWOT analysis of Nivea, Tagline–“Trusted, loved and always reliable – For more than 100 years”. Market segmentation can be described as an action used to divide a collectivity into homogeneous groups or fragments based on one or more criteria (Claudie et al 2008) According to Diamantopulos et al 2014, homogeneous attributes are customer’s … Dr. I love writing about the latest in marketing & advertising. Different aspects can be used for creating a positioning plan. POSITIONING High Quality • Nivea High Price Low Price Low Quality • Loreal • Dove • Chanel • Olay • The Body Shop • Rexona • Clean & Clear • Fair & … (1) Determine which kinds of customers exist. of service. North America, Australia, Asia, Europe, Africa, and America. Under this type, the company is producing several types of products that would specifically cater to the needs of the different market segments present in both countries. This visual from Dave Chaffey of Smart Insights in his book Digital Marketing: Strategy. Discover the … Retrieved from https://paperap.com/paper-on-essay-comparison-segmentation-targeting-positioning-strategies-nivea-beiersdorf-uk-thailand/, Is Your Deadline Too Short? The brand operates in four reportable business segments i.e. Over the past 10 years the company has grown rapidly in the UK by developing a balanced and well managed portfolio of brands. कैसे बना दुनिया का सबसे बड़ा FAST FOOD CHAIN "McDonald's"' | COMPLETE CASE STUDY | DR VIVEK BINDRA - Duration: 16:49. Nivea has been following product line extension, market development and product development strategy like introducing Nivea baby care products, licorice extract body lotion in India in 2017, Urban Skin detox, Deep Moisture Serum and sunscreen with the cooling effect. The targeting strategies being used here is a product based on the thorough analysis of the demographic factors that are present in the UK and Thailand. June 13, 2018 By Hitesh Bhasin Tagged With: Strategic Marketing Articles. von Martin Heubel, zuletzt aktualisiert am 12. This way, appreciation of the products of the company is simplified and savings on marketing can be used for other purposes. Firstly, we shall take a look and try to understand what do we mean by these terms. This academic paper is composed by Samuel. The first step in the process of product promotion is Segmentation. No problem! Nivea STP Nivea Segmentation Personal skin care products. Nivea has always made their products with the view to mass market it with different offerings for a different set of buyers and making it available in smaller to large SKU’s (stock keeping units). If you contact us after hours, we'll get back to you in 24 hours or less. The income group to which the offerings will be suitable will be the upper middle and middle-income social class. Majority of the customers of the brand are in the age group of 20-45 years and the brand has been focusing on Men & Women grooming products for those customers who are in the upper middle or upper-income group social class and are either are working professionals or are studying in colleges. Customer groups on the basis of gender (Men/ Women) and age (Baby/ Millennial) has been defined by the company to offer them products as per the life stage to which they belong to. Market segmentation is followed by marketing, targeting and product positioning. Customer groups on the basis of gender (Men/ Women) and age (Baby/ Millennial) has been defined by the company to offer them products as per the life stage to which they belong to. Thus market segmentation, market targeting and product positioning are related to each other. Therefore, it … Topic: Nivea Segmentation Targeting And Positioning, By clicking "Send Message", you agree to our, MARKETThe marketing plan is targeting Harare during the, Internal Branding1 Positioning The brand’s positioning is the, Patient positioning in Internet of things (IoT) healthcare application, https://paperap.com/paper-on-essay-comparison-segmentation-targeting-positioning-strategies-nivea-beiersdorf-uk-thailand/, terms Positioning. It distributes its product to all the six continents i.e. Market segmentation, targeting and positioning (STP) are the basic tools used by the marketers. By continuing we’ll assume you’re on board with our cookie policy. However, this target marketing strategy can be best employed in the Thai market out of the high level of nationalism of the locals towards their local products. Through marketing strategies like segmentation, targeting, and positioning, brands evaluate their stance in the market. The literature review is divided into two main parts. Watch Queue Queue. Let Professionals Help You, Leave your email and we will send you an example after 24 hours 23:59:59, Let us edit for you at only $13.9/page to make it 100% original. Introduction The concept of Positioning Nivea Product Price Place Promotion Chanel Product Price Place Promotion Conclusion Bibliography Nivea competes with its own parent company’s skincare & body care brands such as Labello, La Prairie, Eucerin, Florena, Hansaplast and 8*4 and peer brands in the market such as Loreal, Ponds, Jhonson & Jhonson and Lakme. Nivea makes dry skin smooth and irresistible to touch. In sum, this chapter explains the three stages of target marketing, including; market segmentation (ii) market targeting and (iii) market positioning. However the Baby care products have been the new business segment that the brand has entered into and Nivea in 2017 started strengthening Sun care portfolio, both the portfolio is still struggling to make its marks on the market, therefore, is the question mark in the BCG matrix. In order to understand the emerging and developed economies in a better way company have a team of 600 researchers working in research & development labs in Brazil, Japan, USA, China. Although, this type of strategy is more susceptible to competition, the right amount of company vigilance of the Thai demographics must be carefully monitored (Kotler, 2003). The income group to which the offerings will be suitable will be the upper middle and middle-income social class. Segmenting. A specific example of this is the range of products offered by Nivea aside from the usual white cream up to sun tan lotions, body sprays, etc. Types and Factors, What is Servant Leadership? On the Thai market on the other hand, there are a lot of the housewife segment with a middle-sized income who is obsessed with having white skin, hence, a different set of product offerings ought to be made for them (2006a). For demography segmentation, Nike has included different age group, gender and based on their targeted customer’s financial status. Apart from the operating procedures being done by the Nivea Beiersdorf joint, the need for an efficient analysis of the marketing plans employed the multinational firm is important for the success of its operations in the United Kingdom and Thailand. IKEA segmentation, targeting and positioning involves a set of consequent marketing decisions that constitute the core of company’s marketing strategy. Positioning: How the product is marketed to be perceived by consumers in a … Here you will also find the best quotations, synonyms and word definitions to make your research paper well-formatted and your essay highly evaluated. The originally formulated cream was a mixture of oil, water, glycerine, citric acid, and rose fragrance, this formula has changed little over the period of more than 100 years. To grab the larger market share in the grooming industry the brand has been creating the image of moisturizing, nurturing, no chemicals and appealing brand. Segmentation Targeting Positioning Strategies Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Implementationand practice shows how Segmentation, Targeting and Positioning apply to digital marketing strategy. Since the company has strong product portfolio catering to each customer segment like Men, Women, and Baby, it is helping the company in increasing its TRV (Total Relationship Value) of the customers during customer Lifecycle which ensures repeat purchases and crosses sell opportunities to the existing customer base of the brand. Targeting is the process of identifying the most attractive segments from the segmentation stage, usually the ones most profitable for the business. Get Your Custom Essay on Nivea Segmentation Targeting And Positioning Just from $13,9/Page, We will write a custom essay sample on Nivea Segmentation Targeting And Positioning specifically for you FOR ONLY $16.38 $13.9/page. At Paperap.com you will find a wide variety of top-notch essay and term paper samples on any possible topics absolutely for free. The blue color packaging of the band started in 1925 has become its visual stimulus for creating the association with the brand. The brand has positioned itself based on the moisturizing nature and products which are not harsh to the skin or hair. (2019, Dec 05). Body care, Suncare, Men product and face cleansing & nourishing business. A Three Step Process. 550 Secondly, we will delve deeper into each one of these. Segmentation, Targeting and Positioning. Required fields are marked *, Copyright © 2020 Marketing91 All Rights Reserved, Marketing Strategy of Hitachi - Hitachi Marketing Strategy, Marketing strategy of State Bank of India, Marketing Strategy of Crossword - Crossword Marketing Strategy, Marketing Strategy of Paypal - Paypal Marketing Strategy, Marketing strategy of Dell - Dell marketing strategy, Marketing strategy of Aquaguard - Aquaguard marketing strategy, Marketing Strategy of Apple Inc - Apple Marketing Strategy, Marketing strategy of BMW - BMW marketing strategy, Marketing Strategy of Dettol - Dettol Marketing strategy, Marketing strategy of Indigo Airlines - Indigo Marketing strategy, Marketing strategy of KFC - KFC Marketing strategy, Marketing Strategy of Alibaba - Alibaba Marketing Strategy, Marketing Strategy of Axa - Axa Marketing Strategy, Marketing Strategy of Baidu - Baidu Marketing Strategy. All marketing is built on STP – Segmentation, Targeting and Positioning (Kotler & Keller, p.310). Targeting. Nivea distributes the offerings of the brand with the help of 17000 odd employees of the parent company Beiersdorf and more than 170 affiliates across the globe. Each customer has different needs, wants and desires. The logic behind the name Nivea is that it is derived from the Latin word “nix, nivis” which means snow white. Nivea compete in the market on the basis of the array of the products that the brand has for the different customer groups which help it in being connected with the customer in whole customer lifecycle i.e. Starting from Nivea let’s go through their segmentation strategy. Market Segmentation refers to the process of creation of small groups (segments) … If you need this or any other sample, we can send it to you via email. 2. S - Segmentation T - Targeting P - Positioning. Three main and most valuable marketing strategies include Segmentation Targeting positioning also known as STP. Increase in penetration of social networking sites and people getting crazy over their personality acceptance in the society, there is the rise in the skincare and beauty care industry. A ‚Nivea™, Case study of Segmentation: Prof S A Kulkarni. Januar 2019 • Marketing Grundlagen. Also, the skin care products developed by the brand are tailored to the local needs and giving due consideration to the demographic and environmental factors. Segmentation: It refers to the research methodology through which brands segment their market into smaller groups with similar characteristics. Segmentation, targeting, positioning in the Marketing strategy of NIVEA-, Competitive advantage in the Marketing strategy of NIVEA –, BCG Matrix in the Marketing strategy of NIVEA-, Distribution strategy in the Marketing strategy of NIVEA–, Brand equity in the Marketing strategy of NIVEA–, Competitive analysis in the Marketing strategy of NIVEA –, Market analysis in the Marketing strategy of NIVEA-, Customer analysis in the Marketing strategy of NIVEA–, Being a Compassionate Leader – Qualities and Importance, What is Social Stratification? Watch Queue Queue The passion, dedication, and carefully chosen strategies and positioning made Nivea and Dove as successful as they are now. spaced), Paper type: Essay , He studies Biological Sciences at Ohio State University. This video is unavailable. Nivea needed to choose a positioning plan that would help to emphasize the strong attributes of the brand and its products. Experience bought in by the parent company: As the parent company of the Brand is already dealing in 7 brands in the skin care and body care industry so it is easy for the company to understand the market and come up with the products which are best suited to the changing needs of the customers and at the same time cannot be copied by the competitors. All the content of this work reflects his personal knowledge about Nivea Segmentation Targeting And Positioning and can be used only as a source for writing a similar paper. Sorry, but downloading is forbidden on this website. Your email address will not be published. SEGMENTATION & TARGETING Women Men AGE 18-25 26-32 33 & above 18-25 26-32 33 & above INCOME Low Medium High Low Medium High LIFESTYLE Medium High High Medium High High PRICE SENSITIVITY High Medium Low High Medium Low 5. Men products when the customer is unmarried, Women products when he gets married and baby products when they have a newborn baby. Subject: Market Segmentation. Don't Miss a Chance to Connect With Experts. ANS: T PTS: 1 DIF: 1 OBJ: 9-1 NAT: AACSB Analytic | CB&E Model Marketing Plan | R&D Knowledge of general business functions MSC: KN 2. The logic of Segmentation. Segmentation: To divide a market into distinct groups. Nevertheless, the company presence in Thailand, given its totally different demographics than that of the UK, as well as its highly competitive cosmetics market would pose as a challenge in the positioning strategy of Nivea Beiersdorf (2007). 1. Examples of Targeting in Marketing. The STP strategies to be utilized for both countries should be analyzed with utmost considerations. Not everyone likes the same cereal, hotel room, restaurant, automobile, collage or movie. Want to add some juice to your work? Using this specific strategy, Nivea has to position itself as a local brand yet of foreign origin. Along with the current concentrated strategies used by Nivea Beiesdorf in the UK and Thailand, under the undifferentiated strategy, the company positioning is not much taken seriously in the UK out of the already established reputation and is more concerned on the savings that the company could achieve. There are 4 main types … The first oil and water based revolutionized cream brand was founded by the parent company Beiersdorf in the year 1911. SEGMENTATION Identifying meaningfully differentgroups ofcustomers TARGETING Selectingwhich segment(s) to serve POSITIONING Implementing chosenimageand appealto chosen segment PRODUCT PRICE PLACE PROMOTION This specific strategy is currently being employed by the company to date with a local factory as well as local employees being employed. That is, Nivea will have to establish itself as a product that is not much different from the local ones. Accurate Positioning is key for creating a positive and attractive brand image in the minds of the customers. It's Free! The division of a broad market into small segments comprising of individuals who think on the same lines and show inclination towards similar products and brands is called Market Segmentation. According to many surveys, Segmentation, Targeting and positioning (STP) is one of the best considered marketing strategy model of modern days after SWOT. The range of products to be developed for them suits the characteristics of this particular domain. Marketing Segmentation Targeting, and Positioning Segmentation, targeting, and positioning together comprise a three stage process. Click to learn more https://goo.gl/CYf83b. Want to get a price estimate for your Essay? A market includes any person or entity that has the willingness and the purchasing power to buy a product. The target market positioning, segmentation is one of the most powerful tools in marketing. Don't use plagiarized sources. Introduction Beiersdorf is the international skin care company behind the leading brands NIVEA, ELASTOPLAST, ATRIXO and EUCERIN. Company positioning therefore can be dictated by the product offerings that will be utilized by the company. If you continue browsing the site, you agree to the use of cookies on this website. The concept of market segmentation has helped marketing decision making since the evolution of marketing. Nivea Positioning Nivea is positioned in the platform of "Gentle Care" and " Wellness" Nivea SWOT Analysis Nivea Strengths Below are the Strengths in the SWOT Analysis of Nivea: 1. Under this type of marketing strategy, the company, Nivea Beiersdorf needs to concentrate its resources within specific market segments of the UK and Thailand (2006c). At the same time, Nivea wanted to transfer to the customers what the company stands for. Our customer support team is available Monday-Friday 9am-5pm EST. Also, each customer has a different background, education level, and experiences. Sharen Tweeten Linken Xingen. STP is relevant to digital marketing too at a more tactical communications level. We use cookies to give you the best experience possible. words(double No brand or company can satisfy all customers, so it is up to the company to select the specific parts of the market, which they can best serve. It also helps them to come up with better marketing strategies and to understand the overall market. It had 125 years history, and as a leader brand in 46 countries ( NIVEA, 2016).In 21 century both women and men had pay attention to keep healthy and young. For example, the British market is composed of a high adult market segment with a high disposable income (2006b). See our earning section to learn more about SWOT and all other business strategies. Nivea can combine the different segmentation strategies for more specific targeting as explained in the next section. In 1980, with rising customer trust in the brand the company introduced new products in skin care, bath care, Men products business segments. Segmentation. 4 Targeting and Positioning of Nivea After dividing the large diversified customer market into smaller groups with homogeneous characteristics, Nivea should wisely choose the target segment/segments whose needs and expectations match the company’s resources and capabilities. Nivea Target Market Middle class all age groups for skin care. (2) Select which ones we are best off trying to serve and, finally. Chapter 9—Market Segmentation, Targeting, and Positioning TRUE/FALSE 1. In sum, the formula of segmentation, targeting, positioning, “STP” strategies, is the heart of strategic marketing (Kotler, 1994). The first part focuses on the previous work on market-oriented approach, as opposed to resource-base view perspective. Principles and Traits. This lesson is about marketing strategy formulation which consists of market segmentation, targeting and positioning. Both countries exhibit a different set of cultures, as well as a varying array of demographics which greatly affects the STP strategies being used by any company who wishes to successfully penetrate both markets (Kotler, 2003). 2. The goal of market segmentation is to partition the total market for a product or service into smaller groups of … Customer purchase the brand offerings as they feel that it soften their hard screen, have little ono side effects and make customers feel confident. Segmentation refers to dividing population into groups on the basis of their common traits and characteristics. For example, applying marketing personas can help develop more relevant digital communications as shown by these alternative tactical email customer segmentation approaches. Latest in marketing & advertising its products today more than millions of use! 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