Marketing segments in Nigeria must be specifically defined given cultural sensitivities around certain products. The document recommends targeting Christian women above the poverty line, representing an initial market of over 25 million people. It suggests cosmetics could appeal to this group by promoting femininity and a higher lifestyle, while also masking skin issues from conditions like HIV/AIDS that disproportionately impact women in Nigeria. Targeting female agricultural workers may be optimal as cosmetics could help with sun and work related skin issues.

1. Marketing segments in Nigeria have to be specifically defined. With so many portions of the
population on the generous side of saying won’t be “innovators” in your product category that has such
strong cultural feelings such as this.
The total population of Nigeria is 128,771,988 Africans representing over 250 ethnic groups. Nigeria is
the most populated country in Africa. In assuming our initial market we should aim towards the 50%
“non Muslims”.i Although 50% are practicing Muslims, they are not a far sided country. Nigeria has
been an ally of the United States on Terrorism. For good reason, over ½ of the exports coming out of
Nigeria head to the United States. I believe a potential exists like a “domino effect” in Nigeria with
cosmetic use.
Your initial target market should be Christian Women. The population is nearly 50/50 on gender.
Although keep in mind we are looking for our initial market, we should appeal to those above the
poverty line. As stated earlier, only 40% of Nigerians live above the poverty line. Thus leaving us with
an initial market segment of 25,754,398 Nigerian Christian/Other Women to appeal to. Over 25 million
people is a large enough demographic for anyone to consider entering this market.
As sad as this is to say, Nigeria is plagued with HIV outbreaks. The one of the initial symptoms of HIV
is skin rashes.ii Cosmetics could be used to mask these unsightly rashes. There are currently 3.6 million
Nigerians living with HIV/AIDS.iii By population standards mentioned previously, it is safe to assume
around 1.8 million of those cases are female.
The Nigerian economy is having an overhaul, although it still is reliant on oil. Agriculture is where the
majority of Nigerians find employment (70% of the workforce). Along with working in the
Agricultural segment comes long days in the sun, cuts and abrasions that can be masked with
cosmetics.
With so little of a Muslim woman’s face exposed it is hard to market a product like Cosmetics. We can
hope that social trends starting with our initial target market allow for looser standards and a more
moderate approach to Women’s fashion.
A Christian woman working in the Agricultural segment above the poverty line is our first customer.
Products can be offered to show a “higher lifestyle” appeal, as well as promoting femininity. It can
provide a “self-image” that only she can achieve. With an inherit ant human attribute of being
competitive. The potential exists for our domino effect of additional Women using cosmetic products.
i CIA WORLD FACT BOOK: http://www.cia.gov/cia/publications/factbook/geos/ni.html 2005
ii WebMD: HIV/AIDS http://www.webmd.com/hw/hiv_aids/hw151445.asp 2005
iii CIA WORLD FACT BOOK: http://www.cia.gov/cia/publications/factbook/geos/ni.html 2005