Segmentation of Nivea Sun Lotion.

1. 7/20/2016 MARKETING
PLAN
NIVEA SUN LOTION
Zaid Hassan- Moazzam Ahmed- Nabeel- Sheraz
Rehman
STRATEGY MARKETING MANAGEMENT ASSIGNMENT
LECTURAR: SIR SALMAN NASIR ZUBERI

2. TOWS ANALYSIS
THREATS
There isthe stiff competitioninthe marketasthe demandof skincare productshasincreased.
Competitive companiesare alsoofferingthe skincare productforwomenandmenwithnew offersand
discounts.Eg. - Ponds,Olay.
OPPORTUNITIES
NIVEA FORMEN sellingmore male skincare productstowomenbecause womenoftenbuymale
groomingproductsfortheirpartnersor helpthemto choose the product.So,thisis the opportunityfor
NIVEA FORMEN to increase theirsalesaswell asthe marketshares.
SWOT Analysis
Strengths
1. Nivea globally isthebrand that has its presence in around 20 product categories in more
than 50 countries.
2. Nivea has huge brand recall and equity.
3. Very strong distribution network
4. The packs ‘Blue and White’ color as its brand element.
5. Excellent advertisingand brand visibility makes ita top-of-the-mind brand
Weaknesses 1. Intense competition in skincaresegment
Opportunities
1. Well reputed and established global brand,every chanceto grow in the emerging
economies as well
2. Nivea has an opportunity to increasemarket share
3. Entry in men’s segment by focused products
Threats
1. Popularity of other skin carebrands
2. Fierce marketing from competitors while Nivea still lieson lazier front.
Competition
Competitors
1.Vaseline
2.Ponds skin care
3.Johnson and Johnson Petroleum jelly

3. Nowa day menare verymuch consciousabouttheirskin,justlike women.So,there isagreat
opportunityforNIVEA tointroduce the new productinthe market,anddiversifythe business.
WEAKNESS
NIVEA well knownasalarge global skinandbody care brandinternationally.Buttheymainlyfocuson
beautycare productsforwomenbefore launchingNIVEA FORMEN brand whichbasicallyfocusesonthe
menskincare products.
NIVEA have notchangingtheiroldfashionedlookinglogo.So,itmaybe chancesthatcustomersdistract
withthe productof that brand.
STRENGTHS
NIVEA usedthe one logosince beginning,soforconsumeritbecame easytorecognize the logo.Ithelps
NIVEA tocreate trustand reliabilityof theirproduct.
The products offeredare simpleandeffectivein design,aswellaseconomical,incomparisontothatof
theircompetitors.Bythistheygainthe competitiveedge overtheircompetitorsandsustaininthe
marketas a costleader.
Withincreasingmarketingshare andsalesall overthe worldtheyhave strongfinancial base.Atthe
same pointintime theyhave strongpromotional strategy

4. ENVIRONMENTAL ANALYSIS
In Pakistanmengroomingmarketisahigh growthindustry.Menskincare marketis considerednotonly
attractive marketbutalso a high competitivemarketinPakistan. Asit’saprovenfactthat humanneed
sunblockto protect theirskinformsunburn andskincancer. ThisissomethingthatgivesNIVEA a
positive andworkable potential andstrength.
Link:
www.socialbakers.com/statisitics/faacebook/pages/detail/114738881879708-
nivea?country=pakistan
SOCIAL FACTORS
Out of 180 million60%of Pakistani populationcomprisesyouth,accordingto20098 statistics36 million
are inthe age groupof 20-24 and58 billionare below the age of 15. Out of 15 millionyouthinthe age
groupof 18-29 yearswhichgive anopportunitytoNIVEA thatage requiredforthe productisavailable at
a mass level asa populationof acountryis mostlybasedona youth.
LEGAL FACTOR
Niveaisenvironmentalfriendlycompanywhichalwayscaresaboutthe environmentandpeople.Based
on the legal factorsNIVEA producedthose productsthatare highly functional accordingtotheir

5. features.AsNIVEA hasthe internationalcertificationforconsumergoodsthe workingenvironmentis
alsodesignedinsucha mannerthatit providesbestsafetyandsecuritytoitsemployees. Companyalso
lookafterfor itswastage of differentchemicals.
ECONOMIC FACTOR
Pakistanisan underdevelopmentcountry,the growthrate of Pakistan’seconomyexpanded4.24%in
2015 fromthe previousyear.Asthere isahuge potential inthe marketbecause the saturationpointis
so far away.The economicfactor of Pakistanisthe bestplace to workingbecause the growingeconomy
providesgreateropportunitiesforbusinessestomake profits,sobusinessesare welcomeforrisingliving
standards.
POLITICAL FACTORS
Companyappearsinthe good booksbeingasa tax payer.There wouldnopolitical issuesthatmight
affectNIVEA asthere isno political affiliationwithbrand.

6. MARKETING SEGMENTATION:
In orderto create awarenessandcapturinga marketfor meninSkincare productline,marketing
segmentationwill be the keyelementforNIVEA SunLotion.Aswe know NIVEA isarenownedbrand
that has a huge marketshare in the global marketforthe Female gentry.Precisely, inthiscase,we will
designamarketingplan to splitSunLotionproductintofourdifferentsegmentsinPakistan.
1- Geographic Segment:
Initially,Karachi,Lahore,&Islamabadwillbe ourtargetedcitiestoperformmarketingactivates.We
understandthatPeople belongstothese placesare verymuchfamiliarwiththe skincare product,
therefore;we have achance to achieve ourgoalsand objectives.
2- Demographic Segment:
It isa matterof factthat skinsensitivitybasedonage,gender,andlocation.We needtomarketour
productwhichis suitable forall the skins.Furthermore,aproductmustbe easilyavailableforthe
consumers.
3- Psychographics:
Celebrityendorsementmatters,thatcanonlybe done on the above the line campaign.TV commercial
that scriptedonthe testimonial of celebritymightbe designedinthissegment.
4- Behavioral Segment:
Occasionallypromotionsandthe usesof productionaccordingtothe routine andalsothe resultasper
usage of the product.For instance,if aconsumerusesSunLotiontwice a day andeverydayso the result
will be in4 weeks.
TARGET MARKET:
The target marketisdependinguponRRRwhichisthe RIGHT productto the RIGHT place to the RIGHT
people.Itisimportanttounderstandthe targetmarketof a product.Beinga marketermyfirst
responsibilityistotargetthose people whoare alreadyusingskincare productbuttheywant a newand
improvedproductwhichcanbe usedin all the weatherconditionandprotecttheirskinfromsunlight.
• Social Media Platforms and Search Engine:
Facebook,Twitter,are notonlythe leadingsocial networkingtool inglobal,theyalsousingbyMillions
of userinPakistan.Onthe otherhand, majorityof PakistanusingGoogle tosearchanything.Google
AdWords,Blogs,Social mediapageshelptoengage more consumers.
• Individual Marketing:

7. Target Sportsmanlikeacricketer,footballwouldbe the partof the marketingplan.
POSITIONING:
In orderto make strongpositioningpointof parityPOPandpointof Differentiationmustbe important
for the marketingplan.Flowingare the pointsforpositioning:
1- Sponsorshipwithatoprankingsportsteam.
2- Productpackagingand Design
3- Differentformulasfordifferenttypesof skins
4- ProductsamplinginMagazine (ExperientialMarketing)
5- Affordable
6- Fulfill of whattagline says.
STRATEGIC PRODUCT PLANNING 2016-2020

8. THE FURUTE & THE SCOPE OF A PRODUCT
There is a great future forthisproductas it isprovedby the fact that sunblockis necessaryformenas
well aswomenof anyage or race. AsPakistanliesinthe regionwhere the climaticconditionsare always
highintemperature andalmostmostof the daysof the yearare sunnyinnature whichcouldcause sun
burn as well asskincancerwiththe directinteractionwiththe sunrays.