Nivea STP and Branding
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Transcript of Nivea STP and Branding
Made By :Eshant
ABOUT NIVEA
1911NIVEA Creme
1980NIVEA FOR MEN
1993Male Skincare
Products
2011100th
anniversary of NIVEA Creme
World's most modern skin
research centres
14 Product Ranges
SEGMENTATION
Geographic
Demographic
Behavioural
Psychographic
NIVEA is mostly an urban skin care product i.e. mostly used in
urban cities
NIVEA has its product range for everyone. From children to adults
to old people.
NIVEA is among the top skin care brands in the world
Lifestyle i.e. looking & feeling good by using the product
Women MenAGE 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
SEGMENTATION & TARGETING
POSITIONINGHigh Quality
Low Quality
High Price Low Price
• Loreal
• Nivea
• Dove
• Chanel
• Olay• The Body Shop
• Rexona
• Clean & Clear
• Fair & Lovely
PRODUCT CONCEPT
AugmentedProduct
ExpectedProduct
CoreProduct
PACKAGING
BRANDING