Consumer Segmentation and Consumer Behavior

CONSUMER SEGMENTATION and CONSUMER BEHAVIOR,,,,

• The definition of Consumer Behavior is defined as the study of the buying units and the exchange processes involved in acquiring, consuming, and disposing of goods, services, experiences, and ideas.

• While the Consumer Segmentation is the process of classifying people into groups that have some set of similar
  characteristics, resulting in the ability to be studied and targeted.

ABOUT NIVEA

• NIVEA - counts as the mother of all modern creams since 1911. Today the cream has developed into a big brand family. And its development is very dynamic. For years NIVEA has been the world's biggest personal care brand.
  

The picture of Nivea Creme:








The Segmentation Of Nivea Creme

The demographic Segmentation:

• Age: 15 – 40 years old
• Gender: especially for female
• Type: all of type skin
• Education: min junior high school

The Product Value:

• The main target marketing: teenagers and youth

• The packaging: simple packaging

• The placement: easy to get

• The distribution: clear and easy

• The advertisement: attractive advertisement

THE CONSUMER BEHAVIOR

The customer think that:

• Nivea crème is the most popular skin care in Indonesia

• The price of Nivea Crème is more cheaper than other product

• The quality of Nivea Crème make the customer choose this product

• Nivea Crème is easy to get in everywhere

The spesific product

• The spesific product of company is Nivea creme

• The purpose is discuss why nivea can survive in the market???

• the picture of nivea creme
• The research questions of this discusion are:

• • When first the Nivea Crème introduced?
  • The ingredients of Nivea Crème
  • The competitor of Nivea Crème
  • The inovations of Nivea Crème
  
  
  
  • The first Nivea crème was introduced in 1911,,,
  • The first Nivea Crème stable water-in-oil emulsifier. The emulsifying agent Eucerit is made from lanolin,found in sheep’s wool, and is the key to Nivea Crème’s unique properties.
  • The competitor of Nivea Creme is Ponds, Olay, Citra and Clear 'n Clear
  • Nivea make an innovation in some aspects example:
    
    • packaging
    • the variant
    • service to costumer
• The Expected finding from the research is:
  
• in my opinion to survive in the market Nivea have a special ways to win the market for the example in their innovation. Nivea have some packaging to their product in order to make the customer more easier to use Nivea Creme, the second about their product in Nivea Creme is made from lanolin, this component found in sheep's wool, and this is become an unique properties. So far i never found this properties in other product like ponds or olay,,,, I think it is the reason why Nivea Creme still survive in market,,,, The last about their service; from the information that i take in internet, the new skin research center opens in Hamburg, underscoring the innovative streght of the globally succesful Beiersdorf group in 2004
  
  

About Nivea

Nivea ,,,,,,,,,

This is a large global skin- and body-care brand
Nivea owned by the German company Beiersdorf.

The company was established in 1991 when Beiersdorf was developed a water-in-oil emulsifier as a skin cream with Eucreit

The first stable emulsion of its kind. The company's owner, Oskar Troplowits, named it Nivea, from the latin word niveus/nivea/niveum (meaning snow-white).

During the 1930s, Beiersdorf was started producing products such as suntan lotions, shaving creams, shampoo and facial toners. The trademark "Nivea" was expropriated in many countries following WWII. Beiersdorf was completed buying back the confiscated trademark rights in 1997.

Internationalitation during the 1980s propelled the Nivea brand to a wider global market.

Nivea one of the most famous skin care brand, that absolutely in Indonesia.....
that is a good product for your skin,,,,,,