P5: Explain How and Why Groups of Customers Are Targeted for Selected Products. Essay

Words: 1243
Pages: 5

Explain how and why groups of customers are targeted for selected products.


The Nivea Company manufactures products with fall into the skin and personal care section with items such as lotions, deodorants, creams, soaps and shaving material. This company was founded in 2007 and is based in Mumbai.

Nivea is currently owned by a German company named Beiersdorf which was founded in 1882 by pharmacist Carl Paul Beiersdorf. In 1900 the new owner developed a water-in-oil emulsion which was then used as a skin cream, this emulsion was the first stable one of its time and proved to be the basis for Nivea.

Nivea have a wide range of products in several different areas such as: • Bath care. • Body care. •
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BIC marget segmentation

BIC have their own approach towards segmentation of consumers and looking at their behaviour or wants when it comes to stationery products. BIC have conducted research and concluded that there are three distinct groups when it comes to the purchase of a writing instrument.


•Best Value for money: People which fall into this category are generally offices and households which frequently require writing instruments and have one in virtually every room. Since these pens are generally allowed to be used by anyone there will not be a great issue if one is misplaced. Households which purchase these instruments tend to seek pens which are lower in price but regularly make new purchases when it is required.

•Seeking specific benefits: This segment generally concerns customers which seek out a more personalised item which they would concider to be their own pen. This pen would generally be kept in a private place which belongs to the owner, this person also may be reluctant to borrow this item to anyone else. Research stated that the key features that are looked for by the consumers in a pen is a comfortable hold and the ability to produce smooth handwriting which reflects the individual.

•Impulse buy: These kind of purchases are unplanned and will generally be