market segmentation business case studies

This has been a key success factor for NIVEA Sun. The UK market is worth £173.6m with an overall category purchase penetration of 33% (usage penetration is higher). Case Studies. more money is spent on NIVEA Sun protection products than any other sun care brand in the UK). educating that protection can lead to safer tanning. B2B segmentation research can help segment your market and so enable an effective marketing strategy, leading to competitive advantage in the marketplace. An efficient marketing mix targets certain segments and then devises a specific package for each segment. Coca-Cola is the largest soft drink company globally and is one of the most valuable and recognisable brands in the world. As a brand it has achieved this through continually segmenting its consumers in order to: The key proposition of the NIVEA Sun brand is protection. NIVEA Sun provides products that enable people to be as safe as possible. NIVEA Sun's vision is "To be the Number 1 brand in the UK sun care market in penetration, sales and likeability.". Created: Apr 17, 2019. to psychographic factors like attitude, interest, values, etc. Inbound tourism is an important export industry for Australia that generates more thana quarter of a million jobs. Part of In contrast to protection and after sun, the self-tan category is concerned mostly with cosmetic appeal. Case Studies: Segmentation. This Reading introduces two of the integral parts of any marketing strategy: segmentation and targeting. Multiple branding is a common marketing technique used by the most hotel chains having several sub-brands. Australia is perceived as a safe destination for first time travellers but still has the adventure based element which is one of the primary motivators for this target market. fun-loving - places to party, with festivals and events. The targets become performance indicators against which success can be assessed eg targets of 3 million visitors a year, each staying on average for at least 10 days, spending on average 1,000 dollars, and with more than half being under 30 years of age. Alexander Tolpygo. The international tourist industry however, is highly competitive and Europeans wishing to travel have many short, medium and long-haul destinations from which to choose. Our Market Segmentation Analytics help you classify your market into various smaller markets comprising of consumers with a similar taste, demand and preference.This helps our clients target each market segment with specific market strategies and gain maximum optimization. The working holiday scheme aims to provide opportunities for young people (18-30) to holiday in Australia for up to a year while supplementing their funds through work. This is also the result of cheap flights and the strength of the £ sterling against the Australian dollar; more than 50% of all European arrivals are from the UK. Case Studies Media Articles Careers Contact June 21, 2017. As a result, there has been a significant growth of Europeans arriving in Australia increasing its market share of international tourism: at the same time, total visitor expenditure by overseas visitors within Australia has increased and this has increased export earnings from tourism as well as the number of people working within the tourism industry. Marketing of such all sub-brands can be challenging to management and confusing for guests. Some good examples of innovative launches include: For 2006, NIVEA Sun has developed 'Long Lasting Water Resistance' for children, a product which has increased the water resistance of sun protection from 80 minutes to 120 minutes. Thus, product, marketing and engineering teams can center the strategy from go-to-market to product development and communication around each sub-group. Customer segmentation is a marketing method that divides the customers in sub-groups, that share similar characteristics. The sun care market consists of different consumers with differing needs. It’s a familiar formula, and it works. Applications come from those between 18 and 30 without dependent children, and show that the main reason for coming to Australia is for a cultural and social holiday that promotes mutual understanding between Australia and other nations and they intend to supplement their funds with temporary work. You can download resources for this case study below, © Copyright © 1995-2020 Business Case Studies, Business expansion through training and development, Managing change through training and development, Bringing an innovative product to market: assure®, Who dares wins success through intelligent risk, BECOSAN® at Amazon Prime – Polished concrete for logistics. Customer Segmentation and Business Model Evolution at Unbounce Case Solution,Customer Segmentation and Business Model Evolution at Unbounce Case Analysis, Customer Segmentation and Business Model Evolution at Unbounce Case Study Solution, In 2011, the co-founder of Unbounce, a software service provider startup located in Vancouver, is contemplating the approaches to diversify the business Positioning involves using the marketing mix in a way that takes into account the thoughts and perceptions of consumers when placing the product in a particular segment of the market. This case study focuses upon the strategies used by the Australian Tourist Commission to win over segments of tourism and travel business. First up is Coca-Cola. NIVEA Sun also encourages the use of other forms of protection (e.g. Every billion dollars in tourism export earnings creates 11,367 jobs and export earnings is expected to grow to 30.8 billion in 2008-9. For example, the ATC works closely with tour operators (eg STA, USIT, Trailfinders), with airlines (eg Qantas and Singapore Airlines) and with other organisations that are seeking to tap into the Australian market based in the UK. This research can be too expensive for small businesses to invest in, but there are alternative ways for a small business to practice market segmentation. 7 B2B Video Marketing Strategies You Must Know, Compare Online Hosting Launches Offering Comparison of the Best Web Hosting Services, increase the number of visitors to Australia from overseas. They smashed the 15% savings they promised us, which included delivering a significant amount of refunds” Terry Reed, General Electric EMEA Telecoms Procurement Director Much of this communication is now done through web based activity via their corporate website www.atc.australia.com. Market segmentation splits up a market into different types (segments) to enable a business to better target its products to the relevant customers. reinforcing the immediate protection message. ATC has maximised the efficiency of its marketing efforts by breaking up the travel market into specific market segments, including: For the purpose of this study, we will focus on the young independent travellers (YIT’s). The UK positioning statement for Australia seeks to give the Australian experience a unique position in a clearly defined market. When trying to convert consumers’ expressed interest in visiting Australia into actual visitation, the starting point is to understand the behaviour of targeted consumers. Australia has many attractions and is one of the world’s best backpacking holiday destinations. Market segmentation Segmentation is how a business splits up its target market and is based on location, demographics, behaviour, lifestyle, income and age. ATC’s experience in recent years exemplifies the potential rewards that stem from a disciplined and focused approach to marketing. This helps provide appropriate products to meet their needs. within a specific category). Identify your potential customers. Market segmentation research includes more “art” (although no less "science") than other types of market research. Case studies. GCSE Business Studies Market Segmentation Presentation and Worksheet OCR Syallabus. This is reflected in above-the-line (advertising) communications, generally targeted towards a female audience. Market Segmentation. Someone with fair skin may be well protected with a SPF 20 product when in England, but if they were in Barbados they would need SPF 40. 10 case studies that show the power of email segmentation By David Moth March 19th 2014 12:43 In spite of all the advances and innovations in digital marketing, good old email remains as one of the most effective channels for driving traffic and conversions. Alexander Tolpygo. In recent years, Australia has become an increasingly desirable holiday destination for UK travellers due to its diversity as a travel destination, beaches, outback, rainforests, city lifestyle and adventure. The marketer’s job is to understand consumers’ attitudes towards products and to translate their positive support or interest into some form of action. In addition NIVEA Sun creates innovative marketing communication. Market segmentation is the process of splitting a business’ target market into different groups. The richness of the Australian experience creates many opportunities for targeting younger travellers. However, NIVEA Sun recognises it can play an important part in educating children from a young age to be safer when in the sun. June 21, 2017. Business Challenge. Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. Majo Our specialist b2b approach combines active listening at every touchpoint with sophisticated analytical and segmentation techniques to bring the voice of the customer into the heart of your business. There are three main phases involved in serving a distinct market: Phase 1:  SEGMENTATIONPhase 2:  TARGETINGPhase 3:  POSITIONING. So now that we know what behavioural segmentation is, how it came about and why we use it in the business world, let’s take a look at these 3 case studies: Coca-Cola, Airbnb, and Netflix. It is generally recognised that marketers cannot develop strategies that appeal to all buyers in all markets: a broad sweep to catch all does not work. These bases range from age, gender, etc. 5 1 customer reviews. Marketing Segmentation 3 Harvard Case Study Solution and Analysis of Harvard Business Case Studies Solutions – Assignment HelpIn most courses studied at Harvard Business schools, students are provided with a case study. Segmentation occurs when a market is split into sub-markets (segments) which can respond in similar ways to different marketing activities. NIVEA identifies market segments that meet individual consumer needs. Penetration relates to the percentage of potential customers that purchase a product. Access thousands of our segmentation online marketing resources here. My Dashboard; MMGT 125 - 2917; Pages; Case Study 2.1: Lego’s Market Segmentation Strategy If people like a brand/product they will continue to buy it. The aim of the communication process was to encourage young people not just to think about, but to make a decision to go to Australia. Segmenting is dividing a group into subgroups according to some set ‘basis’. It aims to develop communications and activities that are consistent with the perception that: ‘a holiday in Australia offers the LIBERATION of an OPEN OUTDOOR LIFESTYLE and OPTIMISTIC attitude to life. Know your product and its attributes. It can establish a direction for itself by: Setting objectives also establishes targets by which to measure progress. We help clients to deliver a superior customer experience and drive greater profitability and long-term loyalty. Brand Holiday Australia promotes three virtuous images, conveying the idea that Australia and Australians are: These positive images are then linked to tangible product benefits (eg safe adventure, the awe inspiring feeling of vast landscapes) as well as to a range of brand attributes, the ease of experiencing the landscapes and the open outdoor lifestyle. Sales relate either to value (the money spent on the product) or volume (the quantities sold). It is a LAND of NATURAL WONDERS and UNSPOILT WIDE-OPEN SPACES’. The level of protection required for each segment will vary according to generalised skin types (as seen below): Skin type applies to children, as well as adults. We offer segmentation techniques based on customer Demographics , Psycho-graphic as well as Behavioristic Segmentation. As you will see, there are a variety of products in each, which can also be segmented as shown. I love case studies because they are (or should be) short, simple, and most importantly - benefit oriented. working with a range of partners to convert strong interest levels in visiting Australia into actual travel decisions. The ATC’s marketing strategy involves both trade marketing to organisations as well as consumer marketing directly to travellers. • There is both a science and an “art” to designing and evaluating a successful segmentation. Business Management Studies Case study 1 Case Study on Segmentation, Targeting & Positioning European travellers also look for novel experiences in unfamiliar environments and amid different cultures. Alexander Tolpygo. case study on market segmentation 1. bahir dar university ethiopian instiute of textile and fashion technology (eitex) department of garment engineering assignment 1 apperal marketing and merchandising: case study on market demographic: company under armour prepared by section a peer group 8 name id 1. Beiersdorf is the international skin care company behind the leading brands NIVEA, ELASTOPLAST, ATRIXO and EUCERIN. Large companies often segment their markets by conducting extensive market research. You are here: Home / Education / Applications Notebook / Case Studies by Market Segment Choose from the market segments listed below to view RTP Company application stories … "Segmenting" is a marketing term for dividing up your audience into groups according to particular criteria. • Segmentation should be “customer-in” versus business- or product-out. This is the case because analysis often turns up two or more different sets of segments, that is two or more different ways of dividing the market. The ATC also participates in trade events and provides regular newsletters for industry partners. The members of each group have at least one important factor in … Preview. reformulation of the products to offer immediate protection. A marketing communicator starts with a clear target audience in mind. maximise the benefits to Australia from overseas visitors. Focal decisions include choosing a segmenta Having targeted the youth market, it was important to develop a message that elicited an appropriate response. It is vital that skin is adequately protected against the sun”s harmful effects (although no sunscreen can provide total protection). total health and beauty market) and at a micro level (i.e. Author: Created by Zineb2014. The Brand Australia campaign has been launched across the major markets of Europe. Australia’s appeal is strongly driven by people’s perceptions of the open and outdoor lifestyle, as well as by its natural beauty and space. Segmentation divides them into Homogeneous Sub-Units. The brand is conveyed as being: The values of the brand help to show what it stands for and what it believes in. Market Segmentation. It allows young working holiday makers to have an extended holiday by supplementing their incomes through employment. This takes the form of timely new product launches to enable the brand to more closely meet the needs of different types of consumers. Six Types of Segmentation Marketing 8 Case Study 12 Performance Solutions Group, LLC. Many are on a ‘gap year’ and travel either on their own or with friends. Australia is a desirable country to both live and work (no language problems for the UK traveller) and a working visa provides a perfect opportunity to combine travelling with working. the uniqueness of many Australian experiences. Sales & Marketing; Market Segmentation, Target Market Selection, and Positioning ... market segmentation, target market selection, and product positioning. It uses a range of features that help consumers to identify and develop perceptions about a range of products which convey a series of attributes, benefits, values and promises. The confusion can arise because different hotels A rewritten version of an earlier note. For countries that depend heavily on tourism for their export earnings and for domestic employment, ‘getting it right’ is critical to their economic wellbeing. the nature, attributes and appeal of their own product(s), the buying behaviour of their customers (length of stay, money to spend on    travel), independent adventurers aged 25-34 (primary market), young independent travellers (YIT’s) aged 18-24 (secondary market), innovative - lifestyle, food and wine, culture, active and sporty - beaches, trails, surf and sports facilities. Care products are applied … Case Studies Media Articles Careers Contact June 21, 2017, irrespective which... To win over segments of tourism and travel business message is key to the nivea Sun.... Skin types rethinking customer segmentation is a marketing term for dividing up your audience into according! 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