Select A Consumer Product Of Personal Interest That You H ✓ Solved

Select A Consumer Product Of Personal Interestone That You Have Purch

Select a consumer product of personal interest—one that you have purchased within the past six months. It can be anything, just as long you are familiar with the product and generally understand how it is marketed. Using the matrix model of marketing management in Table 1.2, fill in the cells of the matrix as completely and thoroughly as you can for the brand that you purchased. Be sure that your entries correspond to your perspective as a customer for this brand. In short, you are the target market.

You may wish to create one or more positioning maps to help illustrate how you perceive the competitive playing field. Once you’re done, examine the intersection of each cell. How do the elements of the marketing mix align with the four strategy categories in the left-hand column? Does every one of the 4 P’s contribute to each of the strategic objectives established in the left-hand column? Do you see room for improvement? How would this assessment be different for other types of customers?

Sample Paper For Above instruction

Introduction

In today's competitive marketplace, understanding how a marketing strategy aligns with consumer perceptions and behavior is vital for brand success. This paper examines the marketing management of a personal care product that I purchased recently—the Nivea Men Sensitive Post Shave Balm. By utilizing the marketing matrix model, I analyze how Nivea’s marketing mix elements contribute to its strategic objectives from a personal consumer perspective. Additionally, I explore positioning maps to visualize the brand's positioning in the competitive landscape, evaluate the alignment of marketing components with strategic goals, and suggest areas for improvement tailored to different customer segments.

Product Overview and Consumer Perspective

The selected product is Nivea Men Sensitive Post Shave Balm, a skincare product designed to soothe the skin after shaving. As a regular user, I am familiar with its packaging, marketing messages, and how it’s positioned within the personal care industry. My perception is influenced by factors such as product effectiveness, branding, price, and availability, which collectively impact my purchase decision.

Marketing Matrix Model Analysis

The marketing matrix, as outlined in Table 1.2, consists of four strategic categories: Market Penetration, Market Development, Product Development, and Diversification. Correspondingly, the marketing mix—the 4 P’s—includes Product, Price, Place, and Promotion. Below is a detailed analysis of these elements aligned with my consumer perspective.

Market Penetration

- Product: Nivea Men Sensitive Post Shave Balm emphasizes soothing and reducing irritation, addressing specific consumer needs for sensitive skin.

- Price: The balm is priced competitively within the personal care segment, making it accessible for the target market.

- Place: It is readily available at drugstores, supermarkets, and online retailers, facilitating convenient access.

- Promotion: The brand employs advertising campaigns highlighting skin sensitivity and gentle care, reinforcing its position in the sensitive skincare niche.

Market Development

- Product: Although primarily marketed for sensitive skin, variations or additional formulations could appeal to broader demographics.

- Price: Maintaining the same price point appeals to existing and new customers as the brand expands into new markets.

- Place: Expansion into international markets and online platforms introduces the product to new consumer segments.

- Promotion: Localized advertising and digital marketing strategies enhance brand visibility among diverse demographic groups.

Product Development

- Product: Innovation in packaging, such as eco-friendly containers or new formulations targeting different skin types, can enhance the product line.

- Price: Price adjustments may be necessary to support new product features without alienating existing customers.

- Place: Introduction of new products through existing distribution channels maximizes reach.

- Promotion: Launch campaigns emphasizing innovation and differentiation communicate new features to consumers.

Diversification

- Product: Developing entirely new products, such as moisturizers or targeted treatments, aligns with diversification strategies.

- Price: Pricing strategies need to reflect new product positioning and value propositions.

- Place: Entry into new retail channels, such as specialty stores or international markets, supports diversification.

- Promotion: Brand messaging must communicate the expanded product portfolio and its benefits.

Positioning Maps and Competitive Landscape

To visualize the competitive field, I created a positioning map plotting "Skin Sensitivity" against "Price." Nivea Men Sensitive Post Shave Balm resides in the high sensitivity, mid-price quadrant, alongside competitors like Gillette Mach3 Sensitive and Aveeno. This map illustrates Nivea’s strategic positioning as an affordable yet effective solution for sensitive skin, targeting a broad demographic that seeks reliability without premium pricing.

Alignment of Marketing Mix and Strategic Categories

Analyzing the intersection between the 4 P’s and strategic objectives reveals that product features and promotion strongly support market penetration and development goals. Price and place contribute significantly to accessibility and wider reach. However, there are areas for improvement—for instance, product innovation could better support diversification efforts, and tailored promotion strategies could deepen consumer engagement.

Opportunities for Improvement

While Nivea has effectively positioned itself within the sensitive skincare segment, innovations such as organic formulations or environmentally sustainable packaging could enhance differentiation. Additionally, targeted marketing campaigns focusing on specific demographics (e.g., young professionals or environmentally conscious consumers) could improve engagement. For other customer types, such as those with more severe skin conditions or different preferences, the current marketing approach might lack personalization, indicating room to tailor messages.

Conclusion

The analysis demonstrates that the marketing mix of Nivea Men Sensitive Post Shave Balm aligns well with its strategic objectives from a consumer perspective. Still, ongoing innovation, targeted promotion, and market expansion efforts are essential to sustain competitive advantage. Understanding how these elements operate together helps in identifying gaps and opportunities for growth, ensuring that marketing strategies remain customer-centric and adaptable to changing market dynamics.

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