The target market for Nivea is here in Germany. Nivea is basically a brand of Beiersdorf which is a German based company and hence this brand has much recognition in the country.
The product being advertised here is that of cosmetic deodorant. Deodorants are classified as cosmetics. Deodorants are used by women in the age group of 18 and above. It might not be much preferred in the 35+ group. This cosmetic is therefore targeted for the Generation Y. It is mainly for women and is also for career women who want affordable deodorants for everyday use.
The psychographic for this product are mostly lower middle to middle class women earning 45-75000 USD. These are women who want really affordable deodorants. They can connect with products that will give them value for less money. They also want a product that has been around for some time as they feel more secure using a product with history. Nivea is both affordable and has history, so they will prefer it.
Women who want deodorants for everyday use constitutes a large segment and Nivea deodorants have been in circulation for a very long time without much complaints and hence the benefit rate for the target segment is good.
The usage rate would be a major percentage of the total Nivea or other cosmetic users. This is because deodorants are used by almost everyone and it is a daily use product, so the usage rate would be quite high.