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Overview 12 Segmentation Marketing: Why It Should Be Implemented 13 Recommendations 15 Use Benefit Segmentation to Market Specific Products to the Customer 15 Use Geographic Segmentation to Market to a Specific Area 16 NIVEA® is an established name in high quality skin and beauty care products. Data analytics: a marketing segmentation nivea for men case study answers case study t. This included an assessment of the brand’s position and the state of the market. Over the past 10 years the company has grown rapidly in the UK by developing a balanced and well managed portfolio of brands. ...Market segmentation allows businesses to satisfy the diversity in a resource-effective manner and is held up as the panacea of modern marketing (Dibb, 2001). A Marketing Segmentation Case Study T. Evgeniou, INSEAD J. Niessing, INSEAD . Case Study #8: NIVEA NIVEA, one of the largest skin and face care brands in the world, was established in 1912 and introduced to the German markets. 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