Ine we Wo@e This exercise helps students understand the elements of the Marketing Strategy Planning Process model introduced in chapter 2 . The model provides an overview of the strategy planning process in marketing and a framework used in the rest of the textbook. Students should be able to label each of the elements of the model and understand each element well enough to recognize them in a realworld situation. In order to complete this activity, students should read and reflect on the section of the text titled "Developing Marketing Mixes for Target Markets" and "Marketing Strategy Planning Process Highlights Opportunities," as well as Exhibit 2-5 and Exhibit 2-9. Read the case below and complete the activity that follows. Active3-Nivea's Body Wash for Men Germany's Beiersdorf owns the global skin and body care brand Nivea. Wanting to learn more about the body care needs of customers in the United States, Nivea conducted a market research study. Nivea found that 24% of men no longer used "bar" soap and this number was growing. The research also found that while most women want specialized soaps and shampoos that match their hair and skin types, men prefer the convenience of a multifunction product. Nivea's marketing managers know that the category leader Axe emphasizes the benefits of good grooming in the mating game-and typically targets men age 18-30. Nivea also understands that other brands on the market focus on shampoo/body wash combinations. This information helped Nivea develop its own marketing strategy. First, it decided to develop a product with three functions: shampoo, body wash, and shaving gel. Nivea created the "Active3" brand name and decided to target men a bit older than the Axe customer-in the 25-40 age range. The company's advertising agency developed print advertisements for Active3 that stressed the product's functionality, emphasizing all three uses. The ads appeared in men's magazines like ESPN The Magazine. Active3 is available many stores including supermarkets and mass-merchandisers (like Walmart) for $4.49 to $5.99. Ine we Wo@e This exercise helps students understand the elements of the Marketing Strategy Planning Process model introduced in chapter 2 . The model provides an overview of the strategy planning process in marketing and a framework used in the rest of the textbook. Students should be able to label each of the elements of the model and understand each element well enough to recognize them in a realworld situation. In order to complete this activity, students should read and reflect on the section of the text titled "Developing Marketing Mixes for Target Markets" and "Marketing Strategy Planning Process Highlights Opportunities," as well as Exhibit 2-5 and Exhibit 2-9. Read the case below and complete the activity that follows. Active3-Nivea's Body Wash for Men Germany's Beiersdorf owns the global skin and body care brand Nivea. Wanting to learn more about the body care needs of customers in the United States, Nivea conducted a market research study. Nivea found that 24% of men no longer used "bar" soap and this number was growing. The research also found that while most women want specialized soaps and shampoos that match their hair and skin types, men prefer the convenience of a multifunction product. Nivea's marketing managers know that the category leader Axe emphasizes the benefits of good grooming in the mating game-and typically targets men age 18-30. Nivea also understands that other brands on the market focus on shampoo/body wash combinations. This information helped Nivea develop its own marketing strategy. First, it decided to develop a product with three functions: shampoo, body wash, and shaving gel. Nivea created the "Active3" brand name and decided to target men a bit older than the Axe customer-in the 25-40 age range. The company's advertising agency developed print advertisements for Active3 that stressed the product's functionality, emphasizing all three uses. The ads appeared in men's magazines like ESPN The Magazine. Active3 is available many stores including supermarkets and mass-merchandisers (like Walmart) for $4.49 to $5.99