The meaning of the first “P” in the marketing mix Consumers refer to the individuals or the clients purchasing the products created by firms. Individuals play a very important role in the buildup of new products. The target market and the way they are influenced to purchase the products are critical in the company marketing mix. The target markets are the people the company needs to satisfy. Therefore, the firm undertakes market investigations through diverse means to ensure that the market needs are taken into consideration while developing the products (Nijssen & Ruud, 2010). The firm’s market research must be oriented towards ensuring that it develops products that satisfy the needs of the consumers. People within the marketing mix are the individual stakeholders particularly the external stakeholders that include the customers. In fact, the people’s strategy within the marketing mix are targeting the company clients. The company products should be differentiated according to the needs of the customers. However, in this case, the market is segmented according to age and sex. The firm clients are young girls between the ages of 18-23. Beiesdorf’s study on the market discovered that crave for exceptional look care by the youthful client are intended towards their individual age group (Morgenstern, 2010). Therefore, the firm embarked on the production of new product intended to suit the needs of the consumers. The investigations by Beiersdorf on improvements in the product on the target market resulted in the significant amount of alterations. The developments comprise altering the prescription of various goods. For example, it did away with alcohol from a given good and applied ordinary sea saline and minerals in some cases. Moreover, the company needed to come up with entirely new innovative products. To ensure that the clients were satisfied, the company made alterations in the presentation and packaging. All these developments enable the support of product variety to achieve the requirements of the consumers. The market research also indicated that the demand are influenced by the manner in which a firm notifies the clients that goods are obtainable and how it convinces them to purchase the products (Nijssen & Ruud, 2010). The firm achieved its promotional strategy using new and old forms of media including television or newspaper advertising as well as direct mailing. In addition, public relation initiatives with clients made the firm attract many customers through engagements in newspaper press releases as well as sponsorship of events. Moreover, trade fairs enabled the introduction of new products to the large client base. The meaning of business being consumer led A firm that is considered client-led when it brings its products as close as possible to its clientele whenever they exist (Belohlavek, 2008). The firm can also be considered consumer-led when its products are in accordance with the client needs. The firm achieves this through understanding its client needs in the diversified markets as well as enchanting them with inventive goods. As a result, the firm is able to achieve the satisfaction on itself of being client-directed. The Nivea products are tailored according to the ne