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The purpose of this research was to investigate how the German market is segmented and what the German consumers perceive of Nelo’s positioning by assessment of what the Agents corroborate. The insights derived from it points out if Nelo’s image is rightly perceived in the German market.

In this paper a qualitative approach is used. Data collection method used was both interviews and documentation. Telephone interviews were conducted with three different agents operating in southern Germany. The secondary data the authors used were articles and books. Since it is a research based on a qualitative approach, the theories and the findings will be synthesized to make implication regarding the study.

The investigation has shown that the target segment for Nelo in Germany are the middle to high income group in the age 40+, but it is shown that the products offered by Nelo don’t attract this segment in southern Germany. Though product quality is good the design and material used, does not fit with the target customer rendering the brand unknown. Nelo is not well positioned in the target market because it has not been successful in communicating a clear image. To conclude Nelo´s position is not consistent with their image.