Nivea, the most successful brand of the German cosmetics producer Beiersdorf, has been in the market for skin care for more than a century. Starting from the introduction of the first Nivea skin cream that revolutionized the industry, Nivea has become the synonym of quality and trust for millions of customers all over the world. However, with the increase of market competition it has become important for Beiersdorf to differentiate its products. Extensive research and marketing campaigns allowed to alter the image of Nivea as a mild but reliable family product and managed to communicate to the users the benefits of ...
Skin Care Case Studies Samples For Students
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SWOT analysis
Internal strengths
Low start-up costs due to the presence of equipment and the opportunity to utilize family labour
Continuing family tradition is a positive trait for differentiation and building up the company’s image in the eyes of customers
The application of fruity fragnances, capable of attracting teenagers
Safe and natural ingredients as a key differentiation trait
Internal weaknesses
Limited ability to introduce full product lines due to the size of the business and the lack of experience
Limited awareness about the modern scientific developments in the field of skin care and an inability to apply them
External opportunities
Focus on growth (e.g., licensing operations to another firm ...
Answer 1: The Nivea brand is one of the most leading and known skin and beauty care brands across the globe. The company was introduced in the year 1911 and is part of the German Beiersdorf conglomerate. The Nivea brand now extends to more than 14 product varieties across the globe ranging from facial moisturizers to sunscreen, shower products, visage, hair care, body and deodorant (Malhotra et-al, 2006). However, the company has been going through number of challenges all over the world and the biggest challenge was faced in the markets of USA where the brand is less popular ...
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Unilever’s Quest by Shedding Brands
Product Portfolio Management
Unilever is a multinational consumer goods giant that produces and distributes personal care products such as shampoos and beauty soaps, home care products such as washing powder, foods, and beverages such as tea and ice cream. The company has over 400 brands all over the world. Some of the best known are Lipton tea, Blue Band, Flora, Heart brand, Hellmann’s, Knorr, Omo, Dove, Axe/Lynx and Rexona.
Unilever product portfolio is designed to meet every need in the household at the highest level of satisfaction possible. From the time an individual wakes up to the time they ...
