Nivea Case Analysis

1-Identify the characteristics peculiar to Beiersdorfs stigmatise portfolio. (650) Considering Beiersdorfs brand portfolio, it pluck be said that it has ten family brands within a 20 harvest categories (see Table 1) down the stairs it, namely Nivea, Labello, 8x4, La Prairie, Juvena, Eucerin, Hansaplast, Florena, Futuro and Atrix where to each one brand has its own driver fibre in each antithetical product category and increase the impact on a market which it shows the evidence that Beiersdorf uses put up of Brands strategy as mentioned in Aaker and Joachimsthaler (2000) to man epoch its portfolio. Beiersdorf has family brands which are not connected each other and where each of them strategically positioned on their functional benefits to tail end to niche markets which is exactly the abode of Brands strategy requires for (Aaker and Joachimsthaler ,2000).

Table 1 Brand-Product Matrix LabelloNivea8 x 4La PrairieJuvenaEucerinHansaplastFlorenaAtrixFuturo deflower business organisation? Bath and shower products? Colour Cosmetics?? Deodorants???? Depilatories sensory hair safeguard??? mens Grooming?? Skin tutorship????? Sun cope? Lip Care??? Face veil???? Body burster??? Hand care???? Anti age??? Foot care?? Plaster?? Wound Care? lettuce Reducer? insect Bites? Pain Relief? Because each of the family brand of Beiersdorf is not link with each other, each of them carries different characteristics and tar adopts different segment under each 20 different product categories (Table 1). For example, Beiersdorf offer La Prairie, which is primarily known f or its exclusive, high-priced anti-ageing pr! oducts, for its consumers who seek for high-quality for their trim care treatment, whereas, Nivea, offers a daily, practical use of skin care products with a lower price for every...If you want to get a full-of-the-moon essay, order it on our website: BestEssayCheap.com

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