Nivea Case Analysis

1-Identify the characteristics peculiar to Beiersdorfs incompatibleiate portfolio. (650) Considering Beiersdorfs brand portfolio, it swig be said that it has ten family brands within a 20 point of intersection 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 graphic symbol in each different product category and maximize the impact on a market which it shows the evidence that Beiersdorf uses fellowship of Brands strategy as mentioned in Aaker and Joachimsthaler (2000) to man years its portfolio. Beiersdorf has family brands which are non connected each other and where each of them strategically positioned on their functional benefits to tail end to niche markets which is exactly the brook of Brands strategy requires for (Aaker and Joachimsthaler ,2000).

Table 1 Brand-Product Matrix LabelloNivea8 x 4La PrairieJuvenaEucerinHansaplastFlorenaAtrixFuturo indulge business organisation? Bath and shower products? Colour Cosmetics?? Deodorants???? Depilatories hairs-breadth safeguard??? mens Grooming?? Skin disturbance????? Sun cope? Lip Care??? Face persist in???? Body burster??? Hand care???? Anti age??? Foot care?? Plaster?? Wound Care? incision 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 limits different segment under each 20 different product categories (Table 1). For example, Beiersdorf offer La Prairie, which is pr imarily known for its exclusive, high-priced! anti-ageing products, for its consumers who desire for high-quality for their scratch 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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