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Nivea Case Analysis

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1-Identify the characteristics peculiar to Beiersdorf’s brand portfolio. (650)
Considering Beiersdorf’s brand portfolio, it can be said that it has ten family brands within a 20 product categories (see Table 1) under it, namely Nivea, Labello, 8x4, La Prairie, Juvena, Eucerin, Hansaplast, Florena, Futuro and Atrix where each brand has its own driver role in each different product category and maximizing the impact on a market which it shows the evidence that Beiersdorf uses House of Brands strategy as mentioned in Aaker and Joachimsthaler (2000)   to manage its portfolio. Beiersdorf has family brands which are not connected each other and where each of them strategically positioned on their functional benefits to target to niche markets which is exactly the House of Brands strategy requires for (Aaker and Joachimsthaler ,2000).
Table 1 Brand-Product Matrix
Labello Nivea 8 x 4 La Prairie Juvena Eucerin Hansaplast Florena Atrix Futuro
Baby Care 
Bath and shower products 
Colour Cosmetics  
Deodorants    
Depilatories
Hair care   
Men’s Grooming  
Skin Care     
Sun care 
Lip Care   
Face care    
Body care   
Hand care    
Anti age   
Foot care  
Plaster  
Wound Care 
Scar Reducer 
Insect Bites 
Pain Relief 

Because each of the family brand of Beiersdorf is not related with each other, each of them carries different characteristics and targets different segment under each 20 different product categories (Table 1). For example, Beiersdorf offer La Prairie,   which is primarily known for its exclusive, high-priced anti-ageing products, for its consumers who seek for high-quality for their skin care treatment, whereas, Nivea, offers a daily, practical use of skin care products with a lower price for every...

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