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Beiersdorf focuses on 10 core brands
Transcript of Beiersdorf focuses on 10 core brands
Guillem Alcalà, Anna Cintas, Nerea Cruz, Maria Mercader, Marta Munt
What “Product Line” and “Brand” trends are Companies like Unilever, P&G and Beiersdorf following?
line pruning srategy
According to the article, what are the advantages of this strategy? Distribution Channels? Consumers?
more resources invested in R&D, marketing and adv
stronger brand image
more facilities for the distribution channels: better use of shelves
consumers higher awareness of products
What brand strategy is Henkel following?
"Henkel wants to present a more coherent image by renaming 50 subsidiary companies with the prefix Henkel [...] to highlight the link to the parent firm."
" [...] Henkel increased its stake brands in Algeria, Iran, Serbia and Guatemala, bringing the number of brands in its portfolio to more than 700 distinct names."
Why do you think analysts doubt that the cosmetic and hair care lines of Henkel will grow in the same way than the other companies?
Examples of multi-brand strategy
Examples of extension of the product line
Examples of umbrella brands
Beiersdorf CEO's view of brand strategy
"Messages like 'no animal testing' help consumers remember the brand and make their purchasing decision before they reach the store shelf"
" [...] most supermarkets are only able to stock two or three brands alongside their own label products. 'There isn't really room for a number four brand' [...]"
" [...] people only remember one or two brands for any particular product category. "
1. Focus on the core
2. Grow the core
3. Refresh the core
What can we conclude after all?
"LESS IS MORE"
increase number of brands in its portfolio
no clear image of the brand
"Messages like 'no animal testing' help consumers remember the brand and make their purchasing decision before they reach the store shelf."
"[...] most supermarkets are only able to stock two or three brands alongside their own label products. 'There isn't really room for a number four brand', [...]"
"Indeed, an informal sample [...] showed that people only remember one or two brands for any particular product category."
"Being on top is the key ingredient to growth"