Explain the Impact of competition and private label on Nivea
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Marketing Management
Case Studies
CASE STUDY (20Marks)
Mr. Harish Jain, CEO of Energetic
Enterprises, has established the firm for the manufacture and marketing of an
innovative product. The firm earned a reputation of its product within two
years of its inception and enjoyed monopoly position in the market for its
product. Now it has a turnover of about Rs.80 crores. Three years back, some
firms entered the market and offered cheap substitutes which were of better
quality. This year, Mr. Harish Jain is worried because about 40% of the market
share has already been taken away by the new firms and he is not able to check
this trend. Mr. Jain has been looking after both production and marketing
functions though finance is being looked after by a finance manager having a
professional degree in chartered accountancy. Mr. Jain has recently lowered the
price of his product to fight competition, but even this has not helped. He has
now approached you for advice to stabilize his sales volume.
Answer
the following question.
Q1.
Analyze the case.
Q2.
Identify the strong and weak points of this case.
Q3.
What environmental factors have caused a worry to Mr.Jain?
Q4.
As a consultant, what strategies would you suggest to check further fall in
market share?
CASE STUDY (20 Marks)
In 2006, 46 year old Barbie – the
largest and the most popular doll in the world is struggling through a midlife
crisis. The Barbie brand accounts for almost onethird of Mattel's $5.2 billion
annual revenue. The Barbie doll has dominated the global toy market for more
than 40 years. But in recent years, its status as queen of the toy cupboard is
under threat. Mattel's financial results highlighted her plight with the gross
worldwide sales of Barbie falling by 13 % in the second quarter of 2006. Little
girls no longer view her as cool and trendy. Mattel decided to reinvigorate the
Barbie brand, focusing on core markets, aligning more effectively with growing
retail customers by entering into closer partnerships with them, investing in
developing markets, and growing alternative saleschannels. Mattel has decided
to concentrate on three aspects – product, brand building and distribution
channel. It has extended Barbie to animation movies, launched interactive web
sites, and developed new products to appeal to teens and preteens. The case
discusses the challenges faced by Barbie; it traces the initiatives taken by
Mattel over the years to extend Barbie's product life cycle; and debates over
Mattel's current strategy for Barbie.
Answer
the following question.
Q1.
Discuss the challenges faced by Barbie in maintaining its brand image.
CASE STUDY (20 Marks)
This case, set in 2008, attempts to
analyze how to build brand in a hyper competitive industry like consumer
durables industry where brands matter the most and marketing efforts matter even
more. This case study can very effectively be used to debate on what can be the
unique platforms for competitive advantage in consumer durable industry. Post
liberalisation in 1991, with the entry of multinational companies like LG,
Samsung and Whirlpool, the Indian consumer durables industry has witnessed
intense competition. In order to lure the customers, companies flooded the
market with latest models, new features and latest technology. To position
their brands in the minds of the consumers, these players adopted several brand
building strategies apart from investing heavily on R&D and marketing. This
case delves into the critical success factors of the industry and the factors
that gave a few players market leadership in this industry. To create a
competitive edge, Samsung, the No. 2 player, is emphasizing on customer
service. It is believed that customer
service is a key influencing factor in the consumer durables industry. However,
with other companies also catching up, can Samsung create an edge? The case
delves into what Samsung needs to do to create a competitive advantage in the
highly competitive consumer durables industry.
Answer
the following question.
Q1.
Give an overview of the case.
Q2.
What brand building strategies the multinational companies adopted to position
their brands in the minds of the consumers? Explain.
CASE STUDY (20 Marks)
In 2005, $3.3 billion, NIVEA (Nivea) is
the world largest skin and personal care brand. Owned by Beiersdorf, Nivea has
grown from being a signature product to over 30 products encompassing fourteen
product categories which included a vast expanse of sub brands such as Body,
Visage, Beaute, Sun, For Men, Hair Care and Baby. It had used the 'clear
benefit concept' to promote growth in Asia, Latin American and Eastern European
Market. Nivea has succeeded with new products rollouts by maintaining
consistency in its brand 10 www.ibscdc.org messaging, both visually and
verbally. Increase in critical consumers, aggressive competitions andprivate
labels is posing a threat for Nivea and their sales growth has been stagnant
since 2002. To increase its global market share in skin and beauty care, the
company has launched several new initiatives. This case discusses Nivea's
growth strategy over the years and it strategy to maintain its lead in the
changing market place.
Answer
the following question.
Q1.
Explain the Impact of competition and private label on Nivea.
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Project Report and Thesis contact
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ARAVIND – 09901366442 – 09902787224
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