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Beiersdorf ag f07

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  • 1. Presentation by: Borislav Belenov Lindsey Jeske, Mirzohid Muminov Aastha Adhikari
  • 2. Overview
    • Introduction
    • History: Current and Future
    • Growth strategies
    • SWOT Analysis
    • International Challenges
    • Competitor Analysis
    • Industry Analysis
    • Recommendations
  • 3. Beiersdorf AG
    • Mission Statement
    • “ We at Beiersdorf understand our consumers and delight them with innovative products for their skin and beauty care needs. This strengthens the trust and appeal that our brands enjoy. Every day. Worldwide.”
  • 4. Introduction
    • Type – Aktiengesellschaft (Incorporated)
    • Headquarters - Hamburg, Germany
    • Key people - Thomas-Bernd Quaas, Chairman of the Management Board
    • Products - P ersonal C are P roducts
    • Revenue - Gross Sales $6,756 million (2006)
    • Net income - $508 mil lion (2006)
    • Employees - 16,500 (as of December 31, 2006)
    • Website - www.beiersdorf.com
  • 5. History: Current and Future
    • 1882 - Established in Hamburg Germany and was known as a producer of medical plasters
    • 1893 - E ntered International Market
    • 1900 - First patent for Eucerin
    • 1911 - Introduced of NIVEA - first stable water-in-oil emulsifier - NIVEA Crème
  • 6. History: Current and Future
    • 1932 - 50th anniversary, 1,400 workers, business with 34 countries
    • 1933 - Changes in Executive Boards for Political reasons.
    • 1936 - I nvention of TESA
    • 1945 - End of WW II; Company Re-Established
    • 1972 - Company became really global – 10000 employees worldwide
  • 7. History: Current and Future
    • 1971 - New Ad Campaign “Only You”
    • 1980 - Beiersdorf reached 1 Billion Deutsche Marks !
    • 2002 - Florena became fu lly owned by Beiersdorf
    • 2003 – Tchibo Holding AG acquires 44% shares Of Beiersdorf
  • 8. Growth Strategies
    • Market penetration
    • New product development
    • Market development
    • Diversification
  • 9. Growth Strategies: Market penetration
    • Product
    • Price
    • Place
    • Promotion
  • 10. Growth Strategies
      • New product Development: Launch of Nivea Visage Soft Wipes in 1999
      • Market Development: The UK launch of Nivea deodorant
      • Diversification : Nivea for Men
  • 11. SWOT: Strengths
    • Strong Brands
      • Nivea
      • Brand worth $29 billion
    • Strong, increasing focus on research and development
      • 2006, $118 million on R&D
      • Produce newly and innovative products
  • 12. SWOT: Weaknesses
    • Over-Reliance on Europe
      • L’Oreal and Clarins 46.6%
      • Beiersdorf 72.6%
    • Weak and low inventory turnover
      • Average Industry 5.7
      • Beiersdorf 2.9
      • Products Expiration Date
      • Over stock
  • 13. SWOT: Opportunities
    • Pricing pressures from private labels
      • Well established brands at low price
      • Wal-Mart and Costco
      • Beiersdorf need to lower prices
    • Growing popularity of cosmetic surgery
      • Instant, long lasting results
      • Lower demand for Beiersdorfs products
  • 14. SWOT: Threats
    • Demographic Trends in the United Stated
      • 65 and older
      • Beauty enhancing and revitalizing products
    • Growth in men’s toiletries and fragrances
      • Advertising products
      • Single men
  • 15. International Challenges
    • Lawsuit against Nivea International of People, Inc.
    • Non-First Mover Advantage in BRIC countries
    • Pricing pressures of local private firms
    • Acquisition of C-BONS Hair Care
  • 16. Competitor Analysis
    • L’Oreal
    • Johnson &Johnson
    • Avon Products, Inc.
    • 3M Company
  • 17. Competitors: L’Oreal
    • Incorporated: 1939
    • Headquarters : Paris, France
    • Employees : 52,403
    • Net Income : $2,237 million (2006)
    • Company Type: Public
    • Brands : Lancôme, Maybelline, Garnier, Redken, and Matrix
  • 18. Competitors: Johnson & Johnson
    • Incorporated: 1887
    • Headquarters : New Brunswick, New Jersey, USA
    • Employees : 116,200
    • Net Income : $11 billion (2006)
    • Company Type: Public
    • Brands : Band-Aid, Tylenol, JOHNSON'S, Neutrogena, Clean & Clear
  • 19. Competitors: 3M
    • Incorporated: 1902
    • Headquarters : Two Harbors, Minnesota, USA
    • Employees : 67,000
    • Net Income : $22.923 billion (2006)
    • Company Type: Public
    • Brands : Nexcare™, Post-it®, Scotch®, Scotch- Brite™, and Scotchgard™
  • 20. Competitors: Avon Products
    • Incorporated: 1886
    • Headquarters : New York, New York, USA
    • Employees : 40,300
    • Net Income : $477.6 million (2006)
    • Company Type: Public
    • Products Lines : Avon Color, Anew and Solutions, Skin-So-Soft and Naturals
  • 21. Industry Analysis
    • Main markets - North America and Europe
    • Size of the industry - 178 billion USD
    • “ Economize but spend more on cosmetics”
    • Metro sexuality, Rich and Beautiful lifestyle
    • Decorative Surgery
  • 22. Recommendations
    • Increase returns and inventory turnover
    • Increase marketing for low sales rate products
    • Decrease the over reliance on Europe
    • Strategy for demographic trends in the US
    • Prospective of growth in Men’s personal care sector
    • Clear geographical focus to deal with the price war
  • 23.
    • Thank You F or Your A ttention!!!