Dockers

ISSUES
High prices, on product
STRENGTH
Strong Brand Name and popular top-of-the-mind brand
Successful sub-branding strategy
Differentiates between Levi’s and Dockers
High awareness
High market penetration opportunities
Strong channel support
Positive image in numerous demographic segments
Multiple distribution channels increases
Global footprint in developed and developing economies
WEAKNESSES
Heavy pension expenses increase vulnerability to financial markets.
OPPORTUNITIES
Increase online Retail sales admist economic turmoil.
The company has been expanding licensing programs
Production expanded locally and abroad to meet continuing demand.
High tech re-invention that is the use of technology

THREATS
Intense competition from various other global and local brands.
Global economic downture creates challenging retail environment.
Fast changing consumer tastes
CONCLUSION
Therefore I conclude affecting the company their high prices on products, resulting customers to purchase clothing from competitor.
increases production costs for the company. This affects the pricing structure and the sales of the company.
RECOMMENDATION
I Will Recommend that the company should focus on the frequently changing needs of consumers in the market and ensure that its
operations and designs are flexible enough to match with these changing trends. Taking advantage of technological in the fashion
industry. And to ensure that the production is unique trendy designs. Also company has to be updated and keep innovating in order to
stay ahead of the competition
Nivea multi category
ISSUES
Nivea image had been weakened trough all the new product introduction.
The brand has older image and was not viewed as young and modern dynamic, as with other competitive brand
STRENGTH
 NIVEA, the largest cosmetics brand in the world.
 successfully extended the NIVEA brand.
 High Brand Equity
  high-performance products.
 high family orientation.
 Strongly associated
 Strong Brand Portfolio
 High quality of products
 Trust, reliability, and accessibility.
 very strong in the modern trade segment,
 glocal” brand experience strategy.
WEAKNESSES
 NIVEA lack of conscientiousness of brand.
OPPORTUNITY
Expanded to become a global brand.
 global top-selling brand.
 Increase Market Share
 Entry into mass market
 Men becoming more open to skin care products
THREATS
 Strong Competition / the brand had an older image introduced competitive brands.
CONCLUSION
Therefore I conclude the Nivea image had been weakened trough all the new product introduction. Nivea faces is not one of supply or
demand, but one of culture. Nivea will have to navigate the challenge of maintaining its own corporate culture, as well as adapting to
various cultures around the globe as it continues its trek of expansion. has struggled to maintain a brand-wide marketing strategy, most
often choosing instead to market its sub-brands (such as Sun, Hair, and Visage) independently. lack of familiarity with the name
beyond Nivea’s core European market.
RECOMMENDATION
I Recommend should continue the strategy which they look first at the culture of the country before product introductions. Proper
evaluation and executions of advertising campaign is great importance to have harmony and significance of product feature and
message.
Hierarchy
STRENGTHS-Global strategies, and local application Unique research
WEAKNESS-Business heavily focused on western Europe
OPPORTUNITIES-Growth rate in products Especially for men and babies
THREATS-Strong competition Growing counterfeit goods in market
ISSUES
 Management strategies which are aimed at cashing in on the equity of an umbrella brand.
 Rationale behind extending a successful brand into other related (and slightly unrelated) product categories
CONCLUSION
Therefore I conclude the Nivea was reportedly believed to be a brand of local origin having been present in them for many
decades. This fact went a long way in helping the brand attain the leadership status in many categories and countries.
successfully extending what was essentially a 'one-product wonder' into many different product categories, Beiersdorf had
silenced many critics of its umbrella branding decisions.
RECOMMENDATION
I Recommend should continue the strategy which they look first at the culture of the country before produce the product. And should
conduct first a research and development if what are the opinions of many before implementing strategy.