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Beiersdorf AG

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'We at Beiersdorf understand our consumers and delight them with innovative ... Brands: Band-Aid, Tylenol, JOHNSON'S, Neutrogena, Clean & Clear. Competitors: 3M ... – PowerPoint PPT presentation

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Title: Beiersdorf AG


1
Beiersdorf AG
  • 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 - Personal Care Products
  • Revenue - Gross Sales 6,756 million (2006)
  • Net income - 508 million (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 - Entered 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 - Invention 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 fully 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 RD
  • Produce newly and innovative products

12
SWOT Weaknesses
  • Over-Reliance on Europe
  • LOreal 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 mens 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
  • LOreal
  • Johnson Johnson
  • Avon Products, Inc.
  • 3M Company

17
Competitors LOreal
  • 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 Mens personal care
    sector
  • Clear geographical focus to deal with the price
    war

23
  • Thank You For Your Attention!!!
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