Nivea SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 41832

SWOT analysis of Nivea analyses the brand/company with its strengths, weaknesses, opportunities & threats. Nivea is one of the leading brands in the FMCG sector. The table below also lists the top Nivea competitors and elaborates Nivea segmentation, targeting, positioning & USP.


Parent Company

Beiersdorf AG


Personal care brands – Skin cream



Tagline/ Slogan

It helps protect your skin; 100 years of skin care for Life


Nivea makes dry skin smooth and irresistible to touch

Nivea STP


Personal skin care products

Target Group

Middle class all age groups for skin care


Nivea is positioned in the platform of "Gentle Care" and " Wellness"

Nivea SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Nivea. Strengths are:

1. Nivea globally is the brand that has its presence in around 20 product categories in more than 50 countries.
2. Nivea has huge brand recall and equity.

3. Very strong distribution network
4. The packs ‘Blue and White’ color as its brand element.
5.Excellent advertising and brand visibility makes it a top-of-the-mind brand


Here are the weaknesses in the Nivea SWOT Analysis:

1. Nivea faced criticism over ad campaigns which were termed as racist by a few people
2. Intense competition in skincare segment


Following are the Opportunities in Nivea SWOT Analysis:

1. Well reputed and established global brand, every chance to grow in the emerging economies as well
2. Nivea has an opportunity to increase market share

3. Entry in men’s segment by focused products


The threats in the SWOT Analysis of Nivea are as mentioned:

1. Popularity of other skin care brands
2. Fierce marketing from competitors while Nivea still lies on lazier front.

Nivea Competition


Below are the top 4 Nivea competitors:

3.Johnson & Johnson


The brandguide table above concludes the Nivea SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.

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