Nivea SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: June 22, 2022

SWOT analysis of Nivea analyses the brand by its strengths, weaknesses, opportunities & threats. In Nivea SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Nivea to benchmark its business & performance as compared to the competitors. Nivea is one of the leading brands in the FMCG sector.

The article below lists the Nivea SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Nivea SWOT Analysis:

SWOT Analysis of Nivea

For Nivea, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Nivea Strengths

The strengths of Nivea looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Nivea :

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

Nivea Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Nivea SWOT Analysis:

1. Nivea faced criticism over some of the ad campaigns
2. Intense competition in skincare segment

Nivea Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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

Nivea Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 4 competitors of Nivea:

3.Johnson & Johnson


Hence this concludes the Nivea SWOT analysis.

Continue reading more about the brand/company.

About Nivea

Nivea Overview
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 Market

Middle class all age groups for skin care


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

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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