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Nivea SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Nivea analyses the brand/company with 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 and industry. As of 2020, Nivea is one of the leading brands in the FMCG sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Nivea competitors and includes Nivea target market, segmentation, positioning & Unique Selling Proposition (USP).

Nivea SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Nivea Brand Analysis
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
Nivea Segmentation

Personal skin care products

Nivea Target Market

Middle class all age groups for skin care

Nivea Positioning

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

Nivea SWOT Analysis
Nivea Strengths

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

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

Nivea Opportunities

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 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


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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Nivea. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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