FACULTY OF BUSINESS AND MANAGEMENT

SEMESTER OCTOBER 2023 – FEBRUARY 2024

MGT028

INTRODUCTION TO BUSINESS

ASSIGNMENT 1:
BENCHMARKING

NAME : NURUL SYAQINAH BINTI MAZLAN

STUDENT’S ID NUMBER : 2023636296
GROUP : BA002
LECTURER’S NAME : MADAM MAISARAH
DATE OF SUBMISSION : 15/12/2023
 TABLE OF CONTENT

NO TOPIC PAGE
1. INTRODUCTION 1
2. PERFORMANCE STRATEGY 2
3. COMPARISON PRODUCT 3,4 & 5
4. RECOMMENDATION 5
5. CONCLUSION 6
6. REFERENCES 6
7. APPENDICES 7
1.0 INTRODUCTION

1.1 Compay Nivea

Nivea is a global skin and body care brand , owned by Germany company Beiersdorf in 1882
Pharmacist Carl Paul Beiersdorf establishes the company on March 28. The Marketing Plan of Nivea
like assesing the market. NIVEA FOR MEN needs to know what its male competitor products exist.As
well as targeting the male consumer, women are also an important target market partners as well as
helping them choose which products to buy.. At the same time , we want to further improve our
sound earnungs perfomance so that we can fulfile our consumers’ wishes and needs with inovations
today and in the future. This will give us a strong position within the global competitive
evirontment.” The marketing team set SMART objectives for the NIVEA FOR MEN relaunch. There are
Spesific , Measurable , Achievable , Realistic and Time constrained. The marketing team used
research data to forecast market trends over the three-to-fire years

1.2 Company Vaseline

Vaseline brand was built on the healing efficacy of Vaseline Jelly. Formulated in 1870 by Robert
Chesebrough , this true “ Wonder Jelly” has been healing scrapes , burns , dryness and more for 150
years. It’s a staple in millions of households around the world . The Vaseline Healing Project , they
believe skin health is a right , not a privilage. But unfortunately , skin healthcare has a problem. It’s
not for all. In some parts of the world , people lack access to resources and medical care to treat
their skin. That’s why they are on a mission to help 3 million people per year access dermatological
care and educationby 2030. Marketing strategy of vaseline analyse the brand with the marketing mix
framework which covers the 4p ( Product , Price , Place , Promotion ) . The business strategies , based
on Vaseline Marketing Mix help the brand suceed in the market
2.0 BENCHMARKING

2.1 Performance Strategy Nivea

Nivea is very popular on half of countries. Nivea follow the request on consumer like focus on
confiding in additional dependable brands and service benefits. To interest shoppers wih new
products Nivea do a broad examination to specialize in market sections which recorgnize similiar
gatherings of people with similiar quality like age or type of skin some people. The quality excellent
always affordable quality of Nivea’s product. The pricing is very good because its about quality , they
all of can buy it . Its cheap. Its starts from RM 8.50 the smallest. For the technical aspect , they aim
for arcularity and responsible use of packaging material to prevent pollution and reduce our carbon
footprint. They reduce plastic wherever possible , recycle plastis as much they can. Its encourage
they customer to reuse packaging.

2.2 Performance Strategy Vasline

Vaseline Petroleum Jelly targets the families perticulary the ones that have children. Demographics
for brand include 18-60 years old Female preferably with children , Single femake who are career
driven and are always onth go. This product 100% pure and triple-filtered petroleum jelly. Product is
hypoallergenic and helps heal dry , damaged and cracked skin. Its help in preventing dryness
associated with Eezema. For the price , it’s starts from RM 10 the smallest and RM 45 for the biggest
one which is 500 gram.. For the technical aspect , vaseline taking steps to identify ways to use less
virgin plastic in our pack design , increasing use of recycled plastic , and are continuously exploring
new ways to reduce our plastic waste
3.0 COMPARISON BETWEEN NIVEA AND VASELINE

3.1 Nivea Strenght and Weaknesses

a) STRENGHT
- Strong brand equity
According to Kantar Worldpanel’s 2020 Brand Footprint report , Nivea is the most chosen beuty and
personal care brand in Europe. Its popular at that’s country and many people consume Nivea as their
skincare. Half of their body care or face care is from Nivea products.

-Climate neutralized products

Beiersdorf consistently implements its Sustainability Agenda Care Beyond Skin action plan. In 2021 ,
they announced that its first dimate-neutralized product called the NIVEA Naturally Good face care
will be marketed in over 30 countries.

b) WEAKNESS
-Limited brand portfolio
Nivea products are face care , body shower and lotions , deodorants , sun protection , and product
for men. Their most popular product is the Nivea cream. Nivea needs to create additional products
that establish as a leading personal care brand , wich will also lead them to expand in more countries

3
3.2 Vaseline Strenght and Weaknesses

a)STRENGHT

-Brand extension
HUL has used the brand name of vaseline and extended its product line under the name of Vaseline.
Some products include Lip care products , Derma Lotions , and moisturizers , Protecting Jelly. 150
years old strond brand.

-Good promotion and presense

Vaseline has been present in more than 70 countries. Its make their company is most popular on half
of country because the promotion on media social.

b) WEAKNESSES

-Infringements of counterfeits and trademarks

Vaseline face a dilemma of violation of counterfeiting and trademarks in different countries and
cannot monitor them. The processing at petroleum jelly is simple and inexpensive , making it also
easy to falsify.

-Compared to rivals
It competitors have good correspondence during the year due to their retail promotions , Vaseline
communications are intermittent and not necessarily continues. Preference for a legacy brand like
Vaseline may drop compared to a versatile Unilever brand like Nivea.
3.3 COMPARISON BETWEEN NIVEA AND VASELINE
Both proucts have the their func1on but its up to consumer skin type. When it comes to skincare ,
we all have our favorite brands and products that we swear by. Two of the most iconic and
recognizable brands in the world of skincare are Nivea and Vaseline. Both brands have been around
for over a century and have become household names in the world of beauty and wellness. Key
ingredients in Nivea is Glycerin , Jojoba oil , Vitamin E and Lanolin . Also , key ingredients in Vaseline
is Petrolatum , Glycerin , and Allantoin. Nivea its best for skin whitening and sensi1ve skin . Vaseline
its best for oily skin and dry skin. For the price , we’ll look at the cost per ounce and course per
applica1on. Nivea comes in 6.8-ounce jar , which costs around RM15. This works out to be
approximately RM 1.50 perounce. For Vaseline , comes in a 32- ounce boVle , which costs around
RM20. This works out to be approximately RM 0.60 per ounce.

3.4 RECOMMENDATION
AWer analyzing the features and benefits of Nivea and Vaseline products , it is evident that both
brands have their unique quali1es. While Nivea offers superior moisturiza1on and skin nourishment ,
Vaseline excels in providing effec1ve protec1on and healing benefits.However , when comparing
Nivea vs Vaseline in terms of overall effec1veness , Nivea is clear winner. Its blend of natural
ingredients and advanced technology makes it a popular choice for those seeking a luxuriious and
effec1ve skincare solu1on. Therefore , if you are looking for high-quality skincare product that will
provide the best results , we recommend Nivea. Its range of lo1ons , moisturizers , face wash and
creams caters to all skin types and ages , and they are specially designed to offer the best results
possible

5.
5.0 CONCLUSION

Both product is really good nourishing for skin. Suggestion both the brand’s to be usef as lipbalms as
they are really nourishing and moisturizing. Right now Nivea is coming out with new and improved
product. Such as their moisturizing with jojoba oil and vitamin some with aloe vera. Personally i like
the formula of Nivea its better than Vaseline.. We can’t use the mercury products that can make our
skin burn out. Taking care of your skin is a crucial part of self-care and overall wellness,and using the
right product can make all difference. Your can make research for choosen product for you skin. So
many tips or information on social media we can get it.

6.0 REFERENCES

1. https://en.m.wikipedia.org/wiki/Vaseline

2. https://www.nivea-me.com/en-me/products/body

3. https://glimmering-shadows.com/2016/07/which-is-better-comparing-vaseline-vs-nivea-
whitening-lotion/

4. https://www.quora.com/Which-is-better-for-skin-Nivea-or-Vaseline

5. https://blogs.reed.edu/anth344-spring2018-group03/2018/04/16/an-introduction-to-nivea-
and-its-history/

6. https://www.unileverusa.com/brands/beauty-wellbeing/vaseline/

6
7.APPENDICES

NIVEA PRODUCT

VASELINE PRODUCT