Positioning Action: Are you a fan of this bargain hunter?
Clutter, or a store where you regularly come across treasures. Opinions about Action are divided, we discuss why.
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Podcast
Positioning Nivea: is NIVEA as good as more expensive brands?
We dive into the world of skincare. Why do you pay less for a jar of NIVEA than for a jar of Estee Lauder?
Skin creams all come with big promises: better skin, anti-aging, no pimples, and so on. But prices for creams range from a few euros to jars costing over €1,000! Interesting from a positioning perspective. That’s why we’re discussing the skincare market. Nivea competes with famous brands like L’Oréal Paris and Estée Lauder, but was itself a pioneer. So why do we pay less for a jar of Nivea? And why is The Ordinary such a success? In this episode, we dive into this unique market.
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Every two weeks a new episode about positioning with an analysis of a special brand or market. Chiquita, Odido, Lidl and Red Bull have already been featured. Curious? Check out the other podcasts here:
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Don’t be a Penguin is a production by Merkelijkheid. A B2B marketing agency that uses this podcast to talk about everyday brands and draw lessons you can apply in practice. You’ll laugh, learn new facts, and gain insights into how the success of these brands came about.
Want to contribute to our show? Have suggestions for themes or questions for Ties and Tal about marketing and positioning? Send them to dontbeapenguin@merkelijkheid.com or leave a message or comment wherever you watch or listen. Thanks for watching and see you next time!
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