Question

Nivea became the leader in the skin cream class on the "gentle," "protective," and "caring" platform. The company further moved into classes such as deodorants, shampoos, and cosmetics. Attributes like gentle and caring were of no value unless consumers believed that its deodorant was strong enough, its shampoo would cleanse, and its cosmetics would be colorful enough. This is an example of ________.
A) competitive points-of-parity
B) competitive points-of-difference
C) category points-of-parity
D) category points-of-difference
E) competitive points-of-presence

Answer 1

Answer:

C) category points-of-parity.

Explanation:

With category points-of-parity the emphasis is on Nivea brand offering the relevant category features. These are features a brand must have to be considered competitors in a particular industry.

So for deodorants people want to know if they are strong, will the shampoo clean effectively, and will cosmetics be colourful.

Without these key features in the products Nivea would lose competitive advantage.