Nivea Became the Leader in the Skin Cream Class on the "Gentle

question 81

Multiple Choice

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

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Definitions:

Best Practices

Things people and organizations do that lead to superior performance.

Best Practices

A set of guidelines, ethics, or ideas that represent the most efficient or prudent course of action in a given business situation.

Superior Performance

Achieving results that surpass expected standards or benchmarks, often leading to competitive advantage.

Best Practices

Best practices are the methods or techniques that have been generally accepted as superior to alternatives because they produce results that are superior to those achieved by other means.