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

Question

Quizplus · Accepted Answer

Category points-of-parity are essential for a brand to be considered a legitimate player within a specific category. In Nivea's case, despite its established reputation for gentleness and care in skin creams, it needed to ensure its deodorants were perceived as strong, its shampoos as cleansing, and its cosmetics as colorful to meet the basic expectations for those product categories.

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