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  • The Comparison of International Fast Moving Consumer Goods (FMCG) Companies’ Brand Portfolio Strategies on the Russian Cosmetics Market: by the Example of Procter & Gamble and Henkel Companies

The Comparison of International Fast Moving Consumer Goods (FMCG) Companies’ Brand Portfolio Strategies on the Russian Cosmetics Market: by the Example of Procter & Gamble and Henkel Companies

Student: Veselova Mariia

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Final Grade: 8

Year of Graduation: 2017

The thesis is devoted to the comparison of international FMCG companies’ brand portfolio strategies. The first chapter is fully dedicated to theoretical aspects of brand portfolio strategies: its definition, goals, organization within one corporation and relation with a corporate brand and factors that shape company’s decision of brand strategy. Theoretical findings and outcomes of the first chapter form the framework for analysis of companies’ brand portfolio strategies in the second chapter. The analysis is conducted on the examples of international FMCG corporations - Procter and Gamble’s and Henkel’s brand portfolio strategies in the Russian cosmetic market. Both companies are examined from overall market performance perspective and each market category in particular. The analysis of their performance lays in the basis for the third chapter with recommendations for their future brand portfolio strategy development in the Russian cosmetic market.

Full text (added May 12, 2017)

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