EU competitor benchmarking of cosmetic primary packaging in rigid jar form. Case company: Sulapac.

Abstract

The cosmetic industry is increasingly growing and drives the growth of cosmetic packaging industry. Consumers having more disposable income are actively looking for new cosmetic products and added values in packaging. The sustainability trend in the cosmetic industry is the driving force for companies to constantly update their product portfolio with new product lines and invest in packaging that is sustainable.

The purpose of this thesis is to study the competitors of Sulapac, the company who manufactures fully biodegradable packaging made from wood chips and natural binders. The competitors in this thesis are defined as types of materials.

The literature review discusses the background information of cosmetic industry and cosmetic packaging, as well as competitor analysis theories and frameworks. The empirical part identifies the competitors, categorizes them into different groups, and provide comprehensive analysis using different competitor analysis tools.

The results of the research provided a comprehensive analysis of Sulapac competitors, gaining knowledge about their strengths, weaknesses, opportunities, and threats. The thesis also studies the pricing strategy of different competitors, place the competitors on a competitive map to help the case company look at the competitive landscape from a bigger picture viewpoint.

Finally, the thesis discussed the reasoning for the positioning strategy for Sulapac as the recommendation for the company.