Aviance SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 3799
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SWOT Analysis of Aviance with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Aviance

Parent Company

HUL (Unilever)

Category

FMCG

Sector

Personal Care

Tagline/ Slogan

Beauty Solutions

USP

Aviance is an exquisite range of high technology, high performance expert beauty solutions for today’s progressive woman

STP

Segment

Personal Care Beauty Products -  Skin care and Hair care

Target Group

Today’s Progressive Women

Positioning

Aviance enables women actualize their unique potential through expert customized beauty solutions

SWOT Analysis

Strengths

1. The Aviance range of beauty solutions include customized skincare, haircare and a wide range of cosmetics
2. Developed using Unilever’s advanced technology to deliver results  can be seen
3. Aviance products are brought to women with professional beauty advise from trained Aviance Consultants
4. Availability of wide range of beauty products catering to all beauty care needs for a woman (hair care, skin care, color cosmetics etc)
5. Aviance products are available around the world  including Asia, Latin America and the Middle East
6. Uses a multi-level marketing in India, Srilanka and Bangladesh

Weaknesses

1. Market restricted to only urban areas. No presence of such products in semi-urban or rural areas of the country
2. Caters to only the premium category of cosmetics. Not many varieties for the masses

Opportunities

1. Target greater market penetration into untapped semi-urban areas and creating further new markets
2.Making use of effective HUL distribution system to further increase coverage area

Threats

1. Highly competitive cosmetics market
2.Many international players also present in this market segment
3. No presence beyond urban markets can limit the growth rate

Competition

Competitors

1. Lakme
2. Ponds
3.Revlon

4. L’oreal



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