Lever Ayush SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 4432
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SWOT Analysis of Lever Ayush with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Lever Ayush

Parent Company

HUL

Category

FMCG

Sector

Personal Care& Health Care Products

Tagline/ Slogan

Truth of ayurveda proof of science

USP

Ayush is a unique combination of the Truth of Ayurveda with the Proof of Science

STP

Segment

Personal Care & Health Care Products

Target Group

New generation of Indians

Positioning

Through Ayush, the new generation of Indians can rediscover everyday health and vitality through customized Ayurvedic solutions

SWOT Analysis

Strengths

1. Products born of the eternal truth of Ayurveda and the proof of performance through modern science
2. Ayush Therapy range is endorsed by AryaVaidya Pharmacy (Coimbatore), one of India’s most reputed houses of Ayurveda
3. Lever Ayush has five categories across health care and personal care range
4. Free from harmful levels of heavy metals like Arsenic, Mercury and Lead; Pesticides and Bacterial contamination

Weaknesses

1. Limited to premium urban centres
2. Intense competition

Opportunities

1. Lever Ayush was a result of 'Project Millennium', the decade-old exercise undertaken by HUL to identify new business opportunities in the consumer goods segment
2.Creating more awareness of the goodness of Ayurveda towards fighting problems such as blood pressure, diabetes, obesity and heart diseases
3. Can market further on the fact that it is created by HUL and endorsed by Ayurvedic experts

Threats

1. It is rumored that HUL will exit Ayush, since the model is no longer profitable for the company
2. Franchisee model for centers using the products not successful
3.Only an urban market phenomenon

Competition

Competitors

1.Shahnaz Husain Beauty Products
2.Lakme
3. Ponds



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