Oriflame SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 9908
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SWOT Analysis of Oriflame with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Oriflame

Parent Company

Oriflame Cosmetics

Category

Personal Care Brands- Cosmetics

Sector

FMCG

Tagline/ Slogan

Natural Swedish cosmetics

USP

One of the best direct selling companies

STP

Segment

Middle market price segment

Target Group

Women purchasing products on the suggestion of sponsors at the comfort of their homes or trusted salons

Positioning

Provide natural cosmetics

SWOT Analysis

Strengths

1. Easily available products in residential areas, at parlours and sold by people whom customers know and trust
2. Release catalogues frequently with offers on products
3. Customers get help from sponsors who help them as a consultant choose product according to their skin type, climate etc
4. Established brand name since 43 years

5.Provides natural beauty products through an independent sales force of over 3 million people

Weaknesses

1.Lack of promotional activities through mass media
2.Depends on the network of individual sponsors on most of its distribution and available in very few stores

Opportunities

1.Develop deeper distribution network
2.Expanding in rural areas
3.Investing in R&D, launch of new products through innovation

Threats

1.Aggressive price competition from local and multinational players
2.Availability of cheap beauty products
3.Presence of many established brands at one place in the stores thus giving customers variety

Competition

Competitors

1.Avon
2.Amway
3.Lakme



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