Promise SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 2681
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SWOT Analysis of Promise with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Promise

Parent Company

Dabur

Category

Personal Care brands - Toothpastes

Sector

FMCG

Tagline/ Slogan

Anti-Cavity toothpaste

USP

Contains natural ingredients like clove oil

STP

Segment

Oral care – toothpaste

Target Group

Middle class segment especially people facing tooth problems

Positioning

Contains the time tested benefits of clove oil

SWOT Analysis

Strengths

1. Healthy and whiter teeth, prevents and treats all teeth problems
2. World's first and only toothpaste to receive international accreditation from the British Dental Health Foundation (BDHF)
3.Supported by established brand name of Dabur
4. Contains trusted natural ingredients like clove oil famous for its oral protection benefits

Weaknesses

1. Less expenditure on advertising and marketing
2.Deviated from its successful positioning of having clove oil to freshness which did not work
3.Lost focus on its strategies of promotion and positioning
4.Didn’t have the ability to cross subsidize in terms of surplus cash

Opportunities

1. Better promotion for higher visibility and improving sales
2.Expansion in other markets and export potential
3.Innovation and R&D

Threats

1.Aggressive competitors
2.Price wars
3.Loss of market share due to confused marketing

Competition

Competitors

1. Colgate
2.Closeup
3.Pepsodent



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