Nirma Washing Powder SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 13833
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SWOT Analysis of Nirma Washing Powder with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Nirma Washing Powder

Parent Company

Nirma Ltd

Category

Home Care brands- detergents

Sector

FMCG

Tagline/ Slogan

‘Sabki Pasand Nirma, Washing Powder Nirma’

USP

Product with low price without compromising on quality

STP

Segment

Economy Segment

Target Group

All Indian households and laundry stores

Positioning

Quality at very affordable price

SWOT Analysis

Strengths

1. Strong brand equity developed over the years
2. Wide distribution network
3. Market leadership in detergent market (mid priced segment)

4. Highly successful initial advertising campaign
5. In 2004, Nirma's detergent approached 800,000 tonnes – one of the largest volumes sold in the world – under a single brand 'NIRMA'.

Weaknesses

1. Limited export market as compared to international brands
2. Unable to completely penetrate in premium segment because of image

Opportunities

1. Export to developing /neighboring countries
2. Increase market share in premium segment by launching variants

Threats

1. Guerilla attack from local and independent producers
2. Broad attack from HUL and P&G
3. Growing income levels of India can cause shift to premium segment washing powders

Competition

Competitors

1.Ariel
2.Surf Excel
3.Tide
4.Active Wheel


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