Vivel Di Wills SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 6103
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SWOT Analysis of Vivel Di Wills with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Vivel Di Wills

Parent Company

ITC

Category

Personal Care brands- Soap

Sector

FMCG

Tagline/ Slogan

Khoobsoorati bas main, duniya muthi main; Taazgi jo kareeb laaye

USP

Beauty with confidence

STP

Segment

Middle class men and women (mainly women)

Target Group

Vivel is targeting young consumers who are ready to flirt with new brands

Positioning

Mass positioning, priced well below Fiama di wills

SWOT Analysis

Strengths

1. Various variants of product are available, around 9 of them
2. Vivel Di Wills comes in an attractive carton package with some elegant color scheme.

3. Consumers will be impressed by the ingredients like Olive Oil, Active Clay, Shea butter which gives this brand a unique healthy natural perception.
4. Good advertising and distribution of products
5. Celebrity brand ambassadors add value to the brand

Weaknesses

1. Confused state of existence in the consumer’s mind just like Fiama Di Wills.
2. Vivel is mainly positioned as beauty soap targeted towards women, hence it lacks unisex appeal
3. Highly competitive segment in terms of other brands and price

Opportunities

1. Target sector set to increase with time as it is a young brand, in its growing stage.
2. One of the fastest growing brands in its category.
3. Vivel’s focus on looking good with its campaigns and Fiama’s celebrity based strategy brings in a clear differentiation

Threats

1. Lots of competition
2. People have a tendency to shift to other products, since so many options are available.

Competition

Competitors

1.Lux
2.Lifebuoy
3.Nirma Ltd



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