Palmolive Thermal Spa SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 3048
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SWOT Analysis of Palmolive Thermal Spa with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Palmolive Thermal Spa

Parent Company

Colgate – Palmolive

Category

FMCG

Sector

Personal Care – Body Wash

Tagline/ Slogan

The sensations of a Spa massage

USP

100% Soap Free

STP

Segment

Personal Care – Body Wash for women

Target Group

Urban and Semi Urban  Personal Care for upper middle class women

Positioning

The new Palmolive Thermal Spa range of body washes have a pH balanced to suite the skin and is 100% soap free

SWOT Analysis

Strengths

1. Product helps in indulging in a sensation of well-being of a thermal spa experience
2. Products have exfoliating action that leaves the skin feeling soft, smooth and full of vitality
3. Helps enhance the smoothness of the skin
4. Firming variant of body wash contains formula that helps firmer skin in just 14 days
5. Available in two variants – Massage and Firming
6. Good distribution and brand visibility

Weaknesses

1.Contains SLS for better lather formation, which is considered to be a toxic substance and hence harmful if used in excess
2.Slightly exclusive products to penetrate into the rural markets

Opportunities

1. Increase the number of variants
2. Creating further awareness of the product with the consumers
3. Good pricing of the product to target a larger market

Threats

1. Hard for consumers to shift from conventional soap to alternatives like body wash
2. Competition from various domestic and international brands with offerings in the same segment
3.Non-soap properties can be a limiting factor for various consumers to purchase the product

Competition

Competitors

1.Dettol Body Wash
2. Lux Body Wash
3. Vaseline Body Wash



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