Palmolive Aroma Shower Gel SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 3360
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SWOT Analysis of Palmolive Aroma Shower Gel with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Palmolive Aroma Shower Gel

Parent Company

Colgate-Palmolive

Category

FMCG

Sector

Personal Care – Shower Gel

Tagline/ Slogan

Relax Your Senses , Let Your Senses Sparkle

USP

Made with pure essential oils that softens the skin and uplifting scent that illuminates the senses

STP

Segment

Personal Care Products – Shower Gel from women

Target Group

Urban and Semi Urban Areas upper middle class women

Positioning

Shower Gel available in 2 variants made with pure essential oils that gives soft skin and a relaxing sense for a unique bathing experience

SWOT Analysis

Strengths

1. Helps to soften the skin
2. Relaxing scent gives an aura of peace and tranquility
3. Lavender as an ingredient is a great cleanser and de-toxifier for skin
4. Sturdy, attractive packaging with flip cap- easy to use and hygienic
5. Good distribution and brand visibility

Weaknesses

1.Scent from the shower gel does not linger after bath
2. The gel is quite runny , which may lead to squeezing out more than required gel at every use
3. A little premium to penetrate in the rural market

Opportunities

1Increase number of variants i.e more along with Relax and Vitality
2. Increasing awareness to consumers about the ease of use of a shower gel over a normal soap

Threats

1.Hard to make consumers switch from conventional sops to alternatives like a shower gel
2. Lots of other international and domestic alternatives available for shower gel

Competition

Competitors

1. H2O Shower Gel - Multiple Variants
2. Fresh Line
3. Lux Shower Gel



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