Garnier Mineral Deodorant SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 4562
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SWOT Analysis of Garnier Mineral Deodorant with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Garnier Mineral Deodorant

Parent Company

L'Oréal

Category

Personal Care brands- Fragrances

Sector

FMCG

Tagline/ Slogan

48 Hr nonstop protection deodorant

USP

The first anti-perspirant that gives you 48 hr -hour freshness Powered with perlite which has 5 times the absorbing power of talc.

STP

Segment

Upper middle class and urban markets

Target Group

Upwardly mobile consumer

Positioning

48 Hr nonstop protection

SWOT Analysis

Strengths

1. Two focused ranges for men and women with number of options
2. Incredible humidity absorption capacity
3. Celebrities as brand ambassadors enhance image
4. Strong brand support of Garnier and L'Oréal

5.High differentiation due to power of mineralite

Weaknesses

1. Deodrant market is highly competitive and hence limited scope to increase market share
2. Product is premium hence mostly limited to urban areas

Opportunities

1. Revamp packaging
2.Reposition Product
3.Expand in more varieties to make presence felt

Threats

1. Cut throat competition
2.Easily imitable
3.Customer retention difficult a new brands launch regularly

Competition

Competitors

1. Revlon's Mitchum aerosol
2.Axe Deodorant
3.Set wet

4.Denver

5.Nivea

6.Rexona soap


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