Godrej Ezee SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 2788
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SWOT Analysis of Godrej Ezee with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Godrej Ezee

Parent Company

Godrej Consumer Products

Category

Home care brands-Detergents

Sector

FMCG

Tagline/ Slogan

Make your winter Ezee; Garam kapde rahein naye jaise

USP

Consumer loyalty , trust and emotional bonding with brand

STP

Segment

Cloth quality conscious housewives

Target Group

Higher and middle income consumer

Positioning

Premium fabric care brand

Ph neutral formulation, which prevent shrinkage and color fading

SWOT Analysis

Strengths

1. Winter care brands for woolens which Comes in packing ranging from 10g Sachets to 1 Kg bottle

2. Fast growing liquid detergent category with market share of 70%

3. Presence in emerging markets like Asia, Africa and Latin America

4. Online integration through www.ezeefabcare.com

5. Creative TV advertisements; Ezee grahni 2006; CSR: Rahat ek abhiyaan campaign

6. For promotion, Ezee launched Ezee angry woolens games

7. Only detergent in India approved by The Woolmark Company

Godrej Ezee given the status of Superbrand by The Superbrands Council, UK

8. Ezee is stocked by over 11lakh retailers

9. Ezee was first liquid Detergent brand to be advertised on TV

Weaknesses

1. Limited to winter thereby seasonal sales
2. Tough competition in this segment means limited market share

Opportunities

1. Expand the segment to other clothes
2. Tie-ups with hotel chains, resorts etc for better sales

Threats

Rising competition in both local and international markets

Competition

Competitors

1.Wipro’s Consumer care safewash

2.Vanish

3.Local competitors such as Woolvet, Sagar liquid detergent



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