Godrej Fair Glow SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 3405
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SWOT Analysis of Godrej Fair Glow with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Godrej Fair Glow

Parent Company

Godrej Consumer Products

Category

Personal care brands- skin care

Sector

FMCG

Tagline/ Slogan

Gorepan se no samjhauta

USP

First fairness soap with moisturisation; Fairness + Proteins

STP

Segment

Beauty and fairness conscious people

Target Group

College going and teenage girls

Positioning

Complexion soap

SWOT Analysis

Strengths

1. India’s first and largest selling fairness soap Made from 100% vegetable oil

2. Marketing through “No Samjhauta” Campaign with cash price of 5 lakh and TVCs

3. Unique fairness plus protein formulation

4. Attractive packaging and beautiful mooncrest shape

5. Quality grade -1 soap with TFM and pleasant fragrance

6. Wide distribution network of Godrej with stockiest and sub-stockiest

7. Wide presence in print advertisements and outdoor media

Weaknesses

1. Stagnant market share because of extremely tough competition

2. Not able to capture premium market segment

Opportunities

1.Fairness market growing consistently in India and abroad

2. Brand extension into other segments such as creams, face wash etc.

3. South is biggest market for fairness with one third market share

4. Extension into men’s segment

Threats

1. Growing competition from both fairness soap and cream segment

2. Entrance of foreign competitors

Competition

Competitors

1. Fair and Lovely fairness soap

2. Softwash white pearl soap

3. Emani naturally fair

4. Oriflame essential fairness soap

5. Shahnaz Hussain Shah fairness soap



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