Godrej Fair Glow SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 3324

SWOT Analysis of Godrej Fair Glow with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Godrej Fair Glow

Parent Company

Godrej Consumer Products


Personal care brands- skin care



Tagline/ Slogan

Gorepan se no samjhauta


First fairness soap with moisturisation; Fairness + Proteins



Beauty and fairness conscious people

Target Group

College going and teenage girls


Complexion soap

SWOT Analysis


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


1. Stagnant market share because of extremely tough competition

2. Not able to capture premium market segment


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


1. Growing competition from both fairness soap and cream segment

2. Entrance of foreign 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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