Brasso SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 1513
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SWOT Analysis of Brasso with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Brasso

Parent Company

Reckitt Benckiser

Category

Home Care brands - Metal Polish

Sector

FMCG

Tagline/ Slogan

The new liquid metal polish

USP

Works well on Brass, Copper, Stainless, Chrome, Aluminum, pewter and bronze

STP

Segment

House Care - Metal Polish

Target Group

Urban & Semi-urban population; Commercial users

Positioning

Multi -purpose metal  polish  for  cleaning and polishing brass,

pewter, chrome, copper and stainless steel.

SWOT Analysis

Strengths

1. A 100 year old brand - High recollection value
2. Can be used on a variety of metal surfaces
3. Has expanded to be used for cleaning CDs/DVDs & screens
4. Good distribution and availability due to R&B’s global network
5. Available in over 30 countries

Weaknesses

1. Limited advertising on TVCs and print ads compared to other R&B products
2. Not much market presence in emerging markets like India, where traditional polishes still used

Opportunities

1. High demand for specialised polishes in the market
2. To be used for cleaning screens, mobile pads in new products
3. More penetration through better advertising and band visibility

Threats

1. Availability of cheap imitations & other products
2. Not much used commercially where it can have the maximum presence
3. Not much visibility for the product owing to low advertising spends

Competition

Competitors

1. Inox
2. Dr. PLUS



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