Robin SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 1212
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SWOT Analysis of Robin with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Robin

Parent Company

Reckitt Benckiser

Category

Home Care brands - detergents

Sector

FMCG

Tagline/ Slogan

Dazzling bright clothes

USP

It imparts whiteness by optical illusion and being an inert material neither harms the cloth or skin

STP

Segment

Fabric care range

Target Group

Housewives from urban households

Positioning

A cloth whitener that protects the clothes and also gives it desired shining.

SWOT Analysis

Strengths

1. Manufactured by global giant Reckitt Benckiser
2. Quality product and excellent distribution
3. Available in over 20 countries worldwide
4.Good brand visibility in retail stores through shelf advertising

Weaknesses

1. Low market share which is largely dominated by competitors and local brands
2. Global reach is limited compared to a few other international brands

Opportunities

1. Large untapped market in rural areas
2. Consumer loyalty should be increased by providing class product
3. Tie-up with hotel chains, restaurants and corporates

Threats

1. Existing competition can initiate a price war
2. Need to have a more effective advertising strategy to penetrate into the semi-urban & rural market

Competition

Competitors

1.Ujala
2.Alwhite


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