Finish SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 2562
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SWOT Analysis of Finish with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Finish

Parent Company

Reckitt Benckiser

Category

Home Care brands

Sector

FMCG

Tagline/ Slogan

Finish - The Diamond standard of dishwashing ; Join the Finish revolution

USP

Powerful solution for dish washing problems.

STP

Segment

Dishwasher/home care segment

Target Group

Housewives from urban households

Positioning

A powerful dishwasher solution that saves water, energy and time.

SWOT Analysis

Strengths

1. Various products available in powder & Gel form
2. Recommended by leading dishwasher manufacturers
3. Diverse range of products, from simple cleaning to a sparkling shine
4. Finish form R&B is available in approx 75 countries, making is a leader in the segment

Weaknesses

1. Despite being a widely available product, brand awareness is limited
2. High brand witching amongst customers due to make options available, hence limited loyalty

Opportunities

1. Huge scope for expansion of dishwasher market in emerging economies
2. Brand name of Finish will help it associate with Dishwasher manufacturers and sell its product
3. Tie-ups wit hotel chains, restaurants etc

Threats

1. Washing powders used as dishwashers.
2. Not much scope for active advertising due to low penetration levels

Competition

Competitors

1. Vim
2. Dishmatic
3. Fortune



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