Savlon SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 5024
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SWOT Analysis of Savlon with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Savlon

Parent Company

Johnson & Johnson

Category

Personal Care- Antiseptic

Sector

FMCG

Tagline/ Slogan

Heals without hurting; Make your house a safe house

USP

Non burning antiseptic liquid

STP

Segment

Antiseptic liquid-hygiene category

Target Group

All age groups

Positioning

An antiseptic that does not hurt while healing

SWOT Analysis

Strengths

1. Brand of antiseptic liquid marketed by Johnson & Johnson
2. Clinically proven to be effective germ killer
3. Better scent and non-stinging properties
4. Plastic bottle is safer to handle

5. Has products like antiseptic liquid, wound wash, spray, bandages etc
6. Excellent advertising and brand visibility

Weaknesses

1. Lesser brand recall as compared to Dettol, which is a leader in the segment
2. Limited penetration in the rural segment, which is  huge potential

Opportunities

1. Huge consumer market to tap
2. Popular in institutional market, can strengthen its position further
3.Tie-ups with hospitals, clinics, sports clubs etc

Threats

1. Dettol which is a big player in antiseptic market
2. Competitive pricing
3. Entry of newer and cheaper substitutes

Competition

Competitors

1.Dettol
2.TCP
3.Betadine



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