Amway Attitude SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 11962
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SWOT Analysis of Amway Attitude with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Amway Attitude

Parent Company

Amway and Alticor

Category

Personal care brands- skin care

Sector

FMCG

Tagline/ Slogan

That’s my attitude

USP

Premium range skin care products

STP

Segment

Skin care

Target Group

Middle and upper class women

Positioning

Premium range of skin care products

SWOT Analysis

Strengths

1. Sturdy and classic packaging
2. The cleansers, moisturizers and toners are specifically prepared for dry and oily skin.
3. All Attitude products contain Skin Vitalizing Complex.
4. Wide range of products for all skin types

5. Coconut water is the constituent of all products

Weaknesses

1. Availability of product is an issue
2.Priced bit on higher side
3. Not much of TV advertisement or brand ambassador, only mode of communication is word of mouth

Opportunities

1. Increase the availability of product in international markets
2. Using various medium of communication like it is international brand; online can be a good platform
3. Can tie up with chains of beauty saloons

Threats

1. Increasing competition in both national and international markets
2. Switching cost is low
3. Replacement by local products

Competition

Competitors

1. Loreal

2. Ayur
3.Neutrogena

4. VLCC

5. Nivea

6. Biotique

7. Clean and Clear


The table above concludes the Amway Attitude SWOT analysis along with its marketing strategy and brand parameters.

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