Amway Satinique SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 3558
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SWOT Analysis of Amway Satinique with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Amway Satinique

Parent Company

Amway and Alticor

Category

Personal care brands- Hair care

Sector

FMCG

Tagline/ Slogan

Repair, strengthen and protect in one use

USP

Two products shampoo and conditioner in one

STP

Segment

Personal care- hair care

Target Group

Middle and higher income females

Positioning

Repair, strengthen and protect hair

SWOT Analysis

Strengths

1. Contain the exclusive Ceramide Infusion System
2. Satinique replaces lost lipids and moisture, rebuilding damaged hair, in one use
3. Hair Stylists also use this product commercially and professionally
4. Available in small size packaging and sachets

5. It is suitable for everyday use and for all hair types including coloured and chemically treated hair

6. Naturally derived cleansers from Oat, Kelp and Soap Wort

7. Large number of products from serum, hair polish, detangler, gel, sprays etc.

8. Use nature exclusive renewing technology

Weaknesses

1. Distribution is only through Amway business agents
2. Product priced on higher end compared to a few competitors
3. Limited brand recall as compared to popular hair care brands

Opportunities

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

Threats

1. Market already captured by large multinational companies which have strong distribution in all the countries
2.Switching cost is low

Competition

Competitors

1. Avon
2.Dove Soap
3.Sunsilk

4. Pantene

5. Himalaya

6. Suave



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