Scholl SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 2559
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SWOT Analysis of Scholl with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Scholl

Parent Company

Reckitt Benckiser

Category

Personal Care Brands- Health

Sector

FMCG

Tagline/ Slogan

Great feet feeling

USP

One of the biggest brands in Foot care market sector

STP

Segment

Foot care Segment

Target Group

Females demographic 18-50yrs

Positioning

Good product specially for women who are looking for foot care

SWOT Analysis

Strengths

1. Good product quality and strong backing of the RB brand

2.Very strong customer loyalty and name brand recognition among repeat purchase customers.

3.Product placement in high visibility areas in multiple types of retailers .

4.Excellent and stable sales staff

5.Multiple advertising vehicles, and a substantial advertising budget.

6.Established distribution channels and good availability

Weaknesses

1.Products similar to those offered by competitors hence brand switching

2.Higher price point compared to other company products

Opportunities

1. Larger percentage of females in the workplace requiring to be dressed professionally for business

2. Women have a much greater selection of footwear in their wardrobe, thus enhancing the number of unit sales

3.New technology allowing for much greater comfort

4. Introduction of the brand to a new client base

Threats

1. Traditionally brand not appealing to the younger market

2. Non branded versions of the product taking market share

3.Price competition

4.Changes in styles of dress

5.Economic downturn resulting in decrease sales of dress shoes

Competition

Competitors

1. Krack cream

2.Nevo

3.Neutrogena



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