Harpic SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 4554
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SWOT Analysis of Harpic with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Harpic

Parent Company

Reckitt Benckiser

Category

Home Care brands

Sector

FMCG

Tagline/ Slogan

Cleans round the bend

USP

Number one toilet cleaner since more than 80yrs.

STP

Segment

Homecare- Toilet cleaner segment

Target Group

Urban households, restaurants, hotels, corporates etc

Positioning

Powerful cleaning; Expert in lavoratory care

SWOT Analysis

Strengths

1. Strong backing of the company

2. Market leader in toilet care category
3. Good brand promotion by advertising and other media
4. Good distribution channel that ensures brand presence

5. One of the most popular brand in the cleansing market

Weaknesses

1. Tough competition means limited market share growth

2. Fake products with similar names affects brand presence

Opportunities

1.Still major market not tapped
2.Should extend in rural market
3.Bring variety in products

Threats

1.Local players offering at low price
2.Substitues such as detergents available for cleaning
3.Increase in low cost private labels

Competition

Competitors

1.Sanifresh
2.Lizol (Lysol)
3.Prestine

4.Domex



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