Emami Malai Kesar Cold Cream SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 2580
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SWOT Analysis of Emami Malai Kesar Cold Cream with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Emami Malai Kesar Cold Cream

Parent Company

Emami

Category

Skin care

Sector

FMCG

Tagline/ Slogan

Khulke khelo

USP

An ingredient driven brand which provides the goodness of time-tested natural ingredients ‘malai’ and ‘kesar

STP

Segment

Cold creams

Target Group

Urban middle class Women who are looking for natural ways to protect their skin

Positioning

Special formulation for Winter protection along with glowing fairness

SWOT Analysis

Strengths

1. The only cold cream with ‘malai’ a time tested natural product known for its moisturizing and nourishing qualities

2. All natural ingredients, thus no side-effects
3. Conducted various on-ground promotional activities to increase awareness

4. It has targeted the subcategory of natural cold creams which were not present in the market before

5. Good marketing through ads and availability across all stores

Weaknesses

1. Limited market share and SKUs
2. Not considered as  a superior winter cream to other cold cream brands
3. No celebrity endorsements could hurt its image especially when all other brands use celebrities

Opportunities

1. It can grow further from the limited market share it currently enjoys
2. The presence of aloe vera that imparts sun protection can also be focused on
3. Sales can be increased by more POP and shelf displays since this category of products often exhibit  impulse buying behavior

Threats

1. Launched in 2007, it is a relatively new product in the market
2. Cold cream market is cluttered, making it very difficult to gain more market share
3.All the major players have started investing in aggressive marketing for the cold cream segment

Competition

Competitors

1. Nivea
2. Ponds
3. Dabur Gulabari



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