Emami Mentho Plus SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 2390

SWOT Analysis of Emami Mentho Plus with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Emami Mentho Plus

Parent Company



Health care



Tagline/ Slogan

Dus siron ka dard bhagaye


A pain relief balm possessing double unified medication of lavang and nilgiri.



Pain relief balm

Target Group

Middle aged and elderly individuals suffering from stress


Quick and effective remedy against headaches, cold, backaches, sprains and muscular pains.

SWOT Analysis


1. One of the largest brand in the category

2. Strong presence in southern India

3. Its unique positioning around the ten-headed Ravana enhances recall.

4. The Company introduced a trial pack, discount scheme (consumer promotion), packs of different denominations with attractive pricing.


1. Emami’s own brand Zandu balm also caters to the same segment giving rise to chances of cannibalisation

2. Has not been able to position it based on the Ayurvedic properties, thus little differentiation

3. Limited market share due to strong competition


1. Can expand the market through SKUs, advertisement support, trade activities and a wider distribution

2.  The segment is characterised by a small number of players and low penetration.
3. Sedentary lifestyles will create a fresh demand for pain relievers


1. Difficult to differentiate from competitor brands

2. Pain relief sprays might act as substitutes and hurt the entire category

3. Ayurvedic medicines are perceived to be less effective when it comes to providing instant relief as compared to allopathic medicines



1. Zandu balm
2. Amrutanjan balm
3. Tiger balm


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