Himani Fast Relief SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 1916
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SWOT Analysis of Himani Fast Relief with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Himani Fast Relief

Parent Company

Emami

Category

Health care

Sector

FMCG

Tagline/ Slogan

Dard mitaye chutki mein

USP

An Ayurvedic potent remedy for all kinds of pain

STP

Segment

Pain relief ointment

Target Group

Anyone who needs instant relief from muscular, joints and shoulder pain

Positioning

Expert in pain management, providing instant relief

SWOT Analysis

Strengths

1. Strong celebrity endorsement by Indian movie stars
2. SKUs of 2 gm and 5 gm were available at low prices help the product reach a wide consumer cross-section.
3. Emami widened its scope from just a product for backaches to other applications

4. Appointing sportstars for endorsements would help in differentiation

5. Good distribution and availability owing to parent company

Weaknesses

1. Pain relief products are not aspirational but necessary items. Thus, less connect with the audience due to celebrity endorsements.
2. Temporary relief from such products means people often seek proper medical treatment

Opportunities

1. The segment is characterised by a small number of players and low penetration.
2. Sedentary lifestyles will create a fresh demand for pain relievers.
3. It can extend its northern dominance to the southern, eastern and western markets by  creating an extensive distribution network

Threats

1. Brands like Iodex which have been there for long pose considerable threats
2. It holds limited  market share, thus cannot contribute to growing the category alone
3.Ayurvedic medicines are perceived to be less effective when it comes to providing instant relief as compared to allopathic medicines

Competition

Competitors

1. Moov
2. Iodex
3. Volini



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