Himani Boro Plus Antiseptic Cream SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 6877
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SWOT Analysis of Himani Boro Plus Antiseptic Cream with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Himani Boro Plus Antiseptic Cream

Parent Company

Emami

Category

Personal care- Skin care

Sector

FMCG

Tagline/ Slogan

Safed tika, taki sardi ki nazaar na lage

USP

Value-added cream, offering medicinal and cosmetic properties, with antiseptic and moisturising benefits.

STP

Segment

Herbal skin cream

Target Group

All age groups for skin care

Positioning

As an antiseptic cream and a protector from minor skin diseases and harsh weather conditions.

SWOT Analysis

Strengths

1.  Strong brand recall
2. Twin benefits of antiseptic and cosmetic

3. Totally Ayurvedic enriched with natural do-good ingredients
3. Innovative communication strategy for promoting the product in rural Bengal through ‘Jatra’ sponsorship.
4.Celebrity Endorsements by Indian movie stars help establish strong brand recall and loyalty

5. Good availability and distribution

Weaknesses

1. Mostly perceived as an antiseptic product and not used for cosmetic benefits by users
2. The antiseptic proposition is alone not sufficient to compete in mass market skin care category

Opportunities

1.  Untapped rural markets in UP, Bihar, MP etc in India
2. With strong international presence in Russia, Ukraine and Nepal, can be expanded to newer markets
3. Making it available in smaller SKUs and at varied price points will help increasing the consumer base

Threats

1.  Intense competition leading to frequent value for money deals & discounts
2. Low import duty enables entry to many foreign players
3. Distribution problems due to the cluttered segment & scattered market

4. Spurious look-alike brands

Competition

Competitors

1. Boroline

2. Borosoft



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