Vicco Vajradanti Paste SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 3601
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SWOT Analysis of Vicco Vajradanti Paste with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Vicco Vajradanti Paste

Parent Company

Vicco

Category

FMCG

Sector

Oral care

Tagline/ Slogan

Ayurvedic jadibootiyo se bana sampoorna swadeshi

USP

Contains the pure extracts of 20 herbs and barks, tested over generations, that have been blended into a potent combination that not only cleans teeth, but also protects and strengthens them

STP

Segment

Medicated toothpaste

Target Group

Lower and middle class in rural areas

Positioning

Gives strong gums, which makes the bite mighty, which no cosmetic toothpaste can ever give.

SWOT Analysis

Strengths

1. A heritage brand with the trust of Vicco associated to it.
2. Natural ingredients

3. Strong brand recall- it being amongst the first to advertise, sonic branding has been very successful, people still remember it by its jingle

4. Good availability in the rural and semi-urban areas

Weaknesses

1. Vicco is not advertising and promoting the product aggressively now

2. Less brand awareness in urban and semi-urban areas, which is also potential target group

Opportunities

1. Can target urban population with rising consciousness for natural chemical free products.

2. Re-enter the consumer mindspace by starting advertisements again keeping the same jingles.

Threats

1. Not much awareness in the market regarding the effectiveness of the product.
2. Lot of competition in the market from regular toothpaste brands.

3. With rising incomes, people have started migrating from inexpensive local brands and prefer international brands

Competition

Competitors

1. Dabur Lal Toothpaste
2. Colgate

3. Meswak



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