Vicco Vajradanti Powder SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 1660
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SWOT Analysis of Vicco Vajradanti Powder with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Vicco Vajradanti Powder

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 toothpowder

Target Group

Lower and middle class in rural areas

Positioning

Strengthsens the gums by allowing the essences from 20 rich herbs to percolate down the gum layers. to be used with toothpaste- The 'twin therapy' rejuvenates teeth and gums to give a never fading smile

SWOT Analysis

Strengths

1. A heritage brand with the trust of Vicco associated to it.
2. Natural ingredients so no harmful side-effects and totally chemical free.

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. The brand is widely available in the rural areas

Weaknesses

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

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

Opportunities

1. Strengthen the position in rural markets where people still use toothpowders.

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

Threats

1. People in urban areas no longer use toothpowders.
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 Dantmanjan
2. Colgate Toothpowder

3. Meswak



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