Persil SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 3276
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SWOT Analysis of Persil with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Persil

Parent Company

Henkel Ltd

Category

Laundry & Home Care

Sector

FMCG

Tagline/ Slogan

Dirt is Good

USP

The brand has tried to communicate altruistic values by encouraging children to play outdoors and not worry about getting dirty. Washing clothes becomes a pleasure and stains don’t stand a chance

STP

Segment

All users of Laundry & Home Care, Beauty Care and Adhesive Technologies

Target Group

Household users especially families with kids( Mass, Middle & Premium class)

Positioning

The brand stands for fibre deep cleanliness and perfectly cared for laundry

SWOT Analysis

Strengths

1. High Brand awareness. Association with Unilever and Henkel both gives the brand superior recognition and favourable launches in various countries

2. A definite emotional connect with the consumer with encouragement for kids to be involved in outdoor activities and an environment friendly attitude

3. Technical expertises and innovations. The brand’s innovation like soap powder with a bleaching agent,tablets and capsules have managed to change the face of industry many times

4. Good brand visibility and distribution

Weaknesses

1. A unique situation where the brand is owned by 2 giants in Henkel & Unilever and therefore has to compete with the other brands of its parent companies
2. Too much focus on emerging markets has shifted the focus from its established markets and led to market share losses to competitors

3. Henkel brands have focussed more on product technology and tried to sell developed products rather than sell needed products

Opportunities

1. Industry reports suggest interest in eco friendly products is likely to increase thus giving Persil to leverage one of its strength especially in Europe
2.Introduction of new line of products for its existing products like Persil-gel along with Persil can increase sales

Threats

1.The slump in growth of world economy especially Europe

2. The rise in fuel cost especially due to war like conditions in Africa is a cause of rise in costs
3.FMCG sector is facing price wars from major players, which leads to reduction in profit margins

Competition

Competitors

1.Ariel

2. Tide

2. Household detergents used especially in rural sector



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