Dermicool SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 3703
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SWOT Analysis of Dermicool with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Dermicool

Parent Company

Paras Pharmaceuticals

Category

Prickly heat powder

Sector

FMCG

Tagline/ Slogan

Aaya mausam thande thande Dermicool ka, Ghamoriyaan chhoomantar

USP

Dual action – Bacteriostatic formula plus cooling effect

STP

Segment

Prickly heat talc powder

Target Group

People who sweat a lot during summers but want to evade the side-effects of the same (body odor problems)

Positioning

As a prickly heat powder which provides instant relief and a cooling effect removing irritation and also kills the bacteria, thus providing both a healthy and an convenient option

SWOT Analysis

Strengths

1. Paras pharmaceuticals’ strong distribution network
2. Good advertising and visibility through ads
3. Many variants and SKUs help reach wider consumer base
4. Good product quality and packaging

5. Brand recall is high due to good marketing exercises involving celebrity brand ambassadors

Weaknesses

1. Intense competition means limited market share and limited margins
2.A seasonal product, hence sales goes down significantly during winters

Opportunities

1. Tie-ups with beauty clinics, gymnasiums, sports academies etc
2. Explore the untapped rural market

Threats

1. Increasing competition as many companies trying to enter into this segment
2. Cheap imitation products

Competition

Competitors

1. Nycil
2. Shower to Shower
3. Boro plus prickly heat powder

4. Sundeo summer powder



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