Bajaj Almond Hair Oil SWOT Analysis, USP & Competitors

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SWOT Analysis of Bajaj Almond Hair Oil with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Bajaj Almond Hair Oil

Parent Company

Bajaj Corp Ltd

Category

Hair care (Hair oil)

Sector

FMCG

Tagline/ Slogan

Nourished hair. Stylish you.

USP

Provides quality with style

STP

Segment

Hair oil segment

Target Group

Women who want their hair to shine and look good, maintaining quality at the same time

Positioning

A hair oil which nourishes your hair and maintains style at the same time

SWOT Analysis

Strengths

1. Well known brand in India

2. A good distribution network
3. Non-stickiness adds to the product value

4. Packaging ensures its almond oil proposition is well visible

5. Good brand visibility owing to TVCs and print ads

Weaknesses

1. Has an image of being used by elderly ladies, i.e. not too common amongst urban youth

2. Priced at a premium to other hair oils due to which it loses out on the lower middle class market share

Opportunities

1. To use non-traditional promotional strategies in order to penetrate the market
2. Introduce sachets and other price points which shall help introduce it to the price conscious lower middle class female (market entry)

3. Try to introduce a packaging which not only speaks of its almond oil proposition but also doesn’t break that easily

Threats

1. The Indian consumer is moving towards shampoos
2. Foreign players coming up with better hair care products

Competition

Competitors

1. Dabur Vatika
2. Dabur India
3. Parachute

4. Schwarzkopf


The table above concludes the Bajaj Almond Hair Oil SWOT analysis along with its marketing strategy and brand parameters.

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