Schwarzkopf SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 4534
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SWOT Analysis of Schwarzkopf with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Schwarzkopf

Parent Company

Henkel

Category

Hair Care

Sector

FMCG

Tagline/ Slogan

Professional hair care for you

USP

A hair care brand that caters to all kinds of solutions to your hair problems

STP

Segment

Hair care products

Target Group

The urbane socialite or upper middle class female who wants proper care for her hair

Positioning

A hair care company which ensures not only proper quality for your hair but trend and style as well

SWOT Analysis

Strengths

1. Unique positioning and strong brand image
2. Diverse range of products for hair care including shampoo, color, treatment etc
3. Superior quality and good packaging of products

4. Strong backing of parent company

5. Association of the brand with Hollywood celebrities adds more value to the brand

Weaknesses

1. Perceived to be expensive hence limited target audience
2. Limited awareness in emerging economies about the brand

Opportunities

1. To tap the lower end of the market by introducing products catering to that segment (flanking)
2. Introduce non-traditional promotional activities to create a word of mouth and increase visibility in stores

Threats

1. From Indian competitors which have higher visibility

2. Competes in a category where switching cost is low

Competition

Competitors

1. Bajaj Almond Hair Oil
2. Dabur Amla
3. Pantene

4. Heads & Shoulders

5. Sunsilk



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