Himani Navratna Oil SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 4590
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SWOT Analysis of Himani Navratna Oil with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

‘Himani Navratna oil’

Parent Company

Emami

Category

Haircare

Sector

FMCG

Tagline/ Slogan

‘Sirdard, Tension, Anidra aur Thakan Jao Bhool - Raho Thanda Thanda Cool Cool’

USP

A potent therapeutic oil, prepared from a combination of nine Ayurvedic herbs, provides stress relief, relaxation and a sense of rejuvenation.

STP

Segment

Therapeutic Hair oil

Target Group

Masses, especially young and middle aged men who suffer from a day to day stressful life

Positioning

It can rejuvenate you if stressed

SWOT Analysis

Strengths

1. Market leader in its category with around 50% market share
2. Endorsements by Amitabh Bacchan, Shahrukh Khan throughout India and by Chiranjeevi, Surya and Upendra in South India have helped establish a high brand recall

3. Company has invested on product innovations and launched Navratna Oil Lite, Navratna Extra thanda oil. This has benefited the brand immensely.

4. Company has been strong both in ATL as well as BTL activities. Activation programs conducted through rural vans, participation in

rural festivals, congregations, wet sampling initiatives at railway stations, BPOs, religious places, factories, bus terminals, ghats etc to demonstrate efficacy have increased product trials and awareness

Weaknesses

1. The celebrity presence seems to overshadow the brand proposition, thus the brand message gets lost and only celebrity recall is there.

Opportunities

1. Introduction of newer variants would help better penetration in both rural and urban markets

2. The brand can look for additional promotion through extensive wall paintings, dealer boards, hoardings and shop presence especially in the rural markets.

Threats

1. The modern day youth prefer taking medicines for headaches and such other ailments and shy away from using oils.
2. With almost all the competitors offering similar benefits, celebrity endorsements alone might not provide competitive edge over a long term

Competition

Competitors

1. Himgange

2. Marico Maha Thanda

3. Dabur Super Thanda

4. Banphool

5. Rahat Rooh



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