Vicco Turmeric Face wash SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 6231
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SWOT Analysis of Vicco Turmeric Face wash with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

‘Vicco Turmeric Face wash’

Parent Company

Vicco

Category

Personal care- Skin care

Sector

FMCG

Tagline/ Slogan

“vicco turmeric, nahi cosmetic”

USP

The antiseptic nature of the turmeric minimizes the acne and temporary scars resulting from acne as well as provides a natural glow to the skin.

STP

Segment

Herbal Face wash

Target Group

Young women

Positioning

specially formulated to wash away excess oil and deep-down dirt with the goodness of turmeric

SWOT Analysis

Strengths

1.  An extension of Vicco turmeric Skin cream which enjoys a very strong brand recall especially the jingle
2. Totally Ayurvedic enriched with natural do-good ingredients
3. It can be used on all the types of facial skin unlike the most face washes available in the market.

Weaknesses

1. Company has not engaged into any advertisements for the product; brand awareness is negligible
2. It is comparatively high priced and not many SKUs at different price points are available

3.The antiseptic proposition is alone not sufficient to compete in mass market skin care category

Opportunities

1. Increase visibility and push through trade promotions
2. Start advertising to create a pull for the brand
3. Making it available in smaller SKUs and at varied price points will help increasing the consumer base

Threats

1.  Intense competition leading to frequent value for money deals & discounts
2. Distribution problems due to the cluttered segment & scattered market

3. Heavy competition both from domestic as well as international brands

Competition

Competitors

1. Himalaya face wash

2. Ayur face wash



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