Vicco Laboratories SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 2134
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SWOT Analysis of Vicco Laboratories with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

‘Vicco Laboratories’

Parent Company

Vicco

Category

Consumer Products, Food & Beverages

Sector

FMCG

Tagline/ Slogan

None

USP

Herbal Ayurvedic products

STP

Segment

Products and services for daily needs

Target Group

All Indian households especially middle class

Positioning

Products based on Ayurveda, Indian ancient science and no harmful chemicals

SWOT Analysis

Strengths

1. Vicco had built up strong brand equity. Its ad jingle "Vicco Turmeric nahin cosmetic..." will bring instant recall to a large section of Indian consumers.

2. Strong brands in its portfolio; Vicco turmeric cream, Vicco vajradanti powder

3. Significant presence in international markets

Weaknesses

1. It will have to change its traditional approach to branding to remain contemporary and reach out to young

2. Traditional packaging, branding and advertisements which has led to its brand losing relevance for the today’s generation

Opportunities

1. Consumers are becoming more aware about harmful effects of chemicals and gradually shifting towards natural products

2. Related diversification into growing categories

3. With growth in modern retail, it should look into opportunities of how to cater to this channel

Threats

1. Intense and increasing competition amongst other FMCG companies
2. FDI in retail thereby allowing international brands and increasing bargaining power of big retailers which could negotiate for better margins
3. Competition from unbranded and local products

Competition

Competitors

1. Dabur

2. Himalaya

3. Shahnaz



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