Hamam SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 6394
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SWOT Analysis of Hamam with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Hamam

Parent Company

HUL

Category

Personal Care - Soap

Sector

FMCG

Tagline/ Slogan

“Suraksha ka pyaara bandhan”

USP

Hamam brings alive the wisdom behind time-less skincare rituals in convenient and contemporary formats

STP

Segment

Personal Care – Soap with natural ingredients

Target Group

Family soap

Positioning

Complete natural and mild family soap

SWOT Analysis

Strengths

1. First soap to make use of natural ingredients
2. 25% market share in state of Tamil Nadu
3. Available in three variants - Sampoorna Snaan, Hamam Scrub Bath and Abhyanga Snaan
4. Soap embodies traditional skincare practices
5. Popular advertising and marketing, and good distribution

Weaknesses

1. Focus only on the use of natural ingredients in soap, and not on the direct advantages as such of using it
2.Perceived to be an herbal soap instead of a natural soap
3. Weak brand in terms of branding as compared to other soaps

Opportunities

1. Hamam has a heritage for using ancient time-tested rituals for skin care in its soap
2. Cheap price, can target a wider range of market
3.Hamam Soap is highly recommended to allergic patients and people suffering from skin problems
4. Tie-ups with hotels, restaurants, institutions

Threats

1. Dominance only in southern states, especially Tamil Nadu. Weak presence in other parts of the country
2.Stiff competition from various brands offering the same ingredients and benefits

Competition

Competitors

1. Medimix



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