Wella SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 4875
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SWOT Analysis of Wella with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Wella

Parent Company

Procter and Gamble

Category

Personal Care brands- Cosmetics

Sector

FMCG

Tagline/ Slogan

Trends by Wella

USP

One of the largest hair care companies in the world

STP

Segment

Higher priced segment of the personal care market

Target Group

Women and men seeking products for hair care and personal care

Positioning

Sets new trends with its innovative products

SWOT Analysis

Strengths

1. Strong product development program which enables it to maintain a healthy pipeline of products
2. Strong distribution network with presence in stable and mature markets as well as growing, dynamic markets
3. Innovative, introduced Koleston – the first cream haircolor in the world
4. Support of P&G –benefits from P&G’s extensive distribution network and marketing strengths

Weaknesses

1. Weak financial performance
2. Usage of chemicals in various hair care products which are taken to be harmful by some customers in the category(for all brands of hair color)
3.High service costs involved

Opportunities

1. High growth potential for male grooming products
2. Growth in emerging markets
3.Introduction of new products in its various categories

4. Extending the brand portfolio and at the same time focusing on the segment of higher priced international prestige fragrances

Threats

1. Growing demand for private label cosmetics and hair care products
2.Consumer protection issues regarding use of chemicals in various cosmetic products
3.Aggresive competitors and price wars

Competition

Competitors

1. L’Oreal
2. Schwarzkopf
3. Unilever
4. Garnier



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