Promise SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 3788
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SWOT Analysis of Promise with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Promise

Parent Company

Dabur

Category

Personal Care brands - Toothpastes

Sector

FMCG

Tagline/ Slogan

Anti-Cavity toothpaste

USP

Contains natural ingredients like clove oil

Promise STP

Segment

Oral care – toothpaste

Target Group

Middle class segment especially people facing tooth problems

Positioning

Contains the time tested benefits of clove oil

Promise SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Promise :

1. Healthy and whiter teeth, prevents and treats all teeth problems
2. World's first and only toothpaste to receive international accreditation from the British Dental Health Foundation (BDHF)
3.Supported by established brand name of Dabur
4. Contains trusted natural ingredients like clove oil famous for its oral protection benefits

Weaknesses

1. Less expenditure on advertising and marketing
2.Deviated from its successful positioning of having clove oil to freshness which did not work
3.Lost focus on its strategies of promotion and positioning
4.Didn’t have the ability to cross subsidize in terms of surplus cash

Opportunities

1. Better promotion for higher visibility and improving sales
2.Expansion in other markets and export potential
3.Innovation and R&D

Threats

1.Aggressive competitors
2.Price wars
3.Loss of market share due to confused marketing

Promise Competition

Competitors

Below are the 3 main Promise competitors :

1. Colgate
2.Closeup
3.Pepsodent


The brandguide table above concludes the Promise SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.

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