Mediker SWOT Analysis, USP & Competitors

Mediker

Parent Company

Marico

Category

Personal Care brands- Haircare

Sector

FMCG

Tagline/ Slogan

Sunday to Sunday; Removes lice painlessly; Ab bachpan 100% natural

USP

Mediker Anti-Lice Treatment has transformed lice removal into a painless activity

Mediker STP

Segment

Niche Segment for lice-problem in haircare segment

Target Group

Children and adults having problem of lice in hair

Positioning

Brand has moved to a more emotional /social platform for positioning. The brand is directly addressing the mother's concern about the child's interaction with others and the worry of getting infected by lice

Mediker SWOT Analysis

Strengths

1. Unique value proposition to solve problem of lice and act as a conditioner of hair
2. The brand is a leader in this niche with the maximum market share
3. Brand Value Support if Marico
4. Excellent distribution due to Mario’s network

Weaknesses

1. Target market is niche
2.Lacks long term perspective of expansion
3.Limited marketing compared to other brands

Opportunities

1.Launch medikar in (shampoo+conditioner) variant
2.Expand to global markets especially in neighboring countries

3.Extend into lucrative anti-dandruff category

Threats

1. Low entry barriers
2. Possible competition from global players
3.Uncertainity in demand

Mediker Competition

Competitors

1.Lice Comb
2. Local and other ayurvedic products