Calgon SWOT Analysis, USP & Competitors

Calgon

Parent Company

Reckitt Benckiser

Category

Home Care brands

Sector

FMCG

Tagline/ Slogan

Washing machines live longer with Calgon; Calgon, take me away!

USP

The most trusted water purifier

Calgon STP

Segment

Water softner segment

Target Group

Urban middle class Housewives, industrialists

Positioning

Maximum limescale protection

Calgon SWOT Analysis

Strengths

1. RB has a tradition to bring innovative and high quality products
2. First of its kind to convert hard water into soft water
3. Brand presence due to wide distribution network
4. Good brand reputation and availability through multi-brand retails

Weaknesses

1. Brand recall is not very high as people usually buy only detergents and not water softeners
2. Low penetration of Water softener segment in few areas

Opportunities

1.To bring variety in form of drops, small sachets and other types
2.To target each and every region to use the product
3. Tie-up with detergent brands for better promotion

Threats

1.Substitues and me too products
2.Not much scope for huge quantity use

Calgon Competition

Competitors

1.Kinetico
2.Sears
3.Kenmore