Purex SWOT Analysis, USP & Competitors

Purex

Parent Company

Henkel

Category

Soap & Detergents

Sector

FMCG

Tagline/ Slogan

Pureclean. Purevalue. Purex.

USP

A washing detergent which combines the cleansing advantages of bleach & washing powder

Purex STP

Segment

Soap & Detergents

Target Group

Upper middle class

Positioning

A washing detergent which combines the cleansing advantages of bleach & washing powder and provides complete value-for-money

Purex SWOT Analysis

Strengths

1. A renowned brand name worldwide
2. Bleaching characteristics differentiate it from its competitors
3. Strong in technology and R&D

4. Strong backing from parent company means good distribution

Weaknesses

1. An image that it fades clothes fast
2. Weak foot-hold in emerging economies
3. Legal issues due to brand wars

Opportunities

1. Target emerging countries which has one of the largest potentials in the detergent market
2. Use non-traditional means of promotions to tap a significant market share
3.Introduction of better variants by technology development and innovations
4. Niche target market
5. Differentiate itself from other market players using the bleaching phenomenon and promoting the same

Threats

1. High competition from competitors

2. Low profit margins in detergent sector
3.Threat from existing and new players in the market

Purex Competition

Competitors

1. TIDE
2. Surf Excel
3.Rin

4. Ariel