Himani Navratna Oil SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Emami

Haircare

FMCG

‘Sirdard, Tension, Anidra aur Thakan Jao Bhool - Raho Thanda Thanda Cool Cool’

A potent therapeutic oil, prepared from a combination of nine Ayurvedic herbs, provides stress relief, relaxation and a sense of rejuvenation.

Therapeutic Hair oil

Masses, especially young and middle aged men who suffer from a day to day stressful life

It can rejuvenate you if stressed

Below are the Strengths in the SWOT Analysis of Himani Navratna Oil:

1. Market leader in its category with around 50% market share
2. Endorsements by Amitabh Bacchan, Shahrukh Khan throughout India and by Chiranjeevi, Surya and Upendra in South India have helped establish a high brand recall

3. Company has invested on product innovations and launched Navratna Oil Lite, Navratna Extra thanda oil. This has benefited the brand immensely.

4. Company has been strong both in ATL as well as BTL activities. Activation programs conducted through rural vans, participation in

rural festivals, congregations, wet sampling initiatives at railway stations, BPOs, religious places, factories, bus terminals, ghats etc to demonstrate efficacy have increased product trials and awareness

Here are the weaknesses in the Himani Navratna Oil SWOT Analysis:

1. The celebrity presence seems to overshadow the brand proposition, thus the brand message gets lost and only celebrity recall is there.

Following are the Opportunities in Himani Navratna Oil SWOT Analysis:

1. Introduction of newer variants would help better penetration in both rural and urban markets

2. The brand can look for additional promotion through extensive wall paintings, dealer boards, hoardings and shop presence especially in the rural markets.

The threats in the SWOT Analysis of Himani Navratna Oil are as mentioned:

1. The modern day youth prefer taking medicines for headaches and such other ailments and shy away from using oils.
2. With almost all the competitors offering similar benefits, celebrity endorsements alone might not provide competitive edge over a long term

Below are the top 5 Himani Navratna Oil competitors:

1. Himgange

2. Marico Maha Thanda

3. Dabur Super Thanda

4. Banphool

5. Rahat Rooh