Active Wheel SWOT Analysis, Competitors & USP

Active Wheel

Parent Company

HUL

Category

Home Care Brands - Detergent

Sector

FMCG

Tagline/ Slogan

Nimbu ki shakti aur hazaro phoolo ki khushboo; mehangi wali dhulai budget mein samai

USP

Transforming even as tedious a chore as laundry into a delightful experience

Active Wheel STP

Segment

Detergents – Powder & Bars

Target Group

Consumers at the mass end of the detergent segment

Positioning

India’s largest detergent brand, Wheel, aims to bring delight back into the lives of lacs of women across India, by giving them a magical wash experience of lemons and thousands of flowers.

Active Wheel SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Active Wheel. Strengths are:

1. Largest selling detergent brand in India
2. Bollywood stars as Brand Ambassadors (Salman Khan)
3. Effective Cleaning with least effort

4. Efficient distribution system by HUL

Weaknesses

Here are the weaknesses of Active Wheel :

1. People in rural areas still prefer low frills brands as this is slightly higher priced

Opportunities

Following are the Opportunities of Active Wheel :

1. Further promotion campaigns to penetrate into the un-organized rural India market.
2. Smaller packages to tap rural areas

Threats

The threats of Active Wheel are as mentioned :

1.  Competition from local players in the market
2.  Price Sensitive Market Segment
3. Presence of international detergent brands

Active Wheel Competition

Competitors

Below are the 3 main Active Wheel competitors :

1.  Surf Excel
2.  Rin
3.  Nirma Ltd