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Vim SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Vim analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Vim SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Vim to benchmark its business & performance as compared to the competitors and industry. As of 2020, Vim is one of the leading brands in the FMCG sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Vim competitors and includes Vim target market, segmentation, positioning & Unique Selling Proposition (USP).

Vim SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Vim Brand Analysis
Parent Company

HUL (Unilever)


Home Care Brands - Dishwashing



Tagline/ Slogan

‘Khar Khar ka moh tod jawab’;


Using natural ingredients for cleansing

Vim Segmentation

Hand Dishwashing – Powder, Bar, Liquid

Vim Target Market

Powder & Bar for the mass market and Liquid dish wash for urban upper middle class homes

Vim Positioning

Dishwashing branding using natural ingredients like lemon, giving Stain Removing benefits to the consumer

Vim SWOT Analysis
Vim Strengths

Below are the Strengths in the SWOT Analysis of Vim:

1. Market leader in dish washing products in India
2. Use of natural ingredients like lemon
3. Cleans all bacteria from utensils
4. Stain Cutter’ technology cleans even the toughest greases on utensils
5. Good advertising, brand visibility and excellent distribution
6. Vim is sold in four continents, is the leading hand dishwashing brand in 20 countries, and is available to more than 2 billion people around the world

Vim Weaknesses

Here are the weaknesses in the Vim SWOT Analysis:

1.Liquid dish wash still dominant only in urban areas
2. Unable to tap rural areas since slightly higher priced as compared to local brands

Vim Opportunities

Following are the Opportunities in Vim SWOT Analysis:

1. Rural India provides a tremendous Market potential
2.Poly coated Vim Bar prevents the bar getting soggy
3.Market trend shifted from powder to bar and now towards liquid dish wash

Vim Threats

The threats in the SWOT Analysis of Vim are as mentioned:

1. Price Sensitive and Volume Driven Market Segment
2. Regular re-launches of the product to gain market share
3. Continuous product development essential

Vim Competition

Below are the top 3 Vim competitors:

1.Pril (Henkel)
3.Godrej Dish Wash

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Vim. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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