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

HUL (Unilever)

Home Care Brands - Dishwashing

FMCG

‘Khar Khar ka moh tod jawab’;

Using natural ingredients for cleansing

Hand Dishwashing – Powder, Bar, Liquid

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

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

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

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

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

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

Below are the top 3 Vim competitors:

1.Pril (Henkel)
2.Odopic
3.Godrej Dish Wash