Vim SWOT Analysis, USP & Competitors

Vim

Parent Company

HUL (Unilever)

Category

Home Care Brands - Dishwashing

Sector

FMCG

Tagline/ Slogan

‘Khar Khar ka moh tod jawab’;

USP

Using natural ingredients for cleansing

Vim STP

Segment

Hand Dishwashing – Powder, Bar, Liquid

Target Group

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

Positioning

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

Vim SWOT Analysis

Strengths

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

Weaknesses

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

Opportunities

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

Threats

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

Competitors

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