Vim SWOT Analysis, Competitors & USP

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SWOT Analysis of Vim with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

HUL (Unilever)


Home Care Brands - Dishwashing



Tagline/ Slogan

‘Khar Khar ka moh tod jawab’;


Using natural ingredients for cleansing



Hand Dishwashing – Powder, Bar, Liquid

Target Group

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

Vim SWOT Analysis


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

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 of Vim :

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 of Vim :

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 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 3 main Vim competitors :

1.Pril (Henkel)
3.Godrej Dish Wash

The brandguide table above concludes the Vim SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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