Ariel SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 15785

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


Parent Company

Procter and Gamble


Home Care brands - detergents



Tagline/ Slogan

Sirf yaadein taaza rakhe, daag nahi


The product has been in the market for many decades and has established its image as the product which can remove dirtiest and difficult to remove  stains



Premium product – People who want quality and are ready to pay more price for good quality product

Target Group

Upper middle class and rich class of the society


Positioned by the special attributes it possesses of cleaning the dirtiest stains by micro cleaning system in the product

SWOT Analysis


1. World leader in detergent segment
2. Quality detergent – can remove the toughest stains
3. Has made a strong base in the mind of users by various innovations in marketing
4. 1st to introduce fragrances in the market


1. Various lower priced products available in the market
2. Strong competitors


1. 5700 crore detergent market
2.Big untapped rural market
3.Can use its brand imprint in the minds of people to increase its customer base


1.Counterfeit products in rural areas
2.Aggressive price competition
3.Ambush marketing harming the products reputation



1. Surf Excel
3.Nirma Ltd

The table above concludes the Ariel SWOT analysis along with its marketing and brand parameters.


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