Ariel SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 15785
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SWOT Analysis of Ariel with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Ariel

Parent Company

Procter and Gamble

Category

Home Care brands - detergents

Sector

FMCG

Tagline/ Slogan

Sirf yaadein taaza rakhe, daag nahi

USP

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

STP

Segment

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

Positioning

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

SWOT Analysis

Strengths

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

Weaknesses

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

Opportunities

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

Threats

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

Competition

Competitors

1. Surf Excel
2.Henkel
3.Nirma Ltd


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

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