Wella SWOT Analysis, USP & Competitors

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


Parent Company

Procter and Gamble


Personal Care brands- Cosmetics



Tagline/ Slogan

Trends by Wella


One of the largest hair care companies in the world



Higher priced segment of the personal care market

Target Group

Women and men seeking products for hair care and personal care


Sets new trends with its innovative products

SWOT Analysis


1. Strong product development program which enables it to maintain a healthy pipeline of products
2. Strong distribution network with presence in stable and mature markets as well as growing, dynamic markets
3. Innovative, introduced Koleston – the first cream haircolor in the world
4. Support of P&G –benefits from P&G’s extensive distribution network and marketing strengths


1. Weak financial performance
2. Usage of chemicals in various hair care products which are taken to be harmful by some customers in the category(for all brands of hair color)
3.High service costs involved


1. High growth potential for male grooming products
2. Growth in emerging markets
3.Introduction of new products in its various categories

4. Extending the brand portfolio and at the same time focusing on the segment of higher priced international prestige fragrances


1. Growing demand for private label cosmetics and hair care products
2.Consumer protection issues regarding use of chemicals in various cosmetic products
3.Aggresive competitors and price wars



1. L’Oreal
2. Schwarzkopf
3. Unilever
4. Garnier

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


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