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Wella SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Wella analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Wella SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Wella to benchmark its business & performance as compared to the competitors and industry. As of 2020, Wella is one of the leading brands in the FMCG sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Wella competitors and includes Wella target market, segmentation, positioning & Unique Selling Proposition (USP).

Wella SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Wella Brand 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

Wella STP
Wella Segmentation

Higher priced segment of the personal care market

Target Group

Women and men seeking products for hair care and personal care

Wella Positioning

Sets new trends with its innovative products

Wella SWOT Analysis
Wella Strengths

Below are the Strengths in the SWOT Analysis of Wella:

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

Wella Weaknesses

Here are the weaknesses in the Wella SWOT Analysis:

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

Wella Opportunities

Following are the Opportunities in Wella SWOT Analysis:

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

Wella Threats

The threats in the SWOT Analysis of Wella are as mentioned:

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

Wella Competition

Below are the top 4 Wella competitors:

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

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Wella. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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