Fem SWOT Analysis, Competitors & USP

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

SWOT analysis of Fem analyses the brand by its strengths, weaknesses, opportunities & threats. In Fem 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 Fem to benchmark its business & performance as compared to the competitors. Fem is one of the leading brands in the FMCG sector.

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

Fem SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Fem Brand Analysis
Parent Company



Personal Care brands- soaps



Tagline/ Slogan

Beauty with care; Karo skin se pyaar ;


A bleach which not only hides hair but also improves the skin tone


Women belonging to age group 18-44

Target Group

Women wanting reasonably priced, established and herbal skin care products with added features


Women who want lightens that lighten hair and improve the skin tone

SWOT Analysis of Fem
Fem Strengths

Below are the Strengths in the SWOT Analysis of Fem:

1. Established brand name in skincare brands acquired by Dabur
2.  Young and dynamic brand, which relates to the changing needs of the global consumer
3. Herbal bleach cream with trust of Ayurvedic ingredients
4. Strong distribution network and good brand visibility
5. Has a product range including Fem Pink Bleach, Fem Blue Bleach,Fem Gold Bleach, Fem Herbal Bleach, oxybleach, Saka Bleach for men, Hair Removing Cream and Liquid Hand Wash

Fem Weaknesses

Here are the weaknesses in the Fem SWOT Analysis:

1. Presence ammonia in the mixture is cause of concern for few customers
2. Skin Sensitivity can be an issue for some customers

Fem Opportunities

Following are the Opportunities in Fem SWOT Analysis:

1. Untapped rural market
2. Export potential
3. Innovation by development of R&D

Fem Threats

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

1. Strong and established competitors
2. Threat from substitutes
3. Low brand loyalty of customers

Fem Competition
Fem Competitors

Below are the top 3 competitors of Fem:

2.Oxy bleach

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 Fem. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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