Fem SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 5405

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

Fem SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Fem. Strengths are:

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


Here are the weaknesses of Fem :

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


Following are the Opportunities of Fem :

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


The threats of Fem are as mentioned :

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

Fem Competition


Below are the 3 main Fem competitors :

2.Oxy bleach

The brandguide table above concludes the Fem SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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