Fem SWOT Analysis, Competitors & USP

Fem

Parent Company

Dabur

Category

Personal Care brands- soaps

Sector

FMCG

Tagline/ Slogan

Beauty with care; Karo skin se pyaar ;

USP

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

Fem STP

Segment

Women belonging to age group 18-44

Target Group

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

Positioning

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

Fem SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (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

Weaknesses

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

Opportunities

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

Threats

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

Fem Competition

Competitors

Below are the 3 main Fem competitors :

1.Jolen
2.Oxy bleach
3.Olivia