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

Dabur

Personal Care brands- soaps

FMCG

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

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

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

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

Following are the Opportunities in Fem SWOT Analysis:

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

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

Below are the top 3 Fem competitors:

1.Jolen
2.Oxy bleach
3.Olivia