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Vim SWOT Analysis

Published by MBA Skool Team in FMCG category Last Updated: October 25, 2023Read time:

Here is a detailed SWOT analysis of Vim covering strengths, weaknesses, opportunities and threats.

Vim Strengths

  1. Market leader in dish washing products in India
  2. Use of natural ingredients like lemon
  3. Cleans all bacteria from utensils
  4. Stain Cutter’ technology cleans even the toughest greases on utensils
  5. Good advertising, brand visibility and excellent distribution
  6. Vim is sold in four continents, is the leading hand dishwashing brand in 20 countries, and is available to more than 2 billion people around the world

Above are the strengths in the SWOT Analysis of Vim. The strengths of Vim looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Vim Weaknesses

  1. Liquid dish wash still dominant only in urban areas
  2. Unable to tap rural areas since slightly higher priced as compared to local brands

These were the weaknesses in the Vim SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Vim Opportunities

  1. Rural India provides a tremendous Market potential
  2. Poly coated Vim Bar prevents the bar getting soggy
  3. Market trend shifted from powder to bar and now towards liquid dish wash

Above we covered the opportunities in Vim SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Read more about Vim

Vim Threats

  1. Price Sensitive and Volume Driven Market Segment
  2. Regular re-launches of the product to gain market share
  3. Continuous product development essential

The threats in the SWOT Analysis of Vim are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Vim SWOT analysis.

About Vim

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Vim Overview
Parent Company

HUL (Unilever)


Home Care Brands - Dishwashing



Tagline/ Slogan

‘Khar Khar ka moh tod jawab’;


Using natural ingredients for cleansing


Hand Dishwashing – Powder, Bar, Liquid

Target Market

Powder & Bar for the mass market and Liquid dish wash for urban upper middle class homes


Dishwashing branding using natural ingredients like lemon, giving Stain Removing benefits to the consumer

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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