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Fem SWOT Analysis

Published by MBA Skool Team in FMCG category Last Updated: June 27, 2023Read time:

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

Fem Strengths

  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

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

Fem Weaknesses

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

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

Fem Opportunities

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

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

Fem Threats

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

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

Hence this concludes the Fem SWOT analysis.

About Fem

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

Fem Overview
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 Market

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

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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