Description
SWOT ANALYSIS OF BRASSO
Brasso
Parent Company
Reckitt Benckiser
Category
Home Care brands - Metal Polish
Sector
FMCG
Tagline/ Slogan
The new liquid metal polish
Works well on Brass, Copper, Stainless, Chrome, Aluminum, pewter USP and bronze STP
Segment
House Care - Metal Polish
Target Group
Urban & Semi-urban population; Commercial users
Multi -purpose metal polish for cleaning and polishing brass, Positioning pewter, chrome, copper and stainless steel. SWOT Analysis
1. A 100 year old brand - High recollection value 2. Can be used on a variety of metal surfaces 3. Has expanded to be used for cleaning CDs/DVDs & screens 4. Good distribution and availability due to R&B’s global network Strength 5. Available in over 30 countries
1. Limited advertising on TVCs and print ads compared to other R&B products 2. Not much market presence in emerging markets like India, where Weakness traditional polishes still used
1. High demand for specialised polishes in the market 2. To be used for cleaning screens, mobile pads in new products Opportunity 3. More penetration through better advertising and band visibility
1. Availability of cheap imitations & other products 2. Not much used commercially where it can have the maximum presence Threats 3. Not much visibility for the product owing to low advertising spends Competition
1. Inox Competitors 2. Dr. PLUS
doc_490230937.docx
SWOT ANALYSIS OF BRASSO
Brasso
Parent Company
Reckitt Benckiser
Category
Home Care brands - Metal Polish
Sector
FMCG
Tagline/ Slogan
The new liquid metal polish
Works well on Brass, Copper, Stainless, Chrome, Aluminum, pewter USP and bronze STP
Segment
House Care - Metal Polish
Target Group
Urban & Semi-urban population; Commercial users
Multi -purpose metal polish for cleaning and polishing brass, Positioning pewter, chrome, copper and stainless steel. SWOT Analysis
1. A 100 year old brand - High recollection value 2. Can be used on a variety of metal surfaces 3. Has expanded to be used for cleaning CDs/DVDs & screens 4. Good distribution and availability due to R&B’s global network Strength 5. Available in over 30 countries
1. Limited advertising on TVCs and print ads compared to other R&B products 2. Not much market presence in emerging markets like India, where Weakness traditional polishes still used
1. High demand for specialised polishes in the market 2. To be used for cleaning screens, mobile pads in new products Opportunity 3. More penetration through better advertising and band visibility
1. Availability of cheap imitations & other products 2. Not much used commercially where it can have the maximum presence Threats 3. Not much visibility for the product owing to low advertising spends Competition
1. Inox Competitors 2. Dr. PLUS
doc_490230937.docx