Description
SWOT ANALYSIS OF CALGON
Calgon
Parent Company
Reckitt Benckiser
Category
Home Care brands
Sector
FMCG
Tagline/ Slogan
Washing machines live longer with Calgon; Calgon, take me away!
USP
The most trusted water purifier STP
Segment
Water softner segment
Target Group
Urban middle class Housewives, industrialists
Positioning
Maximum limescale protection SWOT Analysis
1. RB has a tradition to bring innovative and high quality products 2. First of its kind to convert hard water into soft water 3. Brand presence due to wide distribution network Strength 4. Good brand reputation and availability through multi-brand retails
1. Brand recall is not very high as people usually buy only detergents and not water softeners Weakness 2. Low penetration of Water softener segment in few areas
1.To bring variety in form of drops, small sachets and other types 2.To target each and every region to use the product Opportunity 3. Tie-up with detergent brands for better promotion
1.Substitues and me too products Threats 2.Not much scope for huge quantity use
Competition
1.Kinetico 2.Sears Competitors 3.Kenmore
doc_656135335.docx
SWOT ANALYSIS OF CALGON
Calgon
Parent Company
Reckitt Benckiser
Category
Home Care brands
Sector
FMCG
Tagline/ Slogan
Washing machines live longer with Calgon; Calgon, take me away!
USP
The most trusted water purifier STP
Segment
Water softner segment
Target Group
Urban middle class Housewives, industrialists
Positioning
Maximum limescale protection SWOT Analysis
1. RB has a tradition to bring innovative and high quality products 2. First of its kind to convert hard water into soft water 3. Brand presence due to wide distribution network Strength 4. Good brand reputation and availability through multi-brand retails
1. Brand recall is not very high as people usually buy only detergents and not water softeners Weakness 2. Low penetration of Water softener segment in few areas
1.To bring variety in form of drops, small sachets and other types 2.To target each and every region to use the product Opportunity 3. Tie-up with detergent brands for better promotion
1.Substitues and me too products Threats 2.Not much scope for huge quantity use
Competition
1.Kinetico 2.Sears Competitors 3.Kenmore
doc_656135335.docx