Description
SWOT ANALYSIS OF EMAMI FAIR AND HANDSOME
Emami Fair and Handsome
Parent Company
Emami
Category
Skin care
Sector
FMCG
Tagline/ Slogan
World’s No. 1 fairness cream for men
5 Power Fairness system: Double strength peptide complex, Sun USP guard, Stress busters, Anti bacplus, herbo cool STP
Segment
Fairness Cream
Target Group
Urban young Men from middle and upper middle class
Positioning
World’s No. 1 fairness cream for men SWOT Analysis
1. Created the category of fairness creams for men. Hence, first mover’s advantage 2. Endorsed by Indian movie stars, hence enhanced nationwide recall 3. The product is available in sizes of 9ml, 30ml and 60ml, customised for various pockets. 4. Good availability and distribution owing to parent company Strength 5. TVCs and print ads help brand boost visibility
1. The brand has a limited market share compared to international leaders 2. Allegations of false results of using fairness creams hurts brand Weakness image
Opportunity
1. Largest player in the men’s fairness cream category, can leverage
on that 2.Growing interest in personal grooming amongst Indian men 3. The growing Indian economy and the growth in disposable income have led to strong demand for fairness creams
1. A lot of competition emerging in the segment with all the major players targeting men 2. These brands face the issue of the reluctance of men to be seen using a cream because cosmetics traditionally is viewed as a category Threats meant for females. Competition
1.Fair and lovely for men 2.Nivea whitening Competitors 3.Garnier Men power light
doc_726145657.docx
SWOT ANALYSIS OF EMAMI FAIR AND HANDSOME
Emami Fair and Handsome
Parent Company
Emami
Category
Skin care
Sector
FMCG
Tagline/ Slogan
World’s No. 1 fairness cream for men
5 Power Fairness system: Double strength peptide complex, Sun USP guard, Stress busters, Anti bacplus, herbo cool STP
Segment
Fairness Cream
Target Group
Urban young Men from middle and upper middle class
Positioning
World’s No. 1 fairness cream for men SWOT Analysis
1. Created the category of fairness creams for men. Hence, first mover’s advantage 2. Endorsed by Indian movie stars, hence enhanced nationwide recall 3. The product is available in sizes of 9ml, 30ml and 60ml, customised for various pockets. 4. Good availability and distribution owing to parent company Strength 5. TVCs and print ads help brand boost visibility
1. The brand has a limited market share compared to international leaders 2. Allegations of false results of using fairness creams hurts brand Weakness image
Opportunity
1. Largest player in the men’s fairness cream category, can leverage
on that 2.Growing interest in personal grooming amongst Indian men 3. The growing Indian economy and the growth in disposable income have led to strong demand for fairness creams
1. A lot of competition emerging in the segment with all the major players targeting men 2. These brands face the issue of the reluctance of men to be seen using a cream because cosmetics traditionally is viewed as a category Threats meant for females. Competition
1.Fair and lovely for men 2.Nivea whitening Competitors 3.Garnier Men power light
doc_726145657.docx