Description
SWOT ANALYSIS OF EMAMI MENTHO PLUS
Emami Mentho Plus Parent Company Emami
Category
Health care
Sector
FMCG
Tagline/ Slogan
Dus siron ka dard bhagaye
A pain relief balm possessing double unified medication USP of lavangand nilgiri. STP
Segment
Pain relief balm
Target Group
Middle aged and elderly individuals suffering from stress
Quick and effective remedy against headaches, cold, backaches, Positioning sprains and muscular pains. SWOT Analysis
1. One of the largest brand in the category 2. Strong presence in southern India 3. Its unique positioning around the ten-headed Ravana enhances recall. 4. The Company introduced a trial pack, discount scheme (consumer Strength promotion), packs of different denominations with attractive pricing.
1. Emami’s own brand Zandu balm also caters to the same segment giving rise to chances of cannibalisation 2. Has not been able to position it based on the Ayurvedic properties, thus little differentiation Weakness 3. Limited market share due to strong competition
1. Can expand the market through SKUs, advertisement support, trade activities and a wider distribution 2. The segment is characterised by a small number of players and low penetration. Opportunity 3. Sedentary lifestyles will create a fresh demand for pain relievers
1. Difficult to differentiate from competitor brands 2. Pain relief sprays might act as substitutes and hurt the entire category 3. Ayurvedic medicines are perceived to be less effective when it Threats comes to providing instant relief as compared to allopathic medicines Competition
1. Zandu balm 2. Amrutanjan balm Competitors 3. Tiger balm
doc_355227626.docx
SWOT ANALYSIS OF EMAMI MENTHO PLUS
Emami Mentho Plus Parent Company Emami
Category
Health care
Sector
FMCG
Tagline/ Slogan
Dus siron ka dard bhagaye
A pain relief balm possessing double unified medication USP of lavangand nilgiri. STP
Segment
Pain relief balm
Target Group
Middle aged and elderly individuals suffering from stress
Quick and effective remedy against headaches, cold, backaches, Positioning sprains and muscular pains. SWOT Analysis
1. One of the largest brand in the category 2. Strong presence in southern India 3. Its unique positioning around the ten-headed Ravana enhances recall. 4. The Company introduced a trial pack, discount scheme (consumer Strength promotion), packs of different denominations with attractive pricing.
1. Emami’s own brand Zandu balm also caters to the same segment giving rise to chances of cannibalisation 2. Has not been able to position it based on the Ayurvedic properties, thus little differentiation Weakness 3. Limited market share due to strong competition
1. Can expand the market through SKUs, advertisement support, trade activities and a wider distribution 2. The segment is characterised by a small number of players and low penetration. Opportunity 3. Sedentary lifestyles will create a fresh demand for pain relievers
1. Difficult to differentiate from competitor brands 2. Pain relief sprays might act as substitutes and hurt the entire category 3. Ayurvedic medicines are perceived to be less effective when it Threats comes to providing instant relief as compared to allopathic medicines Competition
1. Zandu balm 2. Amrutanjan balm Competitors 3. Tiger balm
doc_355227626.docx