Description
SWOT ANALYSIS OF GODREJ EZEE
Godrej Ezee
Parent Company
Godrej Consumer Products
Category
Home care brands-Detergents
Sector
FMCG
Tagline/ Slogan
Make your winter Ezee; Garam kapde rahein naye jaise
USP
Consumer loyalty , trust and emotional bonding with brand STP
Segment
Cloth quality conscious housewives
Target Group
Higher and middle income consumer
Premium fabric care brand Positioning Ph neutral formulation, which prevent shrinkage and color fading SWOT Analysis
1. Winter care brands for woolens which Comes in packing ranging from 10g Sachets to 1 Kg bottle 2. Fast growing liquid detergent category with market share of 70% 3. Presence in emerging markets like Asia, Africa and Latin America 4. Online integration through www.ezeefabcare.com 5. Creative TV advertisements; Ezee grahni 2006; CSR: Rahat ek abhiyaan campaign 6. For promotion, Ezee launched Ezee angry woolens games 7. Only detergent in India approved by The Woolmark Company Godrej Ezee given the status of Superbrand by The Superbrands Council, UK Strength 8. Ezee is stocked by over 11lakh retailers
9. Ezee was first liquid Detergent brand to be advertised on TV
1. Limited to winter thereby seasonal sales Weakness 2. Tough competition in this segment means limited market share
1. Expand the segment to other clothes Opportunity 2. Tie-ups with hotel chains, resorts etc for better sales
Threats
Rising competition in both local and international markets Competition
1.Wipro’s Consumer care safewash 2.Vanish Competitors 3.Local competitors such as Woolvet, Sagar liquid detergent
doc_499813346.docx
SWOT ANALYSIS OF GODREJ EZEE
Godrej Ezee
Parent Company
Godrej Consumer Products
Category
Home care brands-Detergents
Sector
FMCG
Tagline/ Slogan
Make your winter Ezee; Garam kapde rahein naye jaise
USP
Consumer loyalty , trust and emotional bonding with brand STP
Segment
Cloth quality conscious housewives
Target Group
Higher and middle income consumer
Premium fabric care brand Positioning Ph neutral formulation, which prevent shrinkage and color fading SWOT Analysis
1. Winter care brands for woolens which Comes in packing ranging from 10g Sachets to 1 Kg bottle 2. Fast growing liquid detergent category with market share of 70% 3. Presence in emerging markets like Asia, Africa and Latin America 4. Online integration through www.ezeefabcare.com 5. Creative TV advertisements; Ezee grahni 2006; CSR: Rahat ek abhiyaan campaign 6. For promotion, Ezee launched Ezee angry woolens games 7. Only detergent in India approved by The Woolmark Company Godrej Ezee given the status of Superbrand by The Superbrands Council, UK Strength 8. Ezee is stocked by over 11lakh retailers
9. Ezee was first liquid Detergent brand to be advertised on TV
1. Limited to winter thereby seasonal sales Weakness 2. Tough competition in this segment means limited market share
1. Expand the segment to other clothes Opportunity 2. Tie-ups with hotel chains, resorts etc for better sales
Threats
Rising competition in both local and international markets Competition
1.Wipro’s Consumer care safewash 2.Vanish Competitors 3.Local competitors such as Woolvet, Sagar liquid detergent
doc_499813346.docx