Description
SWOT ANALYSIS OF GODREJ FAIR GLOW
Godrej Fair Glow
Parent Company
Godrej Consumer Products
Category
Personal care brands- skin care
Sector
FMCG
Tagline/ Slogan
Gorepan se no samjhauta
USP
First fairness soap with moisturisation; Fairness + Proteins STP
Segment
Beauty and fairness conscious people
Target Group
College going and teenage girls
Positioning
Complexion soap SWOT Analysis
1. India’s first and largest selling fairness soap Made from 100% vegetable oil 2. Marketing through “No Samjhauta” Campaign with cash price of 5 lakh and TVCs 3. Unique fairness plus protein formulation 4. Attractive packaging and beautiful mooncrest shape 5. Quality grade -1 soap with TFM and pleasant fragrance 6. Wide distribution network of Godrej with stockiest and substockiest Strength 7. Wide presence in print advertisements and outdoor media
1. Stagnant market share because of extremely tough competition Weakness 2. Not able to capture premium market segment
1.Fairness market growing consistently in India and abroad 2. Brand extension into other segments such as creams, face wash etc. 3. South is biggest market for fairness with one third market share Opportunity 4. Extension into men’s segment
1. Growing competition from both fairness soap and cream segment Threats 2. Entrance of foreign competitors Competition
1. Fair and Lovely fairness soap 2. Softwash white pearl soap 3. Emani naturally fair 4. Oriflame essential fairness soap Competitors 5. Shahnaz Hussain Shah fairness soap
doc_714432139.docx
SWOT ANALYSIS OF GODREJ FAIR GLOW
Godrej Fair Glow
Parent Company
Godrej Consumer Products
Category
Personal care brands- skin care
Sector
FMCG
Tagline/ Slogan
Gorepan se no samjhauta
USP
First fairness soap with moisturisation; Fairness + Proteins STP
Segment
Beauty and fairness conscious people
Target Group
College going and teenage girls
Positioning
Complexion soap SWOT Analysis
1. India’s first and largest selling fairness soap Made from 100% vegetable oil 2. Marketing through “No Samjhauta” Campaign with cash price of 5 lakh and TVCs 3. Unique fairness plus protein formulation 4. Attractive packaging and beautiful mooncrest shape 5. Quality grade -1 soap with TFM and pleasant fragrance 6. Wide distribution network of Godrej with stockiest and substockiest Strength 7. Wide presence in print advertisements and outdoor media
1. Stagnant market share because of extremely tough competition Weakness 2. Not able to capture premium market segment
1.Fairness market growing consistently in India and abroad 2. Brand extension into other segments such as creams, face wash etc. 3. South is biggest market for fairness with one third market share Opportunity 4. Extension into men’s segment
1. Growing competition from both fairness soap and cream segment Threats 2. Entrance of foreign competitors Competition
1. Fair and Lovely fairness soap 2. Softwash white pearl soap 3. Emani naturally fair 4. Oriflame essential fairness soap Competitors 5. Shahnaz Hussain Shah fairness soap
doc_714432139.docx