Description
SWOT ANALYSIS OF HARPIC
Harpic
Parent Company
Reckitt Benckiser
Category
Home Care brands
Sector
FMCG
Tagline/ Slogan
Cleans round the bend
USP
Number one toilet cleaner since more than 80yrs. STP
Segment
Homecare- Toilet cleaner segment
Target Group
Urban households, restaurants, hotels, corporates etc
Positioning
Powerful cleaning; Expert in lavoratory care SWOT Analysis
1. Strong backing of the company 2. Market leader in toilet care category 3. Good brand promotion by advertising and other media 4. Good distribution channel that ensures brand presence Strength 5. One of the most popular brand in the cleansing market
1. Tough competition means limited market share growth Weakness 2. Fake products with similar names affects brand presence
1.Still major market not tapped 2.Should extend in rural market Opportunity 3.Bring variety in products
Threats
1.Local players offering at low price 2.Substitues such as detergents available for cleaning
3.Increase in low cost private labels Competition
1.Sani fresh 2.Lysol 3.Prestine Competitors 4.Domex
doc_213779122.docx
SWOT ANALYSIS OF HARPIC
Harpic
Parent Company
Reckitt Benckiser
Category
Home Care brands
Sector
FMCG
Tagline/ Slogan
Cleans round the bend
USP
Number one toilet cleaner since more than 80yrs. STP
Segment
Homecare- Toilet cleaner segment
Target Group
Urban households, restaurants, hotels, corporates etc
Positioning
Powerful cleaning; Expert in lavoratory care SWOT Analysis
1. Strong backing of the company 2. Market leader in toilet care category 3. Good brand promotion by advertising and other media 4. Good distribution channel that ensures brand presence Strength 5. One of the most popular brand in the cleansing market
1. Tough competition means limited market share growth Weakness 2. Fake products with similar names affects brand presence
1.Still major market not tapped 2.Should extend in rural market Opportunity 3.Bring variety in products
Threats
1.Local players offering at low price 2.Substitues such as detergents available for cleaning
3.Increase in low cost private labels Competition
1.Sani fresh 2.Lysol 3.Prestine Competitors 4.Domex
doc_213779122.docx