Description
SWOT ANALYSIS OF PROMISE
Promise
Parent Company
Dabur
Category
Personal Care brands - Toothpastes
Sector
FMCG
Tagline/ Slogan
Anti-Cavity toothpaste
USP
Contains natural ingredients like clove oil STP
Segment
Oral care – toothpaste
Target Group
Middle class segment especially people facing tooth problems
Positioning
Contains the time tested benefits of clove oil SWOT Analysis
1. Healthy and whiter teeth, prevents and treats all teeth problems 2. World's first and only toothpaste to receive international accreditation from the British Dental Health Foundation (BDHF) 3.Supported by established brand name of Dabur 4. Contains trusted natural ingredients like clove oil famous for its Strength oral protection benefits
1. Less expenditure on advertising and marketing 2.Deviated from its successful positioning of having clove oil to freshness which did not work 3.Lost focus on its strategies of promotion and positioning Weakness 4.Didn’t have the ability to cross subsidize in terms of surplus cash
1. Better promotion for higher visibility and improving sales 2.Expansion in other markets and export potential Opportunity 3.Innovation and R&D
1.Aggressive competitors 2.Price wars Threats 3.Loss of market share due to confused marketing Competition
1. Colgate 2.Closeup Competitors 3.Pepsodent
doc_834399638.docx
SWOT ANALYSIS OF PROMISE
Promise
Parent Company
Dabur
Category
Personal Care brands - Toothpastes
Sector
FMCG
Tagline/ Slogan
Anti-Cavity toothpaste
USP
Contains natural ingredients like clove oil STP
Segment
Oral care – toothpaste
Target Group
Middle class segment especially people facing tooth problems
Positioning
Contains the time tested benefits of clove oil SWOT Analysis
1. Healthy and whiter teeth, prevents and treats all teeth problems 2. World's first and only toothpaste to receive international accreditation from the British Dental Health Foundation (BDHF) 3.Supported by established brand name of Dabur 4. Contains trusted natural ingredients like clove oil famous for its Strength oral protection benefits
1. Less expenditure on advertising and marketing 2.Deviated from its successful positioning of having clove oil to freshness which did not work 3.Lost focus on its strategies of promotion and positioning Weakness 4.Didn’t have the ability to cross subsidize in terms of surplus cash
1. Better promotion for higher visibility and improving sales 2.Expansion in other markets and export potential Opportunity 3.Innovation and R&D
1.Aggressive competitors 2.Price wars Threats 3.Loss of market share due to confused marketing Competition
1. Colgate 2.Closeup Competitors 3.Pepsodent
doc_834399638.docx