Description
SWOT ANALYSIS OF REXONA SOAP
Rexona soap
Parent Company
HUL
Category
FMCG
Sector
Personal Care
Tagline/ Slogan
For clear flawless skin
Soap made from natural ingredients and oils for a silky soft and USP smooth skin
STP
Segment
Women looking for personal care natural skin care soap
Target Group
Middle class Women
Positioning
Natural Skin Care soap for silky glowing skin
SWOT Analysis
1. An indigenous brand created by HUL and has been an integral part of the Indian market 2. Rexona soap comes in 2 variants – Green & White 3. Soaps have a lingering aromatic fragrance 4. Lower market share, but loyal customer base Strength 5. Excellent branding and advertising
1. Limited share in the competitive soap industry 2. Rexona was merged with Lux earlier, which proved unsuccessful Weakness and then the brand was separated again
1. Better packaging and international distribution 2. Leveraging on use of natural ingredients to tap into semi-urban Opportunity and rural markets
1. Competition from soap brands like Lux and Hammam Threats 2. Plenty of cheaper and other alternatives available
Competition
1. Lux Competitors 2. Hammam
doc_299248713.docx
SWOT ANALYSIS OF REXONA SOAP
Rexona soap
Parent Company
HUL
Category
FMCG
Sector
Personal Care
Tagline/ Slogan
For clear flawless skin
Soap made from natural ingredients and oils for a silky soft and USP smooth skin
STP
Segment
Women looking for personal care natural skin care soap
Target Group
Middle class Women
Positioning
Natural Skin Care soap for silky glowing skin
SWOT Analysis
1. An indigenous brand created by HUL and has been an integral part of the Indian market 2. Rexona soap comes in 2 variants – Green & White 3. Soaps have a lingering aromatic fragrance 4. Lower market share, but loyal customer base Strength 5. Excellent branding and advertising
1. Limited share in the competitive soap industry 2. Rexona was merged with Lux earlier, which proved unsuccessful Weakness and then the brand was separated again
1. Better packaging and international distribution 2. Leveraging on use of natural ingredients to tap into semi-urban Opportunity and rural markets
1. Competition from soap brands like Lux and Hammam Threats 2. Plenty of cheaper and other alternatives available
Competition
1. Lux Competitors 2. Hammam
doc_299248713.docx