Description
SWOT ANALYSIS OF SCHOLL
Scholl
Parent Company
Reckitt Benckiser
Category
Personal Care Brands- Health
Sector
FMCG
Tagline/ Slogan
Great feet feeling
USP
One of the biggest brands in Foot care market sector STP
Segment
Foot care Segment
Target Group
Females demographic 18-50yrs
Positioning
Good product specially for women who are looking for foot care SWOT Analysis
1. Good product quality and strong backing of the RB brand 2.Very strong customer loyalty and name brand recognition among repeat purchase customers. 3.Product placement in high visibility areas in multiple types of retailers . 4.Excellent and stable sales staff 5.Multiple advertising vehicles, and a substantial advertising budget. Strength 6.Established distribution channels and good availability
1.Products similar to those offered by competitors hence brand switching Weakness 2.Higher price point compared to other company products
1. Larger percentage of females in the workplace requiring to be dressed professionally for business 2. Women have a much greater selection of footwear in their wardrobe, thus enhancing the number of unit sales 3.New technology allowing for much greater comfort Opportunity 4. Introduction of the brand to a new client base
1. Traditionally brand not appealing to the younger market 2. Non branded versions of the product taking market share 3.Price competition 4.Changes in styles of dress Threats 5.Economic downturn resulting in decrease sales of dress shoes Competition
1. Krack cream 2.Nevo Competitors 3.Neutrogena
doc_171221792.docx
SWOT ANALYSIS OF SCHOLL
Scholl
Parent Company
Reckitt Benckiser
Category
Personal Care Brands- Health
Sector
FMCG
Tagline/ Slogan
Great feet feeling
USP
One of the biggest brands in Foot care market sector STP
Segment
Foot care Segment
Target Group
Females demographic 18-50yrs
Positioning
Good product specially for women who are looking for foot care SWOT Analysis
1. Good product quality and strong backing of the RB brand 2.Very strong customer loyalty and name brand recognition among repeat purchase customers. 3.Product placement in high visibility areas in multiple types of retailers . 4.Excellent and stable sales staff 5.Multiple advertising vehicles, and a substantial advertising budget. Strength 6.Established distribution channels and good availability
1.Products similar to those offered by competitors hence brand switching Weakness 2.Higher price point compared to other company products
1. Larger percentage of females in the workplace requiring to be dressed professionally for business 2. Women have a much greater selection of footwear in their wardrobe, thus enhancing the number of unit sales 3.New technology allowing for much greater comfort Opportunity 4. Introduction of the brand to a new client base
1. Traditionally brand not appealing to the younger market 2. Non branded versions of the product taking market share 3.Price competition 4.Changes in styles of dress Threats 5.Economic downturn resulting in decrease sales of dress shoes Competition
1. Krack cream 2.Nevo Competitors 3.Neutrogena
doc_171221792.docx