Description
SWOT ANALYSIS OF VIM
Vim
Parent Company
HUL (Unilever)
Category
Home Care Brands - Dishwashing
Sector
FMCG
Tagline/ Slogan
‘Khar Khar ka moh tod jawab’;
USP
Using natural ingredients for cleansing
STP
Segment
Hand Dishwashing – Powder, Bar, Liquid
Powder & Bar for the mass market and Liquid dish wash for urban Target Group upper middle class homes
Dishwashing branding using natural ingredients like lemon, giving Positioning Stain Removing benefits to the consumer
SWOT Analysis
1. Market leader in dish washing products in India 2. Use of natural ingredients like lemon 3. Cleans all bacteria from utensils 4. Stain Cutter’ technology cleans even the toughest greases on utensils 5. Good advertising, brand visibility and excellent distribution 6. Vim is sold in four continents, is the leading hand dishwashing brand in 20 countries, and is available to more than 2 billion people Strength around the world
1.Liquid dish wash still dominant only in urban areas 2. Unable to tap rural areas since slightly higher priced as compared Weakness to local brands
1. Rural India provides a tremendous Market potential 2.Poly coated Vim Bar prevents the bar getting soggy 3.Market trend shifted from powder to bar and now towards liquid Opportunity dish wash
1. Price Sensitive and Volume Driven Market Segment 2. Regular re-launches of the product to gain market share Threats 3. Continuous product development essential
Competition
1.Pril (Henkel) 2.Odopic (Dabur) Competitors 3.Godrej Dish Wash
doc_334946992.docx
SWOT ANALYSIS OF VIM
Vim
Parent Company
HUL (Unilever)
Category
Home Care Brands - Dishwashing
Sector
FMCG
Tagline/ Slogan
‘Khar Khar ka moh tod jawab’;
USP
Using natural ingredients for cleansing
STP
Segment
Hand Dishwashing – Powder, Bar, Liquid
Powder & Bar for the mass market and Liquid dish wash for urban Target Group upper middle class homes
Dishwashing branding using natural ingredients like lemon, giving Positioning Stain Removing benefits to the consumer
SWOT Analysis
1. Market leader in dish washing products in India 2. Use of natural ingredients like lemon 3. Cleans all bacteria from utensils 4. Stain Cutter’ technology cleans even the toughest greases on utensils 5. Good advertising, brand visibility and excellent distribution 6. Vim is sold in four continents, is the leading hand dishwashing brand in 20 countries, and is available to more than 2 billion people Strength around the world
1.Liquid dish wash still dominant only in urban areas 2. Unable to tap rural areas since slightly higher priced as compared Weakness to local brands
1. Rural India provides a tremendous Market potential 2.Poly coated Vim Bar prevents the bar getting soggy 3.Market trend shifted from powder to bar and now towards liquid Opportunity dish wash
1. Price Sensitive and Volume Driven Market Segment 2. Regular re-launches of the product to gain market share Threats 3. Continuous product development essential
Competition
1.Pril (Henkel) 2.Odopic (Dabur) Competitors 3.Godrej Dish Wash
doc_334946992.docx