Description
SWOT ANALYSIS OF WELLA
Wella
Parent Company
Procter and Gamble
Category
Personal Care brands- Cosmetics
Sector
FMCG
Tagline/ Slogan
Trends by Wella
USP
One of the largest hair care companies in the world
STP
Segment
Higher priced segment of the personal care market
Target Group
Women and men seeking products for hair care and personal care
Positioning
Sets new trends with its innovative products
SWOT Analysis
1. Strong product development program which enables it to maintain a healthy pipeline of products 2. Strong distribution network with presence in stable and mature markets as well as growing, dynamic markets 3. Innovative, introduced Koleston – the first cream haircolor in the world 4. Support of P&G –benefits from P&G’s extensive distribution Strength network and marketing strengths
1. Weak financial performance 2. Usage of chemicals in various hair care products which are taken to be harmful by some customers in the category(for all brands of hair color) Weakness 3.High service costs involved
1. High growth potential for male grooming products 2. Growth in emerging markets 3.Introduction of new products in its various categories 4. Extending the brand portfolio and at the same time focusing on the Opportunity segment of higher priced international prestige fragrances
1. Growing demand for private label cosmetics and hair care products 2.Consumer protection issues regarding use of chemicals in various cosmetic products Threats 3.Aggresive competitors and price wars
Competition
1. L’Oreal 2. Schwarzkopf 3. Unilever Competitors 4. Garnier
doc_109111266.docx
SWOT ANALYSIS OF WELLA
Wella
Parent Company
Procter and Gamble
Category
Personal Care brands- Cosmetics
Sector
FMCG
Tagline/ Slogan
Trends by Wella
USP
One of the largest hair care companies in the world
STP
Segment
Higher priced segment of the personal care market
Target Group
Women and men seeking products for hair care and personal care
Positioning
Sets new trends with its innovative products
SWOT Analysis
1. Strong product development program which enables it to maintain a healthy pipeline of products 2. Strong distribution network with presence in stable and mature markets as well as growing, dynamic markets 3. Innovative, introduced Koleston – the first cream haircolor in the world 4. Support of P&G –benefits from P&G’s extensive distribution Strength network and marketing strengths
1. Weak financial performance 2. Usage of chemicals in various hair care products which are taken to be harmful by some customers in the category(for all brands of hair color) Weakness 3.High service costs involved
1. High growth potential for male grooming products 2. Growth in emerging markets 3.Introduction of new products in its various categories 4. Extending the brand portfolio and at the same time focusing on the Opportunity segment of higher priced international prestige fragrances
1. Growing demand for private label cosmetics and hair care products 2.Consumer protection issues regarding use of chemicals in various cosmetic products Threats 3.Aggresive competitors and price wars
Competition
1. L’Oreal 2. Schwarzkopf 3. Unilever Competitors 4. Garnier
doc_109111266.docx