Emami SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 11995

SWOT analysis of Emami analyses the brand/company with its strengths, weaknesses, opportunities
& threats. In Emami SWOT Analysis, the strengths and weaknesses are the internal factors whereas
opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Emami to
benchmark its business & performance as compared to the competitors and industry. Emami is one of
the leading brands in the FMCG sector. The table below also lists the top Emami competitors and
elaborates Emami market segmentation, target group, positioning & Unique Selling Proposition
(USP).

Emami SWOT, Competitors, Marketing STP & Brand analysis Table

‘Emami’

Parent
Emami
Company

Category Consumer Products, Food & Beverages

Sector FMCG

USP Products that cater to niche segments

STP

Segment Products and services for daily needs

Target Group All Indian households especially middle class

Positioning Herbal, natural and organic products for both beauty and health

SWOT Analysis
 1. Its strategy is to develop niche segments into brands which have always given it the
first mover’s advantage. It did just that with its men’s fairness cream — Fair and
Handsome — as it carved out a virgin segment from within what is now a Rs 1,400
crore fairness cream market in India.
2. Emami covers all the states with 32 depots across India and enjoys a wide
Strengths
distribution network comprising strong network of 3500 distributors and 4000 sub
distributors , with direct retail reach across of 5,00,000 outlets
3. Strong brands in its portfolio; Boroplus, Navaratna, Fair & Handsome, Zandu are all
Rs 100 crore plus brands.
4. Significant international presence in countries like Ukraine, Russia and Nepal

1. It has not diversified much. It had planned to enter into baby care segment but later
Weaknesses
on pulled back.

1. Demographic trends like increasing population and purchasing power favor the
consumer healthcare market, thus opportunities for growth.
Opportunities 2. Related diversification into growing categories
3. With growth in modern retail, it should look into opportunities of how to cater to this
channel

1. Intense and increasing competition amongst other FMCG companies

2. FDI in retail thereby allowing international brands and increasing bargaining power
Threats
of big retailers which could negotiate for better margins
3. Competition from unbranded and local products

Competition

1. HUL
2. Nestle
Competitors
3. Marico
4. ITC

The brandguide table above concludes the Emami SWOT analysis along with its marketing and
brand parameters.

Similar analysis has also been done for the competitors of the company belonging to the same
category, sector or industry. Browse marketing analysis of more brands and companies similar to
Emami. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than
6000 brands from over 20 categories. This SWOT and marketing analysis has been researched &
authored by our BrandGuide Research Team members.

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