Mr. Muscle is one of the famous FMCG home care brands in the Indian market. It falls into the category of disinfectant cleaner. The genesis of Mr. Muscle was done by Drackett Company in the year 1986. The initial positioning of the product was done to clean hard surfaces but gradually the innovation in the product has changed its positioning for almost all kinds of cleaners. Currently, the brand is owned by S.C Johnson and Son after they purchased Drackett from Bristol- Mayers Squibb back in 1992.
Strengths in the SWOT analysis of Mr. Muscle :
- Product Line – Mr. Muscle has a wide, deep and lengthy product line. It covers product to clean toilet, bathroom, and kitchen. Thera is many variants present for each of the category. Thus it offers a great variety of products to the target market.
- Promotions – Mr. Muscle has a well-established marketing campaign and promote the products in a way which helps to position the product and gives the competition a cut-throat competition.
- Brand Recognition – Mr. Muscle is one of the famous brands in the cleansing market and people can associate to the brands when talked about this category which showcases the well-developed brand recall for the product in the minds of the consumer.
- Strong Parent Company – Muscle is owned by S.C Johnsons which has a well-established image in the market. It has made use of conditional simulation to associate the brand with the image of a parent company to penetrate the market and is able to do it successfully.
Weakness in the SWOT analysis of Mr. Muscle :
This is the pain area of the organization where it does not have the resources or skills. Business has to work upon these areas so that they are not left behind from the competition. Though there will be some or the other weakness it should not be an area which takes the business pout off the market
- Limited Market Share – There is a tough competition in the market by various major players such as Harpic. Harpic enjoys the first mover advantage and hence the leader of the market has made it difficult for the brand to excel in the market.
- High Price – One of the inhibiting factors towards the low usage of the product is its high price and hence the customer base is quite low.
- Low Customer Base – Now as mentioned above high prices lead to less usage and low customer base. The brand should aim at achieving economies of scale so that the prices can be reduced and more consumers start using the product.
- Late Entry into Market – Muscle entered the market little late which took away the first mover advantage from the brand. Harpic entered the market first and hence have a good customer base in comparison to Mr. Muscle.
- Packaging – The products are currently available in large packaging which discourages the new customers from trying the product.
Opportunities in the SWOT analysis of Mr. Muscle :
This helps in understanding what other things a business can do with the current skills and resources. It helps the business to know the areas where it can expand and take a lead in order to diversify the business and expand the customer base
- Market Penetration – The major chunk of the market is not developed and hence by developing the industry as a whole will help to increase the market size and eventually it will help to increase the market share of the product itself.
- Rural Markets – the Rural market is totally untapped and hence by tapping these areas and creating awareness about the products will help to increase the usage.
- Variations in the Packaging – The brand should focus on bringing the smaller size packaging as well which will encourage the consumers to try the product and realize the benefits of the products.
Threats in the SWOT analysis of Mr. Muscle :
This analysis helps in understanding what are the areas which can impact the business in future or right away. So business has to prepare itself to handle the threats in the market landscape. Competition or increasing number of players in the market with same value proposition is a threat to business as it directly lowers the customer base and revenue
- Copy Brands – There are a lot of copy brands available in the market which are being sold at the same retail store and hence the brand is losing market share with them. All the promotional efforts are being wasted as the consumers feel the others brands to be Mr. Muscle due to same packaging and color.
- Substitute & Local Players – There are so many local players which cause a stiff competition in the market. At the same time, there is an ample number of substitutes present in the market such as detergents, soaps, and other powders at much lower cost are taking away the market share.
- Private Labels – Retail stores are coming up with their own brands and are selling them at a much cheaper price which is taking away the market share of the business.