SWOT ANALYSIS FOR SIRONA PRODUCTS

1) Sirona Menstrual Cup

 Strengths

1) A unique alternative to start solving intimate and menstrual hygiene issues for
women
2) Doesn’t interfere with vaginal pH & good bacterial balance
3) Wide customization in terms of different cups and different sizes to suit each
body type (Small, medium and large)
4) More cost-efficient than already existing pads and tampons because of repeated
usability of the product
5) Creative, convenient and attractive packaging and design

 Weaknesses

1) Lack of knowledge about cups and sizes amongst users can lead to switching and
no further purchase from Sirona
2) Non-usability amongst customers allergic to silicone
3) High product maintenance required

 Threats

1) High customer acquisition costs owing to strong brands like Whisper, Stayfree
etc.
2) Prominent conservatism in society with respect to feminine menstrual and
intimate hygiene
3) Lack of knowledge about availability of menstrual cups particularly in Tier-2 and
Tier-3 cities

 Opportunities

1) Feminine hygiene products market is growing exponentially and is expected to

be valued at $36 billion globally by 2025
2) Evolved customers opting for organic, bio-degradable hygiene options to be
tapped for generating a loyal customer base
 3) Strong advertising and marketing campaigns targeted towards women
empowerment to create a brand resonance differentiation plank in an
increasingly hyper-competitive consumer space
4) Myriad range of products addressing every possible need for feminine hygiene

2) Sirona Period Pain Relief patches

 Strengths

1) Unique product with Sirona being one of the early entrants in menstrual pain
relief segment
2) Extremely convenient and discreet to use
3) No added chemicals and can be worn during work, under clothing
4) Multipurpose in use, can be used for pain, inflammation and muscle pain relief in
other areas
5) Pleasant smelling and convenient to use

 Weaknesses
1) Lack of awareness regarding the product because of varied product portfolio
2) Can cause skin irritation in some cases

 Opportunities

1) More demand amongst customers looking to switch from pills to deal with
menstrual cramps
2) 100% herbal and no side effects as a value proposition will attract a lot of women
to try this product
3) Increased Popularity Due To Instant Relief

 Threats
1) Lot of substitutes already available for period pain relief
2) Repeat purchases may be limited due to high shelf life of the product

3) Sirona Natural Anti Chafing Rash Cream

 Strengths
 1) Attractive set of exotic ingredients like ingredients like Tasmanian pepper fruit
extracts, vegetable squalane due and agarwood oil making the anti-chafing rash
cream totally natural
2) Product that exclusively deals with rashes in the intimate area
3) No chemical actives like paraben and sulphate, unlike in most of the competitors
4) Pleasant smell and attractive packaging

 Weaknesses

1) Slightly premium priced product

2) May not be suitable for all skin types

 Opportunities

1) Increased Popularity Due To Instant Relief

2) Increased demand for Organic Products amongst target segment
3) Growing Research and Development activities leading to product innovation

 Threats
1) Lot of anti-rash substitutes already available in the market
2) Lack of awareness about the product, particularly in Tier-2 and Tier-3 cities

4) Peebuddy

 Strengths
1) Wide and attractive range of products, with a mention in the Limca Book of World
Records for being first female urination device
2) Presence of established distribution networks in both offline and online retail
3) Owned and managed by an established parent company
4) Strategic collaboration with opinion leaders to increase brand recall and visibility
amongst the target segment
5) Unique design and packaging

 Weaknesses
1) Brand knowledge may not lead to purchase intent
2) Certain additional features are not valuable in the eyes of the customers and may
incur additional costs to the company
3) Higher priced for the Indian market
 Opportunities
1) Develop unique selling point to distinguish itself from competitors like Pee Safe.
2) Possibility of initiating a new social movement to targeted at embracing the topic of
feminine care among women
3) Growing consciousness amongst the target segment with respect to menstrual
hygiene, particularly in Tier-1 cities

 Threats
1) Competitors aggressively eating into Pee Buddy’s market share
2) Lack of brand knowledge and awareness in Tier-2 and tier-3 cities leading to large
untapped market