Band-Aid SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 5308
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SWOT Analysis of Band-Aid with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Band-Aid

Parent Company

Johnson & Johnson

Category

Adhesive bandages

Sector

FMCG

Tagline/ Slogan

Continuous Care; Heals the wound fast heals the hurt faster

USP

Bandage which does not need any other medicine while applying on wound

STP

Segment

First aid, bandages

Target Group

All age groups

Positioning

Band- aid creates a clear, flexible, breathable seal that keeps out water, dirt and germs to help prevent infection so cuts are better protected and heal quickly.

SWOT Analysis

Strengths

1. The brand which is almost 86 year old has become generic to the category
2. The company has achieved economies of scale and economies of scope.
3. Strong brand loyalty and top-of-the-mind product
4. Successfully differentiated from competitors
5. Excellent advertising and branding through TVCs and print ads
6. Targeting a huge kids segment also by associating itself with cartoon character brands

Weaknesses

1. Similar products available at lower cost lead to brand switching
2. Only effective for superficial cuts/wounds

Opportunities

1. The acquisition of Pfizer will present company to support growth.
2. Increase global presence by acquisition and joint ventures
3.Tie-ups with schools, hospitals, clinics

Threats

1. Johnson & Johnson is in mature market with very low market growth rate
2.Private label has increased nonspecific growth rate
3. Availability of lower price substitutes and strong competitors

Competition

Competitors

1.Dettol Plasters
2.Handyplast



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