SWOT Analysis of Listerine with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Johnson & Johnson
Personal Care - Mouthwash
Listerine fights bad breath ; What brushing starts, Listerine finishes; Kills germs that cause bad breath
Listerine has been the first producer of Oral health care products in the market which gives a competitive advantage to it.
Personal Care – Oral Hygiene – Mouth Wash
For special oral hygiene needs of well-to-do families in Urban and Semi Urban areas
Listerine kills bacteria that causes bad breath & helps prevent plaque build-up & gum disease while fighting off gingivitis
1. Only company that holds all the medical approvals and certifications from higher medical boards which ensure the customers that Listerine is the choice of the doctors and dentists 2. Positive consumer Image 3. First producer of Oral dental hygiene products 4. Excellent advertising and branding through TVCs and print ads
1. It is a weak substitute to toothpaste, which has a huge market 2. Primarily an urban product hence limited target audience
1. Huge opportunity for market expansion 2. Introduction of new product range – variants 3. Tie-ups with hotel chains, resorts, corporates etc
1. Competition has an advantage of an established brand name in India 2. Niche segment with very low consumer awareness
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