Kotex SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 3231
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SWOT Analysis of Kotex with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

‘Kotex’

Parent Company

Kimberly-Clark

Category

FMCG

Sector

Healthcare

Tagline/ Slogan

‘Break the cycle’

USP

An age old brand with a wide range of products and always at the forefront of innovation

STP

Segment

Sanitary Pads, tampons and liners

Target Group

Young women

Positioning

Change the conversation surrounding feminine care from one of shame and embarrassment to one of open, honest dialogue.

SWOT Analysis

Strengths

1. A 90 year old brand with many product lines to satisfy need sets of different consumers

2. Creative and attractive packaging

3. It enjoys the brand trust associated with Kimberley Clark

Weaknesses

1. Company just relies on TV and print media for promotion, not much online presence

2. Not much innovation has been introduced in the product if compared to competitors who offer a much wider range

Opportunities

1. Can increase awareness and encourage trials by associating with schools, colleges and women related seminars and forums

2. Advertise through online medium

Threats

1. The market is quite cluttered with very strong global players as well as local companies

2. It is not a freely discussed topic in Indian society which makes targeting and promotion difficult

Competition

Competitors

1. Whisper

2. Stayfree

3. Carefree



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