Rexona soap SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Rexona soap analyses the brand by its strengths, weaknesses, opportunities & threats. In Rexona soap SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Rexona soap to benchmark its business & performance as compared to the competitors. Rexona soap is one of the leading brands in the FMCG sector.

The table below lists the Rexona soap SWOT (Strengths, Weaknesses, Opportunities, Threats), top Rexona soap competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Rexona soap SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Rexona soap Brand Analysis
Parent Company






Tagline/ Slogan

For clear flawless skin


Soap made from natural ingredients and oils for a silky soft and smooth skin

Rexona soap STP

Women looking for personal care natural skin care soap

Target Group

Middle class Women


Natural Skin Care soap for silky glowing skin

SWOT Analysis of Rexona soap
Rexona soap Strengths

Below are the Strengths in the SWOT Analysis of Rexona soap:

1. An indigenous brand created by HUL and has been an integral part of the Indian market
2. Rexona soap comes in 2 variants – Green & White
3. Soaps have a lingering aromatic fragrance
4. Lower market share, but loyal customer base
5. Excellent branding and advertising

Rexona soap Weaknesses

Here are the weaknesses in the Rexona soap SWOT Analysis:

1. Limited share in the competitive soap industry
2. Rexona was merged with Lux earlier, which proved unsuccessful and then the brand was separated again

Rexona soap Opportunities

Following are the Opportunities in Rexona soap SWOT Analysis:

1. Better packaging and international distribution
2. Leveraging on use of natural ingredients to tap into semi-urban and rural markets

Rexona soap Threats

The threats in the SWOT Analysis of Rexona soap are as mentioned:

1. Competition from soap brands like Lux and Hamam
2. Plenty of cheaper and other alternatives available

Rexona soap Competition
Rexona soap Competitors

Below are the top 2 competitors of Rexona soap:

1. Lux
2. Hamam

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Rexona soap. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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