Rexona soap SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 12122

SWOT analysis of Rexona soap analyses the brand/company with 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 and industry. Rexona soap is one of the leading brands in the FMCG sector. The table below also lists the top Rexona soap competitors and elaborates Rexona soap market segmentation, target group, positioning & Unique Selling Proposition (USP).

Rexona soap SWOT, Competitors, Marketing STP & 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

Rexona soap SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Rexona soap. Strengths are:

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


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


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


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

Below are the top 2 Rexona soap competitors:

1. Lux
2. Hamam

The brandguide table above concludes the Rexona soap SWOT analysis along with its marketing and brand parameters.

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. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories.

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