Rexona soap SWOT Analysis, Competitors & USP

Rexona soap

Parent Company

HUL

Category

FMCG

Sector

FMCG

Tagline/ Slogan

For clear flawless skin

USP

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

Rexona soap STP

Segment

Women looking for personal care natural skin care soap

Target Group

Middle class Women

Positioning

Natural Skin Care soap for silky glowing skin

Rexona soap SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (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

Weaknesses

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

Opportunities

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

Threats

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

Rexona soap Competition

Competitors

Below are the 2 main Rexona soap competitors :

1. Lux
2. Hamam