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Kimberly-Clark SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 10166

SWOT analysis of Kimberly-Clark analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Kimberly-Clark 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 Kimberly-Clark to benchmark its business & performance as compared to the competitors and industry. Kimberly-Clark is one of the leading brands in the FMCG sector. The table below also lists the top Kimberly-Clark competitors and elaborates Kimberly-Clark market segmentation, target group, positioning & Unique Selling Proposition (USP).

Kimberly-Clark SWOT, Competitors, Marketing STP & Brand analysis Table
Kimberly-Clark Brand Analysis
Parent Company

Kimberly-Clark Corporation


Personal and household products



Tagline/ Slogan

It feels good to feel


Strong brands such as Kleenex, Scott, Huggies among others

Kimberly-Clark STP

Products for daily needs

Target Group

All households


Global hygiene company offering personal care and consumer products

Kimberly-Clark SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Kimberly-Clark. Strengths are:

1. Portfolio consists of strong market leading products such as Kleenex, Scott, Huggies, Kotex and Depend 
2. Continuous investment in innovation and product marketing 
3. Strong performance of personal care products has helped support the top line growth 
4. Has over 40,000 employees, is listed among Fortune 500 companies and has presence in 175 countries

5. Efficient supply chain and strong management team

6. Taken responsibility to provide product donations, corporate contributions and volunteer efforts for variety of disasters which have taken place around the world

7. Heavily invested in sustainability, products with sustainable wood fiber, recycling of packaging etc.

8. Strong advertising and marketing of all its products ensures strong brand recognition


Here are the weaknesses in the Kimberly-Clark SWOT Analysis:

1. Intense competition means limited market share growth
2. Fake products sold under its brand name lead to brand dilution


Following are the Opportunities in Kimberly-Clark SWOT Analysis:

1. Strong potential in online growth of its products
2. Increasing customer preference for organic and natural care products 
3. Growing importance of emerging markets, and strengthen presence  in China and Russia

4. Acquisitions and alliances should help the company expand its global business portfolio


The threats in the SWOT Analysis of Kimberly-Clark are as mentioned:

1. Continued recession condition in Europe will affect its business 
2. Intense competition among FMCG companies to gain market share in consolidated markets
3. Threat from private labels which are cheaper as compared to Kimberly-Clark products

Kimberly-Clark Competition

Below are the top 3 Kimberly-Clark competitors:

1. The Procter & Gamble Company
2. Unilever Plc. 
3. Johnson & Johnson

The brandguide table above concludes the Kimberly-Clark 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 Kimberly-Clark. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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