Johnson's Baby Oil SWOT Analysis, USP & Competitors

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SWOT Analysis of Johnson's Baby Oil with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Johnson's Baby Oil

Parent Company

Johnson and Johnson


Baby care



Tagline/ Slogan

Love in a bottle; Turn on a tan with Johnson's


Mild, Gentle and moisturizing mineral baby oil



Baby care product

Target Group

Babies and mothers


A silky soft moisturizer for silky soft skin it locks in up to ten times more moisture on wet skin than an ordinary lotion can on dry skin, leaving the baby's skin soft and smooth. This gentle oil is also easy to spread, so it's ideal for baby massage

SWOT Analysis


1. Trusted brand serving for more than 120years

3. J&J Oils are popular amongst urban mothers for their children
3. Mildly perfumed and non staining
4. The most widely distributed baby oil brand in India
5. Good advertising and reach
6. Strong backing of the brand by the J&J brand


1. The oil doesn’t helps dry skin in winters
2.Limited presence in the rural market where indigenous oils are considered better


1. Promote brand to be also used by mothers
2.Rural market tapping through sachets
3.Tie-ups with hotel chains, children playhouses, crèches


1.Competitive brands and products in the same segment
2. Indigenous products as substitutes



1.Figaro olive oil
2.Himalaya herbal


The table above concludes the Johnson's Baby Oil SWOT analysis along with its marketing and brand parameters.


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