Dettol SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 30663

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

Dettol SWOT, Competitors, Marketing STP & Brand analysis Table


Parent Company

Reckitt Benckiser


Personal care brand



Tagline/ Slogan

Be 100% sure


Dettol is the first of its kind in anti-bacterial segment.

Dettol STP


People looking for anti-bacterial personal hygiene 

Target Group

All age groups & households especially urban & tier 2 cities


Dettol have always been positioned as a 100% germ fighter with germ fighting and protection as the core value

Dettol SWOT Analysis


1. Dettol’s Germ-kill heritage (brown liquid) is seen as strong and adds on trustworthiness (RTB).

2. Excellent for treating skin irritations, cuts/bruises and seasonal applications.

3. Dettol brand comes from a reputable company with a strong legacy

4. Strong customer brand loyalty of all those using their products
5. Increasing popularity of Dettol soap as a germ killer and hygienic soap
6. Dettol has products like antiseptic liquid, soaps, sanitizers, bodywash etc

7. Strong advertising and marketing campaigns through TVC's, OOH hoardings, print media & online ads


1. Despite excellent product, limited penetration in rural markets
2. Competition from other similar products means stagnant market share for Dettol


1. Leverage the powerful brand equity associated with the Dettol Brand to make it an everyday use proposition.
2. Tie-ups with schools, hospitals, hotel chains etc
3. Better penetration in rural markets and emerging economies


1. Other main players in the antibacterial  category can affect market share of Dettol
2. Other emerging players and alternatives available

3. People opting for ayurvedic & natural treatments can reduce business



1. Savlon
2. Safeguard
3. Lifebuoy


The brandguide table above concludes the Dettol 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 Dettol. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories.

Search & Explore : BrandGuide

The brand names and other brand information used in the BrandGuide section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only. Utmost care has been taken in the analysis of the brands. However, if you find any ambiguity kindly help us improve.

Edit the Brand or Add a New One : Contribute to BrandGuide
Share this Page on:
Facebook ShareTweetShare on Linkedin

Similar Brands in the same Sector: