Band-Aid SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 9465

SWOT analysis of Band-Aid analyses the brand/company with its strengths, weaknesses, opportunities & threats. Band-Aid is one of the leading brands in the FMCG sector. In addition to SWOT Analysis, the table below also lists the top Band-Aid competitors and elaborates Band-Aid segmentation, targeting, positioning & USP.


Parent Company

Johnson & Johnson


Adhesive bandages



Tagline/ Slogan

Continuous Care; Heals the wound fast heals the hurt faster


Bandage which does not need any other medicine while applying on wound

Band-Aid STP


First aid, bandages

Target Group

All age groups


Band- aid creates a clear, flexible, breathable seal that keeps out water, dirt and germs to help prevent infection so cuts are better protected and heal quickly.

Band-Aid SWOT Analysis


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

1. The brand which is almost 86 year old has become generic to the category
2. The company has achieved economies of scale and economies of scope.
3. Strong brand loyalty and top-of-the-mind product
4. Successfully differentiated from competitors
5. Excellent advertising and branding through TVCs and print ads
6. Targeting a huge kids segment also by associating itself with cartoon character brands


Here are the weaknesses in the Band-Aid SWOT Analysis:

1. Similar products available at lower cost lead to brand switching
2. Only effective for superficial cuts/wounds


Following are the Opportunities in Band-Aid SWOT Analysis:

1. The acquisition of Pfizer will present company to support growth.
2. Increase global presence by acquisition and joint ventures
3.Tie-ups with schools, hospitals, clinics


The threats in the SWOT Analysis of Band-Aid are as mentioned:

1. Johnson & Johnson is in mature market with very low market growth rate
2.Private label has increased nonspecific growth rate
3. Availability of lower price substitutes and strong competitors

Band-Aid Competition


Below are the top 2 Band-Aid competitors:

1.Dettol Plasters

The brandguide table above concludes the Band-Aid 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.

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