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Band-Aid SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 10356

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

Band-Aid SWOT, Competitors, Marketing STP & Brand analysis Table
Band-Aid Brand Analysis
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. Browse marketing analysis of more brands and companies similar to Band-Aid. 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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