Band-Aid SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Band-Aid analyses the brand by 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. Band-Aid is one of the leading brands in the FMCG sector.

The table below lists the Band-Aid SWOT (Strengths, Weaknesses, Opportunities, Threats), top Band-Aid competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Band-Aid SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & 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.

SWOT Analysis of Band-Aid
Band-Aid Strengths

Below are the Strengths in the SWOT Analysis of Band-Aid:

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

Band-Aid Weaknesses

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

Band-Aid Opportunities

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

Band-Aid Threats

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
Band-Aid Competitors

Below are the top 2 competitors of Band-Aid:

1.Dettol Plasters

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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