Brasso SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 1964

SWOT Analysis of Brasso with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Reckitt Benckiser


Home Care brands - Metal Polish



Tagline/ Slogan

The new liquid metal polish


Works well on Brass, Copper, Stainless, Chrome, Aluminum, pewter and bronze



House Care - Metal Polish

Target Group

Urban & Semi-urban population; Commercial users


Multi -purpose metal  polish  for  cleaning and polishing brass,

pewter, chrome, copper and stainless steel.

SWOT Analysis


1. A 100 year old brand - High recollection value
2. Can be used on a variety of metal surfaces
3. Has expanded to be used for cleaning CDs/DVDs & screens
4. Good distribution and availability due to R&B’s global network
5. Available in over 30 countries


1. Limited advertising on TVCs and print ads compared to other R&B products
2. Not much market presence in emerging markets like India, where traditional polishes still used


1. High demand for specialised polishes in the market
2. To be used for cleaning screens, mobile pads in new products
3. More penetration through better advertising and band visibility


1. Availability of cheap imitations & other products
2. Not much used commercially where it can have the maximum presence
3. Not much visibility for the product owing to low advertising spends



1. Inox
2. Dr. PLUS

The table above concludes the Brasso SWOT analysis along with its marketing and brand parameters.


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