Listerine SWOT Analysis

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

Listerine SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Listerine, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

Listerine is one of the leading brands in the FMCG sector. The article below lists the Listerine SWOT, competitors and includes its target market, segmentation, positioning & USP.

SWOT Analysis of Listerine

For Listerine, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Listerine Strengths

The strengths of Listerine looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value.

A list of strengths is mostly the starting point in starting SWOT analysis. Below are the Strengths in the SWOT Analysis of Listerine :

1.  Only company that holds all the medical approvals and certifications from higher medical boards which ensure the customers that Listerine is the choice of the doctors and dentists
2. Positive consumer Image
3.  First producer of Oral dental hygiene products
4. Excellent advertising and branding through TVCs and print ads

Listerine Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Listerine SWOT Analysis:

1. It is a weak substitute to toothpaste, which has a huge market
2. Primarily an urban product hence limited target audience

Read more about Listerine

Listerine Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Listerine SWOT Analysis:

1. Huge opportunity for market expansion
2. Introduction of new product range – variants
3. Tie-ups with hotel chains, resorts, corporates etc

Listerine Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Listerine are as mentioned:

1. Competition has an advantage of an established brand name in India
2. Niche segment with very low consumer awareness

Hence this concludes the Listerine SWOT analysis.

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About Listerine

Listerine Overview
Parent Company

Johnson & Johnson





Tagline/ Slogan

Listerine fights bad breath ; What brushing starts, Listerine finishes; Kills germs that cause bad breath


Listerine has been the first producer of Oral health care products in the market which gives a competitive advantage to it.

Listerine STP

Personal Care – Oral Hygiene – Mouth Wash

Target Market

For special oral hygiene needs of well-to-do families in Urban and Semi Urban areas


Listerine kills bacteria that causes bad breath & helps prevent plaque build-up & gum disease while fighting off gingivitis

Listerine Competitors

1. Colgate Plax

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.

Browse marketing analysis of more brands and companies similar to Listerine. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2000 brands from over 20 industry sectors.

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