Listerine SWOT Analysis, USP & Competitors

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


Parent Company

Johnson & Johnson




Personal Care - Mouthwash

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.



Personal Care – Oral Hygiene – Mouth Wash

Target Group

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

SWOT Analysis


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


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


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


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



1. Colgate Plax

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


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