Listerine SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 11226

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

Listerine SWOT, Competitors, Marketing STP & Brand analysis Table
Listerine Brand Analysis
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 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

Listerine SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Listerine. Strengths are:

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


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


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


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

Listerine Competition

1. Colgate Plax

The brandguide table above concludes the Listerine 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 Listerine. 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.

Search & Explore : BrandGuide

The brand names and other brand information used in the BrandGuide section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only. Utmost care has been taken in the analysis of the brands. However, if you find any ambiguity kindly help us improve.

Edit the Brand or Add a New One : Contribute to BrandGuide
Share this Page on:
Facebook ShareTweetShare on Linkedin

Similar Brands in the same Sector: