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Listerine SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

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

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. As of 2020, Listerine is one of the leading brands in the FMCG sector.

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

Listerine SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & 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
Listerine Segmentation

Personal Care – Oral Hygiene – Mouth Wash

Listerine Target Market

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

Listerine Positioning

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

Listerine SWOT Analysis
Listerine Strengths

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

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

Listerine Opportunities

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 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

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 Listerine. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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