Savlon SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 9190

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


Parent Company

Johnson & Johnson


Personal Care- Antiseptic



Tagline/ Slogan

Heals without hurting; Make your house a safe house


Non burning antiseptic liquid

Savlon STP


Antiseptic liquid-hygiene category

Target Group

All age groups


An antiseptic that does not hurt while healing

Savlon SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Savlon :

1. Brand of antiseptic liquid marketed by Johnson & Johnson
2. Clinically proven to be effective germ killer
3. Better scent and non-stinging properties
4. Plastic bottle is safer to handle

5. Has products like antiseptic liquid, wound wash, spray, bandages etc
6. Excellent advertising and brand visibility


1. Lesser brand recall as compared to Dettol, which is a leader in the segment
2. Limited penetration in the rural segment, which is  huge potential


1. Huge consumer market to tap
2. Popular in institutional market, can strengthen its position further
3.Tie-ups with hospitals, clinics, sports clubs etc


1. Dettol which is a big player in antiseptic market
2. Competitive pricing
3. Entry of newer and cheaper substitutes

Savlon Competition


Below are the 3 main Savlon competitors :


The brandguide table above concludes the Savlon 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.


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