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

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

SWOT analysis of Purell analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Purell 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 Purell to benchmark its business & performance as compared to the competitors and industry. As of 2020, Purell is one of the leading brands in the FMCG sector.

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

Purell SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Purell Brand Analysis
Parent Company

Johnson and Johnson


Personal Care brands – Medicinal Product



Tagline/ Slogan

Imagine a touchable world


First hand sanitizer and is the brand most preferred by doctors, professionals and consumers

Purell STP
Purell Segmentation

Personal care- Sanitizer

Purell Target Market

Urban Upper Middle class

Purell Positioning

Just 1 squirt of PURELL Advanced Hand Sanitizer kills as many germs as two squirts of any other national brand

Purell SWOT Analysis
Purell Strengths

Below are the Strengths in the SWOT Analysis of Purell:

1. Johnson & Johnson (J&J), the world’s leading consumer health company
2. Innovative product that does not require water and portable to carry
3. Proper distribution channel and brand presence
4. Innovative product that has huge scope
5. Advertising and visibility is good due to being a J&J product

Purell Weaknesses

Here are the weaknesses in the Purell SWOT Analysis:

1. Product not popular in the rural market
2. Limited brand recall as compared to a few other brands

Purell Opportunities

Following are the Opportunities in Purell SWOT Analysis:

1. To introduce sanitizer for economy class.
2. Making available as sanitizer vending machines at airports and food joints.
3. More global penetration through targeted advertising

Purell Threats

The threats in the SWOT Analysis of Purell are as mentioned:

1. Me too products which are cheap
2. Substitues such as hand wash, soaps, etc
3. Competitors entering into the market

Purell Competition

Below are the top 5 Purell competitors:

1. Dettol Hand Sanitizer
2.Safetec hand sanitizer
3.CVS pharmacy


5.Germ X

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 Purell. 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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