Calgon SWOT Analysis, Competitors & USP

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


Parent Company

Reckitt Benckiser


Home Care brands



Tagline/ Slogan

Washing machines live longer with Calgon; Calgon, take me away!


The most trusted water purifier

Calgon STP


Water softner segment

Target Group

Urban middle class Housewives, industrialists


Maximum limescale protection

Calgon SWOT Analysis


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

1. RB has a tradition to bring innovative and high quality products
2. First of its kind to convert hard water into soft water
3. Brand presence due to wide distribution network
4. Good brand reputation and availability through multi-brand retails


1. Brand recall is not very high as people usually buy only detergents and not water softeners
2. Low penetration of Water softener segment in few areas


1.To bring variety in form of drops, small sachets and other types
2.To target each and every region to use the product
3. Tie-up with detergent brands for better promotion


1.Substitues and me too products
2.Not much scope for huge quantity use

Calgon Competition


Below are the 3 main Calgon competitors :


The brandguide table above concludes the Calgon 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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