Scholl SWOT Analysis, USP & Competitors

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


Parent Company

Reckitt Benckiser


Personal Care Brands- Health



Tagline/ Slogan

Great feet feeling


One of the biggest brands in Foot care market sector



Foot care Segment

Target Group

Females demographic 18-50yrs


Good product specially for women who are looking for foot care

SWOT Analysis


1. Good product quality and strong backing of the RB brand

2.Very strong customer loyalty and name brand recognition among repeat purchase customers.

3.Product placement in high visibility areas in multiple types of retailers .

4.Excellent and stable sales staff

5.Multiple advertising vehicles, and a substantial advertising budget.

6.Established distribution channels and good availability


1.Products similar to those offered by competitors hence brand switching

2.Higher price point compared to other company products


1. Larger percentage of females in the workplace requiring to be dressed professionally for business

2. Women have a much greater selection of footwear in their wardrobe, thus enhancing the number of unit sales

3.New technology allowing for much greater comfort

4. Introduction of the brand to a new client base


1. Traditionally brand not appealing to the younger market

2. Non branded versions of the product taking market share

3.Price competition

4.Changes in styles of dress

5.Economic downturn resulting in decrease sales of dress shoes



1. Krack cream



The table above concludes the Scholl SWOT analysis along with its marketing and brand parameters.


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