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Reckitt Benckiser SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

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

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

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

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

Reckitt Benkiser


Health Hygiene



Tagline/ Slogan

Health Hygiene Home


One of the most innovative companies in health care

Reckitt Benckiser STP
Reckitt Benckiser Segmentation

Healthcare segment

Reckitt Benckiser Target Market

Urban households and hospitals, clinics

Reckitt Benckiser Positioning

Consumer centric innovation

Reckitt Benckiser Product Portfolio

1. Air Wick                  2. Brasso                  3. Calgon

4. Cillit Bang               5. Clearasil              6. Cherry Blossom

7. Colin                        8. Dettol                  9. Disprin

10.Durex                    11. Finish                 12. Gaviscon

13. Harpic                  14. Lizol                   15. Mortein

16. Nurofen               17. Robin                 18. Strepsils

19. Scholl                   20. Silvo                  21. Vanish

22. Veet                     23. Woolite

The above mentioned brands are the prominent products under the Reckitt Benckiser product portfolio.

Reckitt Benckiser SWOT Analysis
Reckitt Benckiser Strengths

Below are the Strengths in the SWOT Analysis of Reckitt Benckiser:

1. RB’s products have won many product of year awards
2. Price advantage due to its portable packaging

3. R& D infrastructure is strong and stable, so innovations are good

4.Strong promotion through advertising media and print media like TVCs, OOHs etc

5. Experienced and strong work force led by efficient management

6. Its operations are in over 60 countries and they are sold in over 180 countries

Reckitt Benckiser Weaknesses

Here are the weaknesses in the Reckitt Benckiser SWOT Analysis:

1. Retailers using expired products for sale affects brand image

2. Strong competition from industry leaders means market expansion is slow

Reckitt Benckiser Opportunities

Following are the Opportunities in Reckitt Benckiser SWOT Analysis:

1. Acquisitions of other companies and spreading the business.

2. Having new brands for the economy class and rural areas

3. Improve the overall distribution system.

Reckitt Benckiser Threats

The threats in the SWOT Analysis of Reckitt Benckiser are as mentioned:

1. Due to economic slowdown the purchasing power of the public decreases.

2.Due to change in Government, laws and polices sometimes an existing product performance is affected

3.Currency exchange rate fluctuations

4. Low cost substitutes present.

Reckitt Benckiser Competition

Below are the top 3 Reckitt Benckiser competitors:

1.Johnson & Johnson
3.Himalaya herbal

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 Reckitt Benckiser. 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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