Reckitt Benckiser SWOT Analysis, USP & Competitors

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

Reckitt Benckiser

Parent Company

Reckitt Benkiser


Health Hygiene



Tagline/ Slogan

Health Hygiene Home


One of the most innovative companies in health care



Healthcare segment

Target Group

Urban households and hospitals, clinics


Consumer centric innovation

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

SWOT Analysis


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


1. Retailers using expired products for sale affects brand image

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


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.


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.



1.Johnson & Johnson
3.Himalaya herbal

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


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