Reckitt Benckiser SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 14487

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. Reckitt Benckiser is one of the leading brands in the FMCG sector. The table below also lists the top Reckitt Benckiser competitors and elaborates Reckitt Benckiser market segmentation, target group, positioning & Unique Selling Proposition (USP).

Reckitt Benckiser SWOT, Competitors, Marketing STP & 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

Healthcare segment

Target Group

Urban households and hospitals, clinics


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

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Reckitt Benckiser. Strengths are:

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


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


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.


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

The brandguide table above concludes the Reckitt Benckiser 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. Browse marketing analysis of more brands and companies similar to Reckitt Benckiser. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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