Reckitt Benckiser SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: August 16, 2021

Reckitt Benckiser SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Reckitt Benckiser, 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 make strategic improvements. Reckitt Benckiser is one of the leading brands in the FMCG sector.

The article below lists the Reckitt Benckiser SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Reckitt Benckiser SWOT Analysis:

SWOT Analysis of Reckitt Benckiser

For Reckitt Benckiser, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Reckitt Benckiser Strengths

The strengths of Reckitt Benckiser looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 4 competitors of Reckitt Benckiser:

1. Johnson & Johnson
2. Unilever
3. P&G
4. SC Johnson

Hence this concludes the Reckitt Benckiser SWOT analysis.

Continue reading more about the brand/company.

About Reckitt Benckiser

Reckitt Benckiser Overview
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 Market

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.Woolite                  11. Finish                 12. Gaviscon

13. Harpic                  14. Lizol                   15. Mortein

16. Nurofen               17. Robin                 18. Strepsils

19. Scholl                   20. Silvo                  21. Vanish

22. Veet

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

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.

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