Purex SWOT Analysis, Competitors & USP

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


Parent Company



Soap & Detergents



Tagline/ Slogan

Pureclean. Purevalue. Purex.


A washing detergent which combines the cleansing advantages of bleach & washing powder

Purex STP


Soap & Detergents

Target Group

Upper middle class


A washing detergent which combines the cleansing advantages of bleach & washing powder and provides complete value-for-money

Purex SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Purex :

1. A renowned brand name worldwide
2. Bleaching characteristics differentiate it from its competitors
3. Strong in technology and R&D

4. Strong backing from parent company means good distribution


1. An image that it fades clothes fast
2. Weak foot-hold in emerging economies
3. Legal issues due to brand wars


1. Target emerging countries which has one of the largest potentials in the detergent market
2. Use non-traditional means of promotions to tap a significant market share
3.Introduction of better variants by technology development and innovations
4. Niche target market
5. Differentiate itself from other market players using the bleaching phenomenon and promoting the same


1. High competition from competitors

2. Low profit margins in detergent sector
3.Threat from existing and new players in the market

Purex Competition


Below are the 4 main Purex competitors :

2. Surf Excel

4. Ariel

The brandguide table above concludes the Purex 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.


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