Persil SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 6104

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


Parent Company

Henkel Ltd


Laundry & Home Care



Tagline/ Slogan

Dirt is Good


The brand has tried to communicate altruistic values by encouraging children to play outdoors and not worry about getting dirty. Washing clothes becomes a pleasure and stains don’t stand a chance

Persil STP


All users of Laundry & Home Care, Beauty Care and Adhesive Technologies

Target Group

Household users especially families with kids( Mass, Middle & Premium class)


The brand stands for fibre deep cleanliness and perfectly cared for laundry

Persil SWOT Analysis


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

1. High Brand awareness. Association with Unilever and Henkel both gives the brand superior recognition and favourable launches in various countries

2. A definite emotional connect with the consumer with encouragement for kids to be involved in outdoor activities and an environment friendly attitude

3. Technical expertises and innovations. The brand’s innovation like soap powder with a bleaching agent,tablets and capsules have managed to change the face of industry many times

4. Good brand visibility and distribution


1. A unique situation where the brand is owned by 2 giants in Henkel & Unilever and therefore has to compete with the other brands of its parent companies
2. Too much focus on emerging markets has shifted the focus from its established markets and led to market share losses to competitors

3. Henkel brands have focussed more on product technology and tried to sell developed products rather than sell needed products


1. Industry reports suggest interest in eco friendly products is likely to increase thus giving Persil to leverage one of its strength especially in Europe
2.Introduction of new line of products for its existing products like Persil-gel along with Persil can increase sales


1.The slump in growth of world economy especially Europe

2. The rise in fuel cost especially due to war like conditions in Africa is a cause of rise in costs
3.FMCG sector is facing price wars from major players, which leads to reduction in profit margins

Persil Competition


Below are the 3 main Persil competitors :


2. Tide

2. Household detergents used especially in rural sector

The brandguide table above concludes the Persil 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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