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Persil SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Persil analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Persil 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 Persil to benchmark its business & performance as compared to the competitors and industry. As of 2020, Persil is one of the leading brands in the FMCG sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Persil competitors and includes Persil target market, segmentation, positioning & Unique Selling Proposition (USP).

Persil SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Persil Brand 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
Persil Segmentation

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

Persil Target Market

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

Persil Positioning

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

Persil SWOT Analysis
Persil Strengths

Below are the Strengths in the 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

Persil Weaknesses

Here are the weaknesses in the Persil SWOT Analysis:

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

Persil Opportunities

Following are the Opportunities in Persil SWOT Analysis:

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

Persil Threats

The threats in the SWOT Analysis of Persil are as mentioned:

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 top 3 Persil competitors:


2. Tide

2. Household detergents used especially in rural sector

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.

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 Persil. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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