Kotex SWOT Analysis, USP & Competitors

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


Parent Company






Tagline/ Slogan

‘Break the cycle’


An age old brand with a wide range of products and always at the forefront of innovation



Sanitary Pads, tampons and liners

Target Group

Young women


Change the conversation surrounding feminine care from one of shame and embarrassment to one of open, honest dialogue.

SWOT Analysis


1. A 90 year old brand with many product lines to satisfy need sets of different consumers

2. Creative and attractive packaging

3. It enjoys the brand trust associated with Kimberley Clark


1. Company just relies on TV and print media for promotion, not much online presence

2. Not much innovation has been introduced in the product if compared to competitors who offer a much wider range


1. Can increase awareness and encourage trials by associating with schools, colleges and women related seminars and forums

2. Advertise through online medium


1. The market is quite cluttered with very strong global players as well as local companies

2. It is not a freely discussed topic in Indian society which makes targeting and promotion difficult



1. Whisper

2. Stayfree

3. Carefree

The table above concludes the Kotex SWOT analysis along with its marketing and brand parameters.


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