Kotex SWOT Analysis, Competitors & USP

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

Kotex SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Kotex, 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 Kotex to benchmark its business & performance as compared to the competitors, and make strategic improvements. Kotex is one of the leading brands in the FMCG sector.

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

SWOT Analysis of Kotex

For Kotex, 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.

Kotex Strengths

The strengths of Kotex 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 Kotex :

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

Kotex 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 Kotex SWOT Analysis:

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

Kotex 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 Kotex SWOT Analysis:

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

2. Advertise through online medium

Kotex 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 Kotex are as mentioned:

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

Kotex Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Kotex:

1. Whisper

2. Stayfree

3. Carefree

Hence this concludes the Kotex SWOT analysis.

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About Kotex

Kotex Overview
Parent Company






Tagline/ Slogan

‘Break the cycle’


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

Kotex STP

Sanitary Pads, tampons and liners

Target Market

Young women


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

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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