Kotex SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 7375

SWOT analysis of Kotex analyses the brand/company with its strengths, weaknesses, opportunities & threats. Kotex is one of the leading brands in the FMCG sector. The table below also lists the top Kotex competitors and elaborates Kotex segmentation, targeting, positioning & USP.

‘Kotex’

Parent Company

Kimberly-Clark

Category

FMCG

Sector

FMCG

Tagline/ Slogan

‘Break the cycle’

USP

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

Kotex STP

Segment

Sanitary Pads, tampons and liners

Target Group

Young women

Positioning

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

Kotex SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Kotex. Strengths are:

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

Weaknesses

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

Opportunities

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

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 Competition

Competitors

Below are the top 3 Kotex competitors:

1. Whisper

2. Stayfree

3. Carefree


The brandguide table above concludes the Kotex 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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