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Rexona soap SWOT Analysis

Published by MBA Skool Team in FMCG category Last Updated: October 26, 2023Read time:

Here is a detailed SWOT analysis of Rexona soap covering strengths, weaknesses, opportunities and threats.

Rexona soap Strengths

  1. An indigenous brand created by HUL and has been an integral part of the Indian market
  2. Rexona soap comes in 2 variants – Green & White
  3. Soaps have a lingering aromatic fragrance
  4. Lower market share, but loyal customer base
  5. Excellent branding and advertising

Above are the strengths in the SWOT Analysis of Rexona soap. The strengths of Rexona soap looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Rexona soap Weaknesses

  1. Limited share in the competitive soap industry
  2. Rexona was merged with Lux earlier, which proved unsuccessful and then the brand was separated again

These were the weaknesses in the Rexona soap SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Rexona soap Opportunities

  1. Better packaging and international distribution
  2. Leveraging on use of natural ingredients to tap into semi-urban and rural markets

Above we covered the opportunities in Rexona soap SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Rexona soap Threats

  1. Competition from soap brands like Lux and Hamam
  2. Plenty of cheaper and other alternatives available

The threats in the SWOT Analysis of Rexona soap are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Rexona soap SWOT analysis.

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About Rexona soap

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Rexona soap Overview
Parent Company






Tagline/ Slogan

For clear flawless skin


Soap made from natural ingredients and oils for a silky soft and smooth skin

Rexona soap STP

Women looking for personal care natural skin care soap

Target Market

Middle class Women


Natural Skin Care soap for silky glowing skin

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. 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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