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Listerine SWOT Analysis

Published by MBA Skool Team in FMCG category Last Updated: November 18, 2023Read time:

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

Listerine Strengths

  1. Only company that holds all the medical approvals and certifications from higher medical boards which ensure the customers that Listerine is the choice of the doctors and dentists
  2. Positive consumer Image
  3. First producer of Oral dental hygiene products
  4. Excellent advertising and branding through TVCs and print ads

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

Listerine Weaknesses

  1. It is a weak substitute to toothpaste, which has a huge market
  2. Primarily an urban product hence limited target audience

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

Listerine Opportunities

  1. Huge opportunity for market expansion
  2. Introduction of new product range – variants
  3. Tie-ups with hotel chains, resorts, corporates etc

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

Read more about Listerine

Listerine Threats

  1. Competition has an advantage of an established brand name in India
  2. Niche segment with very low consumer awareness

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

Hence this concludes the Listerine SWOT analysis.

About Listerine

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

Listerine Overview
Parent Company

Johnson & Johnson





Tagline/ Slogan

Listerine fights bad breath ; What brushing starts, Listerine finishes; Kills germs that cause bad breath


Listerine has been the first producer of Oral health care products in the market which gives a competitive advantage to it.

Listerine STP

Personal Care – Oral Hygiene – Mouth Wash

Target Market

For special oral hygiene needs of well-to-do families in Urban and Semi Urban areas


Listerine kills bacteria that causes bad breath & helps prevent plaque build-up & gum disease while fighting off gingivitis

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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