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Persil SWOT Analysis

Published by MBA Skool Team in FMCG category Last Updated: March 01, 2024Read time:

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

Persil Strengths

  1. High Brand awareness. Association with Unilever and Henkel both gives the brand superior recognition and favourable launches in various countries
  2. A definite emotional connect with the consumer with encouragement for kids to be involved in outdoor activities and an environment friendly attitude
  3. Technical expertises and innovations. The brand’s innovation like soap powder with a bleaching agent,tablets and capsules have managed to change the face of industry many times
  4. Good brand visibility and distribution

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

Persil Weaknesses

  1. A unique situation where the brand is owned by 2 giants in Henkel & Unilever and therefore has to compete with the other brands of its parent companies
  2. Too much focus on emerging markets has shifted the focus from its established markets and led to market share losses to competitors
  3. Henkel brands have focussed more on product technology and tried to sell developed products rather than sell needed products

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

Persil Opportunities

  1. Industry reports suggest interest in eco friendly products is likely to increase thus giving Persil to leverage one of its strength especially in Europe
  2. Introduction of new line of products for its existing products like Persil-gel along with Persil can increase sales

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

Persil Threats

  1. The slump in growth of world economy especially Europe
  2. The rise in fuel cost especially due to war like conditions in Africa is a cause of rise in costs
  3. FMCG sector is facing price wars from major players, which leads to reduction in profit margins

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

Hence this concludes the Persil SWOT analysis.

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About Persil

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

Persil Overview
Parent Company

Henkel Ltd


Laundry & Home Care



Tagline/ Slogan

Dirt is Good


The brand has tried to communicate altruistic values by encouraging children to play outdoors and not worry about getting dirty. Washing clothes becomes a pleasure and stains don’t stand a chance

Persil STP

All users of Laundry & Home Care, Beauty Care and Adhesive Technologies

Target Market

Household users especially families with kids( Mass, Middle & Premium class)


The brand stands for fibre deep cleanliness and perfectly cared for laundry

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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