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Kotex SWOT Analysis

Published by MBA Skool Team in FMCG category Last Updated: November 17, 2023Read time:

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

Kotex Strengths

  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

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

Kotex Weaknesses

  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

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

Kotex Opportunities

  1. Can increase awareness and encourage trials by associating with schools, colleges and women related seminars and forums
  2. Advertise through online medium

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

Kotex Threats

  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

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

Hence this concludes the Kotex SWOT analysis.

About Kotex

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

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 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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