Rexona soap SWOT Analysis, Competitors & USP

SWOT analysis of Rexona soap analyses the brand by its strengths, weaknesses, opportunities & threats. In Rexona soap SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Rexona soap to benchmark its business & performance as compared to the competitors. Rexona soap is one of the leading brands in the FMCG sector.

The article below lists the Rexona soap SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Rexona soap SWOT Analysis:

SWOT Analysis of Rexona soap

For Rexona soap, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Rexona soap Strengths

The strengths of Rexona soap looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Rexona soap :

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

Rexona soap Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Rexona soap SWOT Analysis:

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

Rexona soap Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Rexona soap SWOT Analysis:

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

Rexona soap Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Rexona soap are as mentioned:

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

Rexona soap Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 2 competitors of Rexona soap:

1. Lux
2. Hamam

Hence this concludes the Rexona soap SWOT analysis.

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About Rexona soap

Rexona soap Overview
Parent Company	HUL
Category	FMCG
Sector	FMCG
Tagline/ Slogan	For clear flawless skin
USP	Soap made from natural ingredients and oils for a silky soft and smooth skin
Rexona soap STP
Segmentation	Women looking for personal care natural skin care soap
Target Market	Middle class Women
Positioning	Natural Skin Care soap for silky glowing skin

This article has been researched & authored by the Content & Research Team. 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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