Listerine SWOT analysis – SWOT analysis of Listerine: Listerine is a well-known name of mouthwash offered through Johnson & Johnson. It is a product that claims to eliminate 99 percent of bacteria and is a wildly popular oral care product across every market it is sold. Its product is available in over 90 countries around the globe with the same brand name. A mouth care product that offers multiple advantages, such as strengthening gums, preventing gingivitis, preventing teeth from becoming damaged, treating bad breath, assisting in the control of sensitive teeth, and also preventing tooth decay.
The product, which has been recommended by dentists and specialists was initially introduced to treat the condition known as halitosis. It became an extremely popular product that addressed numerous issues with oral care. The product, which was released first in 1879 was named in honor of popular English dentist Joseph Lister and it was first utilized as antiseptic treatment.
Listerine fun facts: Listerine’s inventor Joseph Lawrence developed the product not as a mouthwash, but as a general germicide and surgical antiseptic. The name Listerine is a tribute to an English doctor Joseph Lister who discovered antiseptics like carbolic acid, helped reduce post-surgical infection.
About Listerine – SWOT analysis of Listerine
Company: Johnson & Johnson
CEO: Dr. Joseph Lawrence
Founder: Dr. Joseph Lawrence
Year founded: 1879
Headquarters: Morris Plains, New Jersey
Annual Revenue: USD$354 million
Profit | Net income: USD$22 million
Number of employees: 214
Products & Services: Mouthwash | Toothpaste
SWOT analysis of Listerine – Listerine SWOT analysis
SWOT Analysis Of Listerine is brand-based. SWOT Analysis of Listerine evaluates the brand’s strengths, weaknesses, opportunities, and threats. Advantages and disadvantages can be attributed to internal factors while opportunities and threats can be attributed to external factors. We will be discussing Listerine’s SWOT Analysis. Below is the detailed SWOT Analysis of Listerine.
Let’s talk about Listerine’s SWOT assessment.
Strengths of Listerine – Listerine SWOT analysis
- Many Benefits: Listerine provide multiple benefits for customers like treatment of gingivitis and halitosis, stopping the development of cavities, strengthening teeth, making breath fresher, whitening teeth, and reducing sensitivity to gums and teeth.
- Halitosis marketing: Bad breath or halitosis was not thought of as a medical issue until the time Listerine changed it into one, and then positioned it as an acquirer. Mouthwashes made bad breath appear so important and linked with self-esteem and portrayed those with halitosis who were low on self-esteem. This led to an increase in the branding value of Listerine.
- Expert reviews: In addition to placing Listerine in the role of a commercial product and a brand, the company also tried to promote it to dentists, to whom the product was advertised as a disinfectant. These testimonials placed Listerine as a drug that dentists believed to be a remedy for bad breath.
- Use every day: While making people aware of Listerine proper care was given to ensure that it was advertised as a product for daily use. In actuality, in advertisements and also dental professionals, it is presented as a product that is effective only when it is used daily.
- Marketing strategy: The product that is a medical product utilizes fear as a motivator to advertise. The fear of being rejected or being rejected by friends or being rejected as a candidate for employment due to smelly mouths or bad breath was so strong that people were looking for a sure-fire solution to solve the problem.
Weaknesses of Listerine – SWOT Analysis Of Listerine
- Limited scope for the development of new products: In a mouthwash such as Listerine, there is no room for innovation. The product has to stay much or largely the same in order to have the desired effect. While the company has tried to introduce new versions for children that are not as potent, the scope for innovation is only in the case of Listerine.
- Advertising costs are high: To get an edge over competitors, Listerine has tried to change its image to a Lifestyle brand. To do this, it launched a new campaign in the US, UK, India, China, and some countries in Europe with the tagline ” Bring out the bold”. It’s a costly move however the brand has not achieved results that are in line with the amount of money it has spent.
- Low use: The penetration of Listerine is only around 16 percent among households, with an average of around 25 % for the whole category. This isn’t a huge amount as compared to other products within the area of oral health care and indicates that only a few people consider mouthwash to be a must-be used for oral hygiene.
- Confusion in positioning: Listerine began advertised as a treatment for tooth decay. But, when Johnson & Johnson decided to enter the market large market and with it, they redefined themselves as a retailer product, and what was sold in only pharmacies is now available in small stores. However, many consumers are uncertain about the distinction between Listerine as a medical device or a cosmetic item similar to toothpaste.
Opportunities of Listerine – Listerine SWOT analysis
- Low self-esteem: People particularly women are affected by low self-esteem because they are judged a lot by their appearance in the professional world in the present. Many brands have enjoyed massive success in the recent past, feeding off the self-esteem issues of millennials. Listerine is one of them. The increasing need for greater self-esteem presents a massive chance for products such as Listerine.
Threats of Listerine – SWOT analysis of Listerine
- The need for products that are ayurvedic: There is a lot of negative information about the adverse consequences of chemicals found in cosmetics and consumables. Listerine is entirely natural in the composition. This can adversely impact sales, as the balance shifts toward ayurvedic remedies.
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Listerine mouthwash stands in the highly competitive marketplace and becomes the first brand of mouthwash, not only because it is on the basis of Johnson &Johnson, there are several other reasons to ensure its success: first, it places great emphasis on the research and development of the new product as well as the innovation of the packaging, which make the brand value rise increasingly; second, it possesses a large amount of sales channels and superior marketing strategies, which make this product readily available; third, it has the advantage on price, which is relatively low when compared to its similar product, so people can afford it; fourth, it checks the quality strictly to guarantee the safety of its product; fifth, it has a great interest in public welfare undertakings, so that those who received its help will remember it and further become its loyal customers.
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