Cif SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 4034
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SWOT Analysis of Cif with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Cif

Parent Company

HUL (Unilever)

Category

Home Care - Detergent

Sector

FMCG

Tagline/ Slogan

Tough Cleaning Minimum Effort; The best cleaner to let you shine

USP

The World’s leading cream cleaner

STP

Segment

Specialist Surface Cleaner

Target Group

All households in the urban areas

Positioning

A specialist surface cleaner that can be used on all types of surfaces - Kitchen tiles, gas stove, kitchen platform, floor, mirror, fridge, taps, bath tub and furniture

SWOT Analysis

Strengths

1. No. 1 cream cleaner in the world
2. Already an established brand in countries like France, Germany & Russia
3. Cif is sold in over 50 countries with the names like Jif, Vim, Viss and Handy Andy
4.Good brand presence in retail stores

Weaknesses

1. Small segment as it is only for urban areas primarily
2. Relevance only to Urban Population
3. Lesser advertising as compared to other fmcg brands

Opportunities

1. Rapidly growing niche market segment
2. Target tier 2 cities with smaller packages

Threats

1. Small Surface Cleaning Market in India (35 Crores/yr)
2. Competitors soon to challenge HUL in this segment with similar products with local and international brands

Competition

Competitors

1. Dazzl
2. Easy Off Bang (Reckitt Benckiser)
3. Mr Muscle (SC Johnson)



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