Sanifresh SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 2345
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SWOT Analysis of Sanifresh with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Sanifresh

Parent Company

Dabur

Category

Home Care brands

Sector

FMCG

Tagline/ Slogan

Guaranteed germ kill

USP

Guaranteed germ kill formula containing ATAC that helps protect the family’s health while leaving the toilet sparkling clean and smelling fresh

STP

Segment

Liquid toilet cleaner

Target Group

Middle class households looking for a cost effective product

Positioning

Removes the toughest stains, cleans the toilet and imparts fragrance to it

SWOT Analysis

Strengths

1. Gives same benefits as other toilet cleaners at a lower price
2. New variants regularly introduced in the market
3. Presence in the market since long time
4. Sani Fresh Shine containing the formula ATAC guarantees germ kill

Weaknesses

1. Low presence in mass media and mainly advertises the promo tags only
2.Low value share in the market
3.More investment in discounted products thus lowers the expenditure on promotions and advertisements

Opportunities

1. Tie ups with hotels, better PR and shelf visibility in supermarkets
2.Untapped rural market
3.New strategies and advertising campaigns to reach every household

Threats

1. Aggressive competition from well established names
2.Use of cheaper products in middle class households like phenyls and acid for toilet cleaning
3.Competition from local and international players

Competition

Competitors

1.Harpic
2.Domex
3.Kiwi



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