Finish SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 4121

SWOT Analysis of Finish with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Reckitt Benckiser


Home Care brands



Tagline/ Slogan

Finish - The Diamond standard of dishwashing ; Join the Finish revolution


Powerful solution for dish washing problems.

Finish STP


Dishwasher/home care segment

Target Group

Housewives from urban households


A powerful dishwasher solution that saves water, energy and time.

Finish SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Finish :

1. Various products available in powder & Gel form
2. Recommended by leading dishwasher manufacturers
3. Diverse range of products, from simple cleaning to a sparkling shine
4. Finish form R&B is available in approx 75 countries, making is a leader in the segment


1. Despite being a widely available product, brand awareness is limited
2. High brand witching amongst customers due to make options available, hence limited loyalty


1. Huge scope for expansion of dishwasher market in emerging economies
2. Brand name of Finish will help it associate with Dishwasher manufacturers and sell its product
3. Tie-ups wit hotel chains, restaurants etc


1. Washing powders used as dishwashers.
2. Not much scope for active advertising due to low penetration levels

Finish Competition


Below are the 3 main Finish competitors :

1. Vim
2. Dishmatic
3. Fortune

The brandguide table above concludes the Finish SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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