Cif SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

Cif SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Cif, 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 Cif to benchmark its business & performance as compared to the competitors, and make strategic improvements. Cif is one of the leading brands in the FMCG sector.

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

SWOT Analysis of Cif

For Cif, 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.

Cif Strengths

The strengths of Cif 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 Cif :

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

Cif 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 Cif SWOT Analysis:

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

Cif 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 Cif SWOT Analysis:

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

Cif 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 Cif are as mentioned:

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

Cif Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Cif:

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

Hence this concludes the Cif SWOT analysis.

Continue reading more about the brand/company.

About Cif

Cif Overview
Parent Company

HUL (Unilever)


Home Care - Detergent



Tagline/ Slogan

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


The World’s leading cream cleaner


Specialist Surface Cleaner

Target Market

All households in the urban areas


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

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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