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Cif SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

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

SWOT analysis of Cif analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Cif SWOT Analysis, 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 industry. As of 2020, Cif is one of the leading brands in the FMCG sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Cif competitors and includes Cif target market, segmentation, positioning & Unique Selling Proposition (USP).

Cif SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Cif Brand Analysis
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

Cif Segmentation

Specialist Surface Cleaner

Cif Target Market

All households in the urban areas

Cif 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

Cif SWOT Analysis
Cif Strengths

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

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

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 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 Competition

Below are the top 3 Cif competitors:

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

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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Cif. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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