Cif SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 5876

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



Specialist Surface Cleaner

Target Group

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

Cif SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (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


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


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


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 3 main Cif competitors :

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

The brandguide table above concludes the Cif 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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