Sanifresh SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 4282

SWOT analysis of Sanifresh analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Sanifresh 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 Sanifresh to benchmark its business & performance as compared to the competitors and industry. Sanifresh is one of the leading brands in the FMCG sector. The table below also lists the top Sanifresh competitors and elaborates Sanifresh market segmentation, target group, positioning & Unique Selling Proposition (USP).

Sanifresh SWOT, Competitors, Marketing STP & Brand analysis Table
Sanifresh Brand Analysis
Parent Company



Home Care brands



Tagline/ Slogan

Guaranteed germ kill


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

Sanifresh STP

Liquid toilet cleaner

Target Group

Middle class households looking for a cost effective product


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

Sanifresh SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Sanifresh. Strengths are:

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


Here are the weaknesses in the Sanifresh SWOT Analysis:

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


Following are the Opportunities in Sanifresh SWOT Analysis:

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


The threats in the SWOT Analysis of Sanifresh are as mentioned:

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

Sanifresh Competition

Below are the top 3 Sanifresh competitors:


The brandguide table above concludes the Sanifresh 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. Browse marketing analysis of more brands and companies similar to Sanifresh. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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