Sanifresh SWOT Analysis, Competitors & USP

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

SWOT analysis of Sanifresh analyses the brand by 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. Sanifresh is one of the leading brands in the FMCG sector.

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

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

SWOT Analysis of Sanifresh
Sanifresh Strengths

Below are the Strengths in the SWOT Analysis of Sanifresh:

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

Sanifresh Weaknesses

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

Sanifresh Opportunities

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

Sanifresh Threats

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
Sanifresh Competitors

Below are the top 3 competitors of Sanifresh:


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 Sanifresh. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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