Sanifresh SWOT Analysis, Competitors & USP

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

Sanifresh SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Sanifresh, 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 make strategic improvements. Sanifresh is one of the leading brands in the FMCG sector.

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

SWOT Analysis of Sanifresh

For Sanifresh, 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.

Sanifresh Strengths

The strengths of Sanifresh 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 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

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 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

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 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 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 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 Competitors

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


Hence this concludes the Sanifresh SWOT analysis.

Continue reading more about the brand/company.

About Sanifresh

Sanifresh Overview
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 Market

Middle class households looking for a cost effective product


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

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.

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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