Comfort Fabric Conditioner SWOT Analysis, USP & Competitors

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SWOT Analysis of Comfort Fabric Conditioner with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Comfort Fabric Conditioner

Parent Company



Home Care - Detergent



Tagline/ Slogan

Comfort makes a good clothes day


Long lasting freshness and exceptional softness



Detergent – Pre Wash Softener

Target Group

Urban – Middle & Upper Class Households


Fabric conditioner that not only refreshes the clothes but also makes the wearer feel cared for.

SWOT Analysis


1. The world’s largest fabric conditioner brand
2.  Available in 2 variants – Comfort Lily Fresh & Comfort Blue
3.  Excellent distribution channel available


1. Comfort’s ad in UK that described Comfort Pure as "U.K.'s most trusted fabric conditioner for sensitive skin."was judged misleading recently, in response to a complaint from rival P&G.


1.Although the market is nascent, there is a hidden potential for such fabric care products in the urban market
2.The pre-wash treatment of clothes are new to consumers in emerging markets
3. Increased purchasing power and care for clothes


1. Still mainly used just in urban areas by middle and upper middle class families
2.The need for a fabric softener is not currently felt by Indian consumers
3.Hindrance to the category's acceptance will be the time and effort for using such a product



1. Bambi
2. Godrej Ezee

The table above concludes the Comfort Fabric Conditioner SWOT analysis along with its marketing and brand parameters.


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