Description
SWOT ANALYSIS OF CIF
Cif
Parent Company
HUL (Unilever)
Category
Home Care - Detergent
Sector
FMCG
Tagline/ Slogan
Tough Cleaning Minimum Effort; The best cleaner to let you shine
USP
The World’s leading cream cleaner
STP
Segment
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, Positioning bath tub and furniture
SWOT Analysis
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 Strength 4.Good brand presence in retail stores
1. Small segment as it is only for urban areas primarily 2. Relevance only to Urban Population Weakness 3. Lesser advertising as compared to other fmcg brands
1. Rapidly growing niche market segment Opportunity 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 Threats products with local and international brands
Competition
1. Dazzl (Dabur) 2. Easy Off Bang (Reckitt Benckiser) Competitors 3. Mr Muscle (SC Johnson)
doc_668331960.docx
SWOT ANALYSIS OF CIF
Cif
Parent Company
HUL (Unilever)
Category
Home Care - Detergent
Sector
FMCG
Tagline/ Slogan
Tough Cleaning Minimum Effort; The best cleaner to let you shine
USP
The World’s leading cream cleaner
STP
Segment
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, Positioning bath tub and furniture
SWOT Analysis
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 Strength 4.Good brand presence in retail stores
1. Small segment as it is only for urban areas primarily 2. Relevance only to Urban Population Weakness 3. Lesser advertising as compared to other fmcg brands
1. Rapidly growing niche market segment Opportunity 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 Threats products with local and international brands
Competition
1. Dazzl (Dabur) 2. Easy Off Bang (Reckitt Benckiser) Competitors 3. Mr Muscle (SC Johnson)
doc_668331960.docx