SWOT Analysis

Strengths

The Swiffer brand has much key strength, which helped it create, and dominate the market. One strength, which is potentially underestimated, is its parent company P&G, with vast resources and willingness to spend big dollars to promote products. This along with the distribution, and innovative (line extension) leadership, is a key element to success and a strong point for Swiffer. Swiffer has its own brand specific strengths as well.

Being the first to and on the market, though a huge risk, helped Swiffer develop other key strengths.

Through heavy promotion in the beginning, Swiffer was quick to capture nearly ¼ of all cleaning dollars in a relative short amount of time. The innovator behind new products is often considered to be the standard.
With an already captured growing market, Key and timely innovations allowed Swiffer to expand the market even more creating even more brand loyalty and brand recognition through line extensions
The Kleenex phenomenon- some times in an industry certain brands become the identity of the product category as a whole to a very large degree with end users. For Example: It is common to refer to a facial tissue as a Kleenex rather than a tissue. It is also common to here people ask for a Coke rather than the specific carbonated beverage that the venue carries. For some time early in the in the refrigerator product life cycle, it was common to call it a Frigidaire as opposed to the brand it actually was or just refrigerator. “Q Tips” are another example. We believe due to primary and secondary research that, the swiffer brand is in a position to cash in on this phenomenon.

Swiffer has a reputation for being high quality and has high satisfaction rates among consumers. This is definitely a strength for many reasons, some of which include, making it easier to keep current market share and taking