Strengths

Unique and interesting scents

Various formats for consumer occasions

Strong positioning around experiential occasions

Leading brand recognition and awareness

Weakness

Packaging not differentiated, needs promotion help on shelf

Brand is broken up at shelf by type not presenting itself as a range of options

Product focuses on covering up smells vs cleaning

Opportunities

All natural line up

Pet related product line

Product that promotes cleaning odor and scent

Smaller handheld packaging for on the go use

Gift baskets or assortment related special buying opportunities

Subscription based plug in delivery for busy households

Threats

Consumer movements towards greener, less chemicals