Maltova SWOT Analysis, USP & Competitors

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SWOT Analysis of Maltova with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

‘Maltova’

Parent Company

GSK CH

Category

Healthcare

Sector

Food and beverages

Tagline/ Slogan

‘The yummy choco malt drink’

USP

A tasty malt drink that contains essential vitamins, minerals and carbohydrates

STP

Segment

Health food drinks

Target Group

Kids

Positioning

Tasty drink with energy

SWOT Analysis

Strengths

1. The brand name conveys the malt basis of the formulation and once was synonymous with malt drinks category

2. Communication aptly targets kids by bringing in cartoon characters like Scooby doo.

3. It enjoys the strong distribution network of GSK

Weaknesses

1. GSK has not paid much attention to the brand and treated it as a flanker brand for Boost and Horlicks

2. Maltova, once a very popular brand, has lost significant brand equity due to lack of advertising and promotion.

Opportunities

1. Demographic trends like increasing population and purchasing power favor the consumer healthcare market, thus opportunities for growth.

2. Increasing penetration in rural markets

Threats

1. Aggressive marketing and promotion by competition
2. FDI in retail thereby allowing international brands and increasing bargaining power of big retailers which could negotiate for better margins

Competition

Competitors

1. Cadbury Bournvita

2. Heinz Complan

3. Boost

4. Horlicks


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