Viva SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 1750
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SWOT Analysis of Viva with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

‘Viva’

Parent Company

GSK CH

Category

Healthcare/FMCG

Sector

Food and beverages

Tagline/ Slogan

‘Start to a bright and healthy day’

USP

Contains VitaHealth, a combination of 9 essential vitamins and minerals

STP

Segment

Health food drinks

Target Group

Family

Positioning

Just 2 cups a day give the nourishment to help provide a healthy foundation for life

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 made it as a flanker brand for Horlicks.

2. Brand has lower brand awareness and association.

Opportunities

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

2. Increasing advertising at the same time engaging in BTL activities to increase penetration

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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