Nirula's SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 3299
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SWOT Analysis of Nirula's with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Nirula's

Parent Company

Nirula's

Category

Fast Food Eating Joints

Sector

Food and Beverages

Tagline/ Slogan

It's desilicious!

USP

India’s oldest and first chain of fast food restaurants

STP

Segment

Anyone who wants to have hygienic and good quality food

Target Group

Middle and upper middle class youth and families

Positioning

Indian fast food restaurant chain that serves  hygienic, good quality food at affordable price specializing in Indian style western fast food

SWOT Analysis

Strengths

1. More than 75 outlets in India, especially in NCR Delhi
2. Different type of restaurants like hotels, potpourri, ice cream parlors, pastry shops, etc.
3. Trusted for quality and hygiene
4. A popular brand name

5.Different variety of foods offered like cakes, pastries, fast food, Indian and other cuisines.

6. Competitive pricing strategy

7. Chance for expansion and improvement after its recent acquisition

Weaknesses

1.Strong competition from international food joints means limited market share
2.Limited reach - Popular only in north India
3.Franchisee structure has its risk of not being operated well by the franchisee owner
4.The youth is more attracted to the western fast food joints (international chains) due to its extensive advertising & reach

Opportunities

1.Expansion of the chain throughout India and then globally
2.Improve its operational efficiency
3.Train the staff to serve the customers better and improve customer’sexperience

4. Effectively market itself through innovative ways of advertising and marketing

5. Open hotels in metro cities of India

Threats

1.Economic instability causing reduction in spending power of people
2.Stiff competition from international players in all segments of operation like ice cream segment, café, pizza, burger segments, etc.
3.Inefficient operation of the franchisees

Competition

Competitors

1.Mc Donald
2.Pizza Hut
3.KFC

4.Cafe Coffee Day

5.Barista

6.Not Just Paranthas

7.Baskin Robins

8.Local fast food joints


The table above concludes the Nirula's SWOT analysis along with its marketing strategy and brand parameters.

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