Ruchi Mahakosh Oil SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2787
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SWOT Analysis of Ruchi Mahakosh Oil with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Ruchi Mahakosh Oil

Parent Company

Ruchi Soya Industries Limited

Category

Cooking oil

Sector

Food and beverages

Tagline/ Slogan

Swaad ka khazana

USP

Purity and premium taste

STP

Segment

Food and beverages: Cooking oil

Target Group

Household women

Positioning

Excellent oil for cooking and frying

SWOT Analysis

Strengths

1. Cooking oil full of nutritional qualities

2. Contains polyunsaturated and monounsaturated fats which reduce serum cholesterol levels

3. Three variants Soyabean, Cotton seed and Groundnut

4. Product is in Green List of Greenpeace

5. Superior product quality

Weaknesses

1. No control on price as product is agro based hence  price fluctuate according to commodity market
2. Intense competition from existing brands means limited market share
3. Brand awareness and marketing lesser than some other brands

Opportunities

1. Developing other healthy products

2. Strengthening of Mahakosh portfolio
3. More advertising to tap the urban market and better rural peneration

Threats

1. Change in policy of edible oil by the Government

2. The business is subject to various regulations like health department, NGO’s etc.
3. Brand switching amongst food products can affect brand

Competition

Competitors

1. Dhara health

2. Sweekar

3. Saffola

4. Gemini

5. Sundrop


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