Ruchi Soya Industries SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2454
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SWOT Analysis of Ruchi Soya Industries with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Ruchi Soya Industries

Parent Company

Ruchi Group

Category

FMCG and Food products

Sector

Food and beverages and FMCG

Tagline/ Slogan

Soya for health

USP

India’s Number one cooking oil company

STP

Segment

Cooking oil and soya soap

Target Group

Household women

Positioning

Provide healthy oil to consumers

Product Portfolio

Brands

1. Mahakosh Oil                              2. Sunrich Sunflower Oil

3. Nutrela Oil                                   4. Nutri Gold Vanaspati

5. Nutrela                                         6. Ruchi No.1 Soap

SWOT Analysis

Strengths

1. Emphasis on superior procurement,  trading skills and tough quality control standards

2. Continuous innovation and an effort by the industry to meet consumer needs

3. Largest player in India in edible oil category

4. Wide and extensive distribution network of 6,30,000 retail stores

5. Over 5 Lac retail stores, 90 Company depots,  2000 distributors and a sales personnel of 200

6. First exporter of Soyabean meal to south east Asia and middle east markets

7. Crushing capacity of about 4 million tons annually in 14 plants, extend over 11 locations

Weaknesses

1. No control on raw material prices as product is agro based

2. Despite high quality product and good distribution, limited brand awareness compared to some other brands

Opportunities

1. Strengthening industry portfolio with other healthy additions

2. Control price fluctuations

3. Expansion into premium segments and global markets

4. Tie- up with restaurants and hotel chains

Threats

1. Food regulation by Government

2. Regulation and control by other authorities like NGO’s
3. Entry of more domestic and international players

Competition

Competitors

1. Agrotech Foods
2. Sanwaria Agro Oils Ltd



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