Dhara SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2125
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SWOT Analysis of Dhara with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Dhara 

Parent Company

Mother Dairy

Category

Cooking Oil

Sector

Food and Beverages

Tagline/ Slogan

Anokhi shudhta aanokha asar; Dhara Dhara shudhh Dhara

USP

First branded packaged oil in India, trusted for its purity and quality

STP

Segment

People who use oil for cooking

Target Group

Middle and upper middle class households

Positioning

An affordable oil brand known for its quality, freshness and purity

SWOT Analysis

Strengths

1.India’s first branded packaged oil
2. Strong brand name
3. Strong distribution network
4. Effective tamper proof tetra packaging

5.Good quality, pure oil at affordable prices

6.Strong parent brand of Mother dairy

7.Procurement of oil seeds from Indian farmers

Weaknesses

1.Lacks in marketing and advertising of the products
2.Strong competition from various brands
3.Lower market share as compared to a lot of brands

Opportunities

1.Innovation in marketing of the product
2.Advertise on various platforms like T.V., internet, print, out of home, etc.
3.Promote itself as a healthy brand

4.Product line extension

Threats

1.Strong competition
2.People reducing the use of oil due to health reasons
3.Further decline of the brand and the market share

Competition

Competitors

1.Saffola
2.Fortune
3.Sundrop

4.Sweekar

5.Gemini

 


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