Confetteria Raffaello SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2826
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SWOT Analysis of Confetteria Raffaello with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Confetteria Raffaello

Parent Company

Ferrero

Category

Chocolates

Sector

Food and Beverages

Tagline/ Slogan

OhneSchokolade (Absolutely…Without Chocolate)

USP

A premium coconut almond sweet

STP

Segment

People looking for a premium sweet for eating or gifting

Target Group

All age group, especially children and youth

Positioning

An alternate to chocolate based sweet, i.e. a premium sweet containing no chocolate

SWOT Analysis

Strengths

1.A popular brand and high product quality
2. Parent brand of Ferrero
3. Perceived as a premium quality product
4. Customer loyalty

5. A niche product, i.e. a coconut sweet

6.Attractive packaging

7.Ideal product for gifting

Weaknesses

1.Being a premium product, they are expensive
2.Not easily available everywhere
3.Limited advertising as compared to top of the mind chocolate brands

Opportunities

1.Advertise on different platforms
2.Reach out in the developing markets
3.Rise in purchasing power of people in developing countries

Threats

1.Fear of imitation
2.Rise in cost of raw materials
3.Eurozone crisis and global economic instability

Competition

Competitors

1.Bounty
2.Cadbury



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