Britannia Marie Gold SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 4207
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SWOT Analysis of Britannia Marie Gold with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Marie Gold

Parent Company

Britannia

Category

Biscuits

Sector

Food Products

Tagline/ Slogan

Tea time mein jaan daal de

USP

Healthy tea time biscuit

STP

Segment

Taste and Quality conscious children and adults

Target Group

All age groups middle and upper class people

Positioning

A biscuit to be had along with tea

SWOT Analysis

Strengths

1. Pricing is low which gives advantage for a high quality product

2. Good advertising and visibility through TVCs and print ads

3. Good product quality and packaging

4. Britannia's distribution and brand name has strong impact

5. Marie is recommended by dieticians as a perfect snack to take with tea etc

Weaknesses

1. Many competitors in this segment means limited market share
2. Customer loyalty is lesser in food markets and there is high brand switching

Opportunities

1. Tie-up with corporates/hotel chains

2. Perfect companion for Coffee/Tea so can be marketed with Coffee chains

Threats

1. Threat from wafer and salted snacks segment

2. Similar local and international branded biscuit categories

3. Parle innovated Digestive Marie

Competition

Competitors

1. Parle Marie

2. Priyagold Marie Lite

3. Local and imported Marie



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