Piknik SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1092
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SWOT Analysis of Piknik with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Piknik

Parent Company

SM Foods, VFSL

Category

Snacks

Sector

Food and Beverage

Tagline/ Slogan

-

USP

Indian Packaged potato snack for timepass

STP

Segment

Semi urban, rural households with children

Target Group

Children 9 to 16 years , Low, Middle Income group

Positioning

Cheap, packaged readily available potato chip

SWOT Analysis

Strengths

1. Backed by SM Foods, a pioneer of packaged potato snack in India

2.Competitive pricing policy followed

3.Has developed variants for each target group

4.Attractive packaging targeted at children

5. Good availability and high quality packaging

Weaknesses

1. Supply chain and Distribution challenges

2.Lack of shelf space

3.Less brand recall compared to many top brands

Opportunities

1. Capitalize on ever growing export market

2.Optimize supply chain – procurement and distribution challenges to neutralize the negative impact already created

Threats

1.Stiff competition from international brands like Frito Lay

2.If distribution network  is not improved, unavailability might wipe away the product

3.Poor trade relations coupled with ever growing shelf space of competitors such as Frito Lay will negatively impact growth

Competition

Competitors

1.Cheetos

2.Lays

3.Unbranded potato chips



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