Harrisons Malayalam SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1184
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SWOT Analysis of Harrisons Malayalam with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Harrisons Malayalam Ltd

Parent Company

RPG Group

Category

Food Processing

Sector

Foods and Beverages

Tagline/ Slogan

Wake the energy within you(For brand Surya)

USP

Quality, Consistency and colour

STP

Segment

People preferring tea

Target Group

Targeting different segments with regular and premium brands

Positioning

Tea available in two variants-CTC and organic

Product Portfolio

Brands

1.Mountain Mist

2. Harrisons Gold

3. Surya

4. Surianalle

5.Lockhart

6. Touramulla

SWOT Analysis

Strengths

1.HML is one of the most diversified agro-based company having 150 years of experience in corporate farming

2.It is the largest producer of tea in South India and pineapples in India

3.In tea brands, it has regular brands as well as premium brands thus having a huge market share

4.It also produces smaller quantities of a variety of other exotic horticultural crops like Areca nut, Banana, Cardamom, Cocoa, Coffee, Coconut, Pepper and Vanilla

Weaknesses

1.Lot of competitionmeans limited market share

2.Decline in company’s tea exportsis a concern

3.Highly fragmented market in India

Opportunities

1.Come with more flavours in tea

2.Postion tea as a healthy drink as compared to coffee

3.Increase its presence in rural market

Threats

1. Suppliers from efficient markets like Kenya. Sri Lanka, Vietnam, etc. entering the market

2.Competition from local and regional players

3.Youth does not prefer tea

4.Substitues like juices are becoming more popular

Competition

Competitors

1.Tata tea

2.Society

3.Waag bakri

4. Brooke-bond Lipton



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