Raindrops Basmati Rice SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 2731
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SWOT Analysis of Raindrops Basmati Rice with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Raindrops Basmati Rice

Parent Company

REI Agro Ltd

Category

Food Processing

Sector

Food and Beverages

Tagline/ Slogan

Delighting every sense, touching every chord

USP

Quality rice from a quality production process

STP

Segment

All rice eating individuals

Target Group

Quality conscious premium rice consumers

Positioning

Pure rice from pure water

SWOT Analysis

Strengths

1. Strongest procurement network with presence in all the basmati ‘mandis’ in the basmati paddy producing areas in India

2. One of the country’s largest parboiled rice facilities & advanced rice processing units supplied by leading global suppliers in food technology

3. Availability in wide range of packaging across all variants
4. Availability at 100,000 retailers in India along with modern format stores such as Walmart, Carrefour, Big Bazaar, and Spencer’s Retail etc

5. Strategic use of all available resources leads to reduced cost of production thus enabling delivery  at the most competitive prices

Weaknesses

1. Lack of marketing leads to poor brand recall among consumers

2. Relatively high pricing causes consumers to look for other alternative brands which in turn leads to lost opportunities to connect with consumers and establish a brand connect

3. Overdependence on rice farmers for supply of raw rice

Opportunities

1. Use of high quality rice in preparations of delicacies such as banana bread, Spanish rice, oat meals etc will increase the export demand

2. India is one of the fastest growing food markets in the world  which presents a huge opportunity

3. IPR of the word “Basmati” rice which is produced only in India and Pakistan due to agro-climatic conditions enables the producers to command a greater price from the global markets

Threats

1. Any change in the consumption pattern of Basmati rice or reduction in demand could adversely affect profitability

2. Due to seasonal nature of rice cultivation, anomalies in weather condition during that period can have adverse impact on production

3. Removal of minimum export price cap from export of basmati rice may invite new competitors

Competition

Competitors

1. Kohinoor Foods
2. KRBL (producer of India Gate Basmati Rice)
3. LT Foods

4. Dunar Basmati Rice

5.Amira Foods

6. Lal Quila Rice



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