Pickwick Cream Wafer Biscuits SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1846
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SWOT Analysis of Pickwick Cream Wafer Biscuits with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Pickwick Cream Wafer Biscuits

Parent Company

Pickwick Hygienic Products Ltd

Category

Wafer Snack

Sector

Food and Beverage

Tagline/ Slogan

Eet sum mor

USP

Quality and Packaging

STP

Segment

Wafer Biscuits

Target Group

Children and Teen population – lower and middle income group

Positioning

Tasty wafer biscuits of superior quality

SWOT Analysis

Strengths

1. Good attractive packaging of wafers

2.Available in different sizes to cater to a wider audience

3.Superior quality perception

4. Good distribution and availability at retail stores

5. Strong brand backing of parent brand

Weaknesses

1.Not much product differentiation with competitors

2.Poor availability in retail stores

3.Low brand loyalty amidst flooding of market with private label products

Opportunities

1. Opportunity in export to South East Asian region and Africa

2.Opportunity for volume growth through trade relations with new distribution channel such as Children’s stores

3.Promotional events such as bundling may increase sales

Threats

1.Threat is serious from private label and unbranded wafer biscuit products in terms of price

2.Lower price of unbranded wafers may prove unfavorable to Pickwik in a low loyalty product line

Competition

Competitors

1.Cadbury Perk

2. Other wafer brands



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