Crax SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1422
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SWOT Analysis of Crax with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Crax

Parent Company

DFM Foods Ltd

Category

Snacks

Sector

Foods and Beverages

Tagline/ Slogan

-

USP

Pioneer in Indian packaged food market

STP

Segment

All people preferring Snacks

Target Group

People who eat corn rings(or any packed snack), especially children

Positioning

Healthier corn products which are baked, not fried

SWOT Analysis

Strengths

1. First of its kind produced launched in 1984 in India, it became an instant success and got the first mover advantage

2. It provides a healthier alternative for lunchbox for the school going kinds, and thus became popular among both the kids and their mothers

3.  Company has launched 4 product variants which allows a customer to pick from various flavor and thus keep them excited

4. Product are value for money and are available in both Rs.5 and Rs.10 packs, and thus ensures selling

4. Baked, not fried, CRAX Corn Rings have a lower fat content than most popular snacks

5. It has good promotion skills with television advertisement launched regularly

6. It has a wide distribution network across seven states in India, which allows it to reach wide market

Weaknesses

1. Marketing is done mainly through television only, rather than an integrated approach across various channel
2. The highly successful brand was out of major indian markets for long after its super success in 80s and 90s
3. Low penetration in rural areas

Opportunities

1. Sales and marketing is limited to eastern India only, which could be increased to other regions as well (geographical expansion)
2. Marketing innovations and new product developments

3. Rising disposable income, and increased rate of urbanization will continue to provide immense potential for the healthy growth of the processed food industry

Threats

1. More competitions from organized or unorganized FMCG sectors

2. Increased health consciousness among people

3. Rising price of Raw Materials

Competition

Competitors

1. Balaji Namkeens

2. Fritolays Co.

3. Haldirams

4. Perfetti Van Melle



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