DFM Foods Ltd SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1108
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SWOT Analysis of DFM Foods Ltd with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

DFM Foods Ltd

Parent Company

DFM Foods Ltd

Category

Snacks

Sector

Foods and Beverages

Tagline/ Slogan

-

USP

Pioneer in Indian snack food market

STP

Segment

All users of Snacks

Target Group

People who packed snacks (or any kind of snack), especially Kids

Positioning

Healthier snack products which are baked, not fried

SWOT Analysis

Strengths

1. DFM is considered a pioneer in the Indian packaged food market. First of its kind product Crax(Corn Rings) was 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.DFM offers a complete range of products consisting of 13 distinct product variants that include Bhujiyas, Daals, Mixtures and Nut-Mixes

4. Company is having one of the best HR practices across all areas

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

7.Facilities make use of state-of-the-art manufacturing equipment from across the globe, to ensure consistency and quality of all their products

Weaknesses

1. Higher operating costs and continuous price rise of raw materials

2. Marketing is done mainly through television only, rather than an integrated approach across various channels
3. Distribution network is confined towards the western region only, whereas significant opportunities exist for the company to expand
4. Low penetration in rural areas

Opportunities

1. Sales and marketing is limited to western 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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