Bulla Dairy SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1943
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SWOT Analysis of Bulla Dairy with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Bulla Dairy Foods

Parent Company

Bulla Dairy Foods

Category

Milk Products

Sector

Food and Beverages

Tagline/ Slogan

Bulla 1st Quality. Family dairy since 1910.

USP

The Taste of Real Dairy!

STP

Segment

Standard

Target Group

Household Consumers of Milk Products

Positioning

Bulla, loved and trusted by Australians for over 100 years, making delicious real dairy products for five generations.

SWOT Analysis

Strengths

1. Bulla is the most award winning dairy brand in Australia.
2. Manufactures and exports a range of ice cream, table cream, yogurt, sour cream, cottage cheese, and imitation cream under various brands.

3. Bulla is Australia's top selling ice cream in Supermarkets

4. Grand Dairy Awards and the Australian Dairy Industry Association of Australia Awards Champions.

5. Unique positioning: Bulla Dairy Foods is 100% Australian family owned and has been run by the same three families for five generations.

Weaknesses

1. Dependence on perishable product: Milk and milk products.

2.  Major presence in Australia only but Not a big player in Asia Pacific.

Opportunities

1. Expansion and market penetration of Bulla in the ice cream segment. (Peters and Streets’, the dominant ice cream brand, market share has slipped to 30 per cent; a drop of almost 10 per cent)

2. Expansion into Asia Pacific and other countries.

3. Opening retail chain/ restaurants serving signature food recipe items.

Threats

1. Spread of cattle diseases and epidemics can harm business.
2. Maintaining good quality and timely processes in perishable category is a challenge. Failure of distribution network or storage facilities can cause huge losses.

3. Inflation and increased fuel cost causes increase in costs.

Competition

Competitors

1. Lion Dairy and Drinks

2. Peters and Streets, Australia.

3.Tasmanian Heritage St Claire

 


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