Henry Jones IXL SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 532

SWOT Analysis of Henry Jones IXL with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

‘Henry Jones IXL’

Parent Company

Coca-Cola Amatil




Food and Beverages

Tagline/ Slogan

Excellence since 1898


IXL brand name



Anyone who consumes processed jams, conserves and sauces

Target Group

Young kids and families


classic, good old-fashioned jam and marmalades

SWOT Analysis


1. Brand loyalty among the customers as the brand has been around since 1898
2. The iconic ‘Jam Factory’ in Prahran and its association with the brand
3. Large variety of flavours availabe
4. Strong and popular marketing campaigns

5. Product portfolio includes jams sauces and conservatives


1. Unavailability of different types of packaging, only available in traditional glass bottles
2. Unavailability in emerging markets of Asia
3. Unavailability of different SKUs


1. To move into convenience packaging like small sachets etc.
2. To introduce a line of low calorie jams and marmalades
3. To introduce an aggressive marketing campaign targeting adults highlighting multiple uses of jams other than just kids food


1. The growing consumer awareness regarding health concerns
2. Availability of substitutes like chocolate spreads, peanut butter etc.
3. Emergence on several foreign multinational players in the market



1. Aldi
2. Coles
3. Cottee’s



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