Henry Jones IXL SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 554
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SWOT Analysis of Henry Jones IXL with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

‘Henry Jones IXL’

Parent Company

Coca-Cola Amatil

Category

Food

Sector

Food and Beverages

Tagline/ Slogan

Excellence since 1898

USP

IXL brand name

STP

Segment

Anyone who consumes processed jams, conserves and sauces

Target Group

Young kids and families

Positioning

classic, good old-fashioned jam and marmalades

SWOT Analysis

Strengths

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

Weaknesses

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

Opportunities

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

Threats

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

Competition

Competitors

1. Aldi
2. Coles
3. Cottee’s

 


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