Sangini SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 990
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SWOT Analysis of Sangini with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Sangini

Parent Company

Gitanjali

Category

Jewellery and diamonds

Sector

Lifestyle and retail

Tagline/ Slogan

For a special togetherness

USP

Designs are unique, specially targeting the newlywed couples

STP

Segment

Woman seeking jewellery, diamonds and lifestyle accessories

Target Group

Middle class earners and upper middle class who dwells in a city

Positioning

Authenticity, affordability and accessibility

SWOT Analysis

Strengths

1. Sangini is an expression of love, which targets really special group on special occasion
2. Has a strong backing of the parent company Gitanjali
3. The marketing campaign has celebrity brand ambassadors, which manages to attract customers
4. Excellent advertising and branding through TVCs and print ads

Weaknesses

1. Hasn’t been able to have a huge market share despite good brand presence in India
2. Limited global brand presence as compared to other brands

Opportunities

1. Need of production for colored jewels instead of elite colored diamonds
2. Expanding jeweler production capacity from 5,300 pieces per day to 8,000 pieces per day

Threats

1. Sluggish Economic growth
2. Increasing gold prices and shifting to silver jeweler
3. Presence of more international brands in the market

Competition

Competitors

1.Tanishq
2.Ciemme
3.TBZ



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