Proline India SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1696
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SWOT Analysis of Proline India with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Proline India

Parent Company

Bombay Dyeing/ Batra Group of 1983

Category

Apparels

Sector

Lifestyle and retail

Tagline/ Slogan

Been there and done that

USP

Leisure sports wear

STP

Segment

Sports and leisure wear for sports persons

Target Group

Sports men looking for comfortable clothing.

Positioning

Brand that respects individuality

SWOT Analysis

Strengths

1. Pioneer of creation of sports and leisure wear in Indian Market.

2. High profile sports-person from various sports like Cricket, and Badminton endorsed the brand.

3. Got international recognition for in sportswear t-shit category.

4. First brand and first mover in the sports category.
5. High quality sports apparel available at exclusive stores and multi-brand retail chains

Weaknesses

1. Limited presence in only major cities in India

2. Not able to meet the competition in terms of offering a wide range of products, designs as offered by competitors

3. Limited brand presence and local recognition compared to global giants

Opportunities

1. Price rationalization of products needs to be done.

2. High profile brand building needs to be done to rejuvenate the brand.
3. More stores and brand penetration along with advertising

Threats

1. Competition from international players in terms of designs colors and comfort.

2. Customer loyalty was a big challenge with various brands in the market.

3. Fila brand sold in Proline stores – There were chances of franchised brand cannibalizing the manufactured brand

Competition

Competitors

1. Nike

2. Reebok

3. Fila
4. Adidas



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