Polyphenolics SWOT Analysis, USP & Competitors

Posted in Pharmaceuticals and Healthcare, Total Reads: 492
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SWOT Analysis of Polyphenolics with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Polyphenolics Inc

Parent Company

Constellation Brands Inc.

Category

HealthCare

Sector

Pharmaceutical and HealthCare

Tagline/ Slogan

Realizing the health benefits of the grape

USP

Strong science and portfolio of patented intellectual property to formulate reliable, substantive products.

STP

Segment

Standard and quality healthcare

Target Group

Nutrition and health conscious American adults

Positioning

A science-driven organization dedicated to researching and developing innovative products using grape-seed-derived polyphenols to deliver specific and documented health benefits.

SWOT Analysis

Strengths

1. Very strong research and development operations.
2. A portfolio of intellectual property, including a trademarked brand name and manufacturing and usage patents, further differentiating it from other commodity grape seed extracts.

3. Market leader in US grape seed extract market. Recipient of the Frost & Sullivan Best Practice Award has positioned itself to be successful in the competitive grape seed extract market.

4. Vertical Integration: Easy sourcing from wineries of the parent company. (Raw materials are by-products of the wine and grape juice-making processes.)

5. A subsidiary of Constellation Brands, which is known worldwide as a leading international producer and marketer of beverage alcohol brands.

Weaknesses

1. Huge R&D costs. Testing and trials take a lot of time for product innovation or new launches.

2. Product marketing is a very dependent on co-branding with other companies

Opportunities

1. Increasing its operations into other countries.

2. Unawareness among people about the health benefits of grape seed extract. Opportunity of market development.

3. Expanding the use of products in functional beverages and foods to build a leadership role for the company in the supplement industry.

Threats

1. Competition from the European incumbents.

2. Influx of low-cost, sub-standard Asian grape seed extracts.
3. Changing product features to maintain compliance with different government regulations and norms in different countries can alter consistency in quality.

Competition

Competitors

1. Burgandy

2. Naturex

3. Indena

 


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