BPL SWOT Analysis, Competitors & USP

Posted in Consumer Electronics, Total Reads: 2784

SWOT Analysis of BPL with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

BPL(originally British Physical Laboratories) Group


Home Appliances


Consumer Electronics

Tagline/ Slogan

Believe in the Best; Happier Living Everyday


Renowned Indian electronics brand with high emphasis on quality



Consumer appliances, home entertainment, health equipment (under “SureCare” brand)

Target Group

Middle class segment and health care providers


A complete day-to-day solution (for consumer electronics);

BPL SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of BPL :

1. Ranked among the top 100 most trusted brands in India
2. Tie up with Sanyo for technology transfer to manufacture CTVs

3. Strong brand with a legacy of making smart and popular TVs

4. Brand had strong advertising through TVCs and print media

5. Entire portfolio includes Medical equipment, televisions, refrigerators, washing machines, microwaves & audio equipment


1.Expansion into several unrelated sectors led to the downfall
2.Lack of economies of scale compared to the Korean giants
3.Being an Indian brand leads to lower brand perception compared to the global brands


1.Medical devices market market is likely to grow annually in the coming years
2. Growing consumer appliances market in tier -2,3 cities


1.Overseas competitors winning over BPL’s customer segment
2. Rapidly changing technology and new features being added by foreign players

BPL Competition


Below are the 3 main BPL competitors :

2.LG electronics
3. Videocon

The brandguide table above concludes the BPL SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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