Maltova SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

GSK CH

Healthcare

FMCG

‘The yummy choco malt drink’

A tasty malt drink that contains essential vitamins, minerals and carbohydrates

Health food drinks

Kids

Tasty drink with energy

Below are the Strengths in the SWOT Analysis of Maltova:

1. The brand name conveys the malt basis of the formulation and once was synonymous with malt drinks category

2. Communication aptly targets kids by bringing in cartoon characters like Scooby doo.

3. It enjoys the strong distribution network of GSK

Here are the weaknesses in the Maltova SWOT Analysis:

1. GSK has not paid much attention to the brand and treated it as a flanker brand for Boost and Horlicks

2. Maltova, once a very popular brand, has lost significant brand equity due to lack of advertising and promotion.

Following are the Opportunities in Maltova SWOT Analysis:

1. Demographic trends like increasing population and purchasing power favor the consumer healthcare market, thus opportunities for growth.

2. Increasing penetration in rural markets

The threats in the SWOT Analysis of Maltova are as mentioned:

1. Aggressive marketing and promotion by competition
2. FDI in retail thereby allowing international brands and increasing bargaining power of big retailers which could negotiate for better margins

Below are the top 4 Maltova competitors:

1. Cadbury Bournvita

2. Heinz Complan

3. Boost

4. Horlicks