Viva SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Viva analyses the brand by its strengths, weaknesses, opportunities & threats. In Viva SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Viva to benchmark its business & performance as compared to the competitors. Viva is one of the leading brands in the FMCG sector.

The article below lists the Viva SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Viva SWOT Analysis:

SWOT Analysis of Viva

For Viva, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Viva Strengths

The strengths of Viva looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Viva :

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

Viva Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Viva SWOT Analysis:

1. GSK has made it as a flanker brand for Horlicks.

2. Brand has lower brand awareness and association.

Viva Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Viva SWOT Analysis:

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

2. Increasing advertising at the same time engaging in BTL activities to increase penetration

Viva Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Viva 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

Viva Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 4 competitors of Viva:

1. Cadbury Bournvita

2. Heinz Complan

3. Boost

4. Horlicks

Hence this concludes the Viva SWOT analysis.

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About Viva

Viva Overview
Parent Company






Tagline/ Slogan

‘Start to a bright and healthy day’


Contains VitaHealth, a combination of 9 essential vitamins and minerals

Viva STP

Health food drinks

Target Market



Just 2 cups a day give the nourishment to help provide a healthy foundation for life

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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