Slice SWOT Analysis, USP & Competitors

Slice

Parent Company

Pepsi Co

Category

Beverages

Sector

Food & Beverages

Tagline/ Slogan

Pure mango pleasre; Aamsutra; Ab Ras Barsega

USP

Mango for all seasons

Slice STP

Segment

Demographic, psychographic

Target Group

Youth in their late teens and twenties

Positioning

Pure Mango Pleasure

Slice SWOT Analysis

Strengths

1. Strong brand awareness, recall through memorable advertisements

2. Intense chemistry between celebrity brand ambassadors and brand positioning

3. Experiencing very fast growth due to excellent advertising through TVCs

4. Different pack sizes to cater to varying needs of the consumers

5. Good distribution and availability

6. Strong backing by the parent company adds value to the brand

Weaknesses

1. Perceived as just a fun drink and not as a health drink

2. Intense competition means market share is less and high brand switching exists

Opportunities

1. Shift in consumer behavior from carbonated drinks towards NCSD

2. Strong brand equity can be leveraged to launch more flavors

Threats

1. Competitors like Frooti and Maaza have a bigger market share

2. Substitutes for Mango drinks like Tropicana and Real are growing

3. Too dependent on just one brand ambassador, a risky situation

Slice Competition

Competitors

1. Frooti

2. Maaza

3. Tropicana

4. Dabur Real Juice