Crax SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1904

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


Parent Company

DFM Foods Ltd




Foods and Beverages

Tagline/ Slogan



Pioneer in Indian packaged food market



All people preferring Snacks

Target Group

People who eat corn rings(or any packed snack), especially children


Healthier corn products which are baked, not fried

SWOT Analysis


1. First of its kind produced launched in 1984 in India, it became an instant success and got the first mover advantage

2. It provides a healthier alternative for lunchbox for the school going kinds, and thus became popular among both the kids and their mothers

3.  Company has launched 4 product variants which allows a customer to pick from various flavor and thus keep them excited

4. Product are value for money and are available in both Rs.5 and Rs.10 packs, and thus ensures selling

4. Baked, not fried, CRAX Corn Rings have a lower fat content than most popular snacks

5. It has good promotion skills with television advertisement launched regularly

6. It has a wide distribution network across seven states in India, which allows it to reach wide market


1. Marketing is done mainly through television only, rather than an integrated approach across various channel
2. The highly successful brand was out of major indian markets for long after its super success in 80s and 90s
3. Low penetration in rural areas


1. Sales and marketing is limited to eastern India only, which could be increased to other regions as well (geographical expansion)
2. Marketing innovations and new product developments

3. Rising disposable income, and increased rate of urbanization will continue to provide immense potential for the healthy growth of the processed food industry


1. More competitions from organized or unorganized FMCG sectors

2. Increased health consciousness among people

3. Rising price of Raw Materials



1. Balaji Namkeens

2. Fritolays Co.

3. Haldirams

4. Perfetti Van Melle

The table above concludes the Crax SWOT analysis along with its marketing and brand parameters.


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