Bulla Dairy SWOT Analysis, Competitors & USP

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

Bulla Dairy Foods

Parent Company

Bulla Dairy Foods

Category

Milk Products

Sector

Food & Beverages

Tagline/ Slogan

Bulla 1st Quality. Family dairy since 1910.

USP

The Taste of Real Dairy!

Bulla Dairy STP

Segment

Standard

Target Group

Household Consumers of Milk Products

Positioning

Bulla, loved and trusted by Australians for over 100 years, making delicious real dairy products for five generations.

Bulla Dairy SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Bulla Dairy. Strengths are:

1. Bulla is the most award winning dairy brand in Australia.
2. Manufactures and exports a range of ice cream, table cream, yogurt, sour cream, cottage cheese, and imitation cream under various brands.

3. Bulla is Australia's top selling ice cream in Supermarkets

4. Grand Dairy Awards and the Australian Dairy Industry Association of Australia Awards Champions.

5. Unique positioning: Bulla Dairy Foods is 100% Australian family owned and has been run by the same three families for five generations.

Weaknesses

Here are the weaknesses of Bulla Dairy :

1. Dependence on perishable product: Milk and milk products.

2.  Major presence in Australia only but Not a big player in Asia Pacific.

Opportunities

Following are the Opportunities of Bulla Dairy :

1. Expansion and market penetration of Bulla in the ice cream segment. (Peters and Streets’, the dominant ice cream brand, market share has slipped to 30 per cent; a drop of almost 10 per cent)

2. Expansion into Asia Pacific and other countries.

3. Opening retail chain/ restaurants serving signature food recipe items.

Threats

The threats of Bulla Dairy are as mentioned :

1. Spread of cattle diseases and epidemics can harm business.
2. Maintaining good quality and timely processes in perishable category is a challenge. Failure of distribution network or storage facilities can cause huge losses.

3. Inflation and increased fuel cost causes increase in costs.

Bulla Dairy Competition

Competitors

Below are the 3 main Bulla Dairy competitors :

1. Lion Dairy and Drinks

2. Peters and Streets, Australia.

3.Tasmanian Heritage St Claire

 

The brandguide table above concludes the Bulla Dairy 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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