Darrell Lea SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1417

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

‘Darrell Lea’

Parent Company

Quinn Family




Food and Beverages

Tagline/ Slogan

Creating sweet magic


Invented the miracle of soft-eating liquorice



Anyone who consumes chocolate or other confectionary items

Target Group

Young kids and families


Fun and tasty chocolate and liquorice for kids

SWOT Analysis


1. Iconic brands like Darrell Lea Original Soft Eating Liquorice and iconic Milk Chocolate Rocklea Road
2. Catering through online orders to outside demand in US, Canada etc
3. Brand loyalties among consumers in Australia due to a strong emotional connect with the brand
4. A large product portfolio with over 500 brands

5. The brand is also actively involved with community services


1. Closure of all company owned retail stores
2. Operation only within Australia means limited market share


1. The new ownership and restructuring undertaken is expected to add to the value and growth of the company
2. To introduce low calorie variants for health conscious consumers
3. To expand into beverages


1. Raising consumer awareness regarding ill-effects of chocolates
2. Emergence of several multi-national competitors
3. Constant innovation makes products obsolete at a fast pace



1. Crest Chocolates
2. Cadbury
3. Mars Chocolate


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


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