Heritage Fresh SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1651
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SWOT Analysis of Heritage Fresh with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Heritage Fresh

Parent Company

Heritage Foods

Category

Food retail

Sector

Retail and Lifestyle

Tagline/ Slogan

Health Happiness

USP

Strong brand backing of Heritage Food

STP

Segment

People seeking food products

Target Group

Homemaker and health conscious group

Positioning

Healthy and high quality food

SWOT Analysis

Strengths

1.Heritage Fresh today has a total of nearly 70 stores across three citiesacross India

2.Strong domestic presence and well suited to southIndian environment

3.Range of healthy products like vegetables, dairy and agricultural products

4. Easily accessible stores and good customer service

Weaknesses

1.Present only in southern India

2.Product portfolio is very narrow compared to big players so target segment is very restricted

Opportunities

1.Opportunity to spread into North, East and West region in Indian with region specific flavours

2.Leveraging on brand equity and getting into other home care categories or restaurant category

3.Consumers always spend large part of income on healthy foods

Threats

1. Food sector is most affected sector in global downturn as people start spending less on that

2.Food habits are different in different regions of India so expansion could be challengeable

3.Vast competition from unorganized sector in retail also from foreign players

Competition

Competitors

1.Mother Dairy

2.ParleParle Agro

3.Java green

4.Marico


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

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