Rainbow Foods SWOT Analysis, USP & Competitors

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

Rainbow Foods

Parent Company

Kite Realty Group Trust


Grocery Store



Tagline/ Slogan

Living Upto Your Life


Fresh High Quality Produce



Urban Consumers in Minnesota

Target Group

Fresh Produce and Organic Food Enthusiasts


Local Grocery Store selling Fresh Produce at competitive prices

SWOT Analysis


1.Bakery at the store is popular draw

2.Website has a unique recipe based ordering system where customers learn new recipes as well as order the ingredients

3.Good presence in Minnesota with over 30+ local stores in the twin cities

4.Strong brand equity developed due to long heritage

5.Provides a number of popular Roundy’s brand items at discounts

6. Chairman Bob advertising campaigns are quite popular

7. CSR programs and Sponsorship programs improve brand image - it supports community food pantries, centers for victims of abuse, and literacy programs.


1. Stocking issues leading to customer attrition

2. Customer satisfaction is low because of poor staff service

3. Closure of many stores recently affecting brand image

4. Continuous loss of market share in previous years


1. Try to reinvent itself through rebranding

2. Provide better promotional offers

3. Product and services expansion

4. Try to reduce costs by building better ties with local producers

5. Improve the wine selection at the stores to attract more customers

6. Franchise model can be explored as a new revenue stream

7. Adding new exclusive brands and products to improve sales


1. Low-price competition from Walmart and Target and Costco

2. Changing customer shopping preferences and trends

3. Discounters apply continual pricing pressure
4.Competition from above from higher-end competitors catering to the more affluent and bigger-spending segment of the store
5. Constant competitive and promotional activity taking place in the grocery segment

6. Cannibalization of sales from parent companies other niche store ‘Mariano’s fresh Markets’

7.Poor economy can squeeze margins by forcing to cut costs



1.  Walmart

2. Mariano’s

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


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