Daily Mail SWOT Analysis, USP & Competitors

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

Daily Mail

Parent Company

Daily Mail and General Trust


English middle-market daily tabloid newspaper



Tagline/ Slogan

The paper that gives you a voice every day


United Kingdom’s second biggest selling newspaper



English reading population

Target Group

Women, lower middle class people


Communist view to represent the voice of the common people

SWOT Analysis


1. Only newspaper to have more than 50% female readership
2. The newspaper has more than 100 million unique visitors per month to its website
3. The Daily Mail was Britain’s first daily newspaper
4. First newspaper to sell a million copies a day

5. Strong presence across UK


1.Lost substantial amount of cash when lawsuits filed against the newspaper were successful
2.Involved in a number of controversies which were sensational online


1.Try to enter into more contracts with other fast food joints as Mc Donald’s for subscription

2.Introduce innovative features which grab attention with less criticism

3.Improve the sales by marketing on large scale via Internet


1.Increasing competition from other tabloids

2. Pending lawsuits against Daily Mail

3.Government may regulate free press in United Kingdom



1.Daily Express
2.Sunday Express
3.The Sun

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


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