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Viva SWOT Analysis

Published by MBA Skool Team in FMCG category Last Updated: August 27, 2023Read time:

Here is a detailed SWOT analysis of Viva covering strengths, weaknesses, opportunities and threats.

Viva Strengths

  1. The brand name conveys the malt basis of the formulation and once was synonymous with malt drinks category
  2. Communication aptly targets kids by bringing in cartoon characters like Scooby doo.
  3. It enjoys the strong distribution network of GSK

Above are the strengths in the SWOT Analysis of Viva. The strengths of Viva looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Viva Weaknesses

  1. GSK has made it as a flanker brand for Horlicks.
  2. Brand has lower brand awareness and association.

These were the weaknesses in the Viva SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Viva Opportunities

  1. Demographic trends like increasing population and purchasing power favor the consumer healthcare market, thus opportunities for growth.
  2. Increasing advertising at the same time engaging in BTL activities to increase penetration

Above we covered the opportunities in Viva SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Viva Threats

  1. Aggressive marketing and promotion by competition
  2. FDI in retail thereby allowing international brands and increasing bargaining power of big retailers which could negotiate for better margins

The threats in the SWOT Analysis of Viva are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Viva SWOT analysis.

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About Viva

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Viva Overview
Parent Company






Tagline/ Slogan

‘Start to a bright and healthy day’


Contains VitaHealth, a combination of 9 essential vitamins and minerals

Viva STP

Health food drinks

Target Market



Just 2 cups a day give the nourishment to help provide a healthy foundation for life

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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