SWOT ANALYSIS
In order to understand the strengths and weaknesses of the brand as such I have carried out the SWOT analysis of the brands, as it exists today. The SWOT analysis would give indications as to how the marketing strategies should be planned. As talked about earlier, the chocolate market is on the growth stage of the life cycle. Hence it is important that the brand is marketed aggressively and its image is modified in such a way that it can differentiate itself from the clutter of other brands that exist in the market today. In order to carry out the SWOT analysis various people were consulted and inputs were obtained from the actual users.
A very peculiar characteristic of the chocolate consumers as we found is that there is an overwhelming awareness among the users about different brands that exist in the market. There is however very little brand loyalty in users. People always are ready to try out new brands and keep on switching from one brand to another. This behavior poses lot of challenge, as the job of designing of marketing strategies becomes two fold. Firstly non-users are to be converted to users and more importantly the existing customers should are not be lost.
The SWOT analysis has been done of three major companies i.e. Cadburys, Amul, and Nestle. They are the major players that cover approximately 95% of Indian chocolate market. The analysis will help to know what measure the chocolate companies in Indian market should take.
SWOT analysis of Cadburys
Strength
1. Cadbury is a company, which is reputed internationally as the topmost chocolate provider in the world.
2. The brand is well known to people & they can easily identify it from others.
3. Cadbury the world leaders in chocolate, is a well-known force in marketing and distribution.
4. Users have a positive perception about the qualities of the brand.
5. Cadbury main strength is Dairy milk. Dairy milk is the most consumed chocolate in India.
6. By using popular models like Cyrus Brocha, Preety Zinta and others Cadburys has managed to portray a
young and sporty image, which has resulted in converting buyers of other brands to become its staunch loyalists.
7. Cadbury has well adjusted itself to Indian custom.
8. It has properly repositioned itself in India whenever required i.e. from children to adults, togetherness bar to energizing bar for young ones etc.
Weaknesses
1. There is lack of penetration in the rural market where people tend to dismiss it as a high end product. It is mainly found in urban and semi-urban areas.
2. It has been relatively high priced brand, which is turning the price conscious customer away.
3. People avoid having their chocolate thinking about the egg ingredients.
Opportunities
1. The chocolate market has seen one of the greatest increases in the recent times (almost @ 30%)
2. There is a lot of potential for growth and a huge population who do not eat chocolates even today that can be converted as new users.
Threat
1. There exists no brand loyalty in the chocolate market and consumers frequently shift their brands.
2. New brands are coming and existing brands are introducing new variants to add up to an already overcrowded market.
In order to understand the strengths and weaknesses of the brand as such I have carried out the SWOT analysis of the brands, as it exists today. The SWOT analysis would give indications as to how the marketing strategies should be planned. As talked about earlier, the chocolate market is on the growth stage of the life cycle. Hence it is important that the brand is marketed aggressively and its image is modified in such a way that it can differentiate itself from the clutter of other brands that exist in the market today. In order to carry out the SWOT analysis various people were consulted and inputs were obtained from the actual users.
A very peculiar characteristic of the chocolate consumers as we found is that there is an overwhelming awareness among the users about different brands that exist in the market. There is however very little brand loyalty in users. People always are ready to try out new brands and keep on switching from one brand to another. This behavior poses lot of challenge, as the job of designing of marketing strategies becomes two fold. Firstly non-users are to be converted to users and more importantly the existing customers should are not be lost.
The SWOT analysis has been done of three major companies i.e. Cadburys, Amul, and Nestle. They are the major players that cover approximately 95% of Indian chocolate market. The analysis will help to know what measure the chocolate companies in Indian market should take.
SWOT analysis of Cadburys
Strength
1. Cadbury is a company, which is reputed internationally as the topmost chocolate provider in the world.
2. The brand is well known to people & they can easily identify it from others.
3. Cadbury the world leaders in chocolate, is a well-known force in marketing and distribution.
4. Users have a positive perception about the qualities of the brand.
5. Cadbury main strength is Dairy milk. Dairy milk is the most consumed chocolate in India.
6. By using popular models like Cyrus Brocha, Preety Zinta and others Cadburys has managed to portray a
young and sporty image, which has resulted in converting buyers of other brands to become its staunch loyalists.
7. Cadbury has well adjusted itself to Indian custom.
8. It has properly repositioned itself in India whenever required i.e. from children to adults, togetherness bar to energizing bar for young ones etc.
Weaknesses
1. There is lack of penetration in the rural market where people tend to dismiss it as a high end product. It is mainly found in urban and semi-urban areas.
2. It has been relatively high priced brand, which is turning the price conscious customer away.
3. People avoid having their chocolate thinking about the egg ingredients.
Opportunities
1. The chocolate market has seen one of the greatest increases in the recent times (almost @ 30%)
2. There is a lot of potential for growth and a huge population who do not eat chocolates even today that can be converted as new users.
Threat
1. There exists no brand loyalty in the chocolate market and consumers frequently shift their brands.
2. New brands are coming and existing brands are introducing new variants to add up to an already overcrowded market.