Description
SWOT ANALYSIS OF COFFEE BITE
Coffee Bite
Parent Company
Lotte India corporation Ltd.
Category
Confectionary
Sector
Food and Beverages
Tagline/ Slogan
It’s coffee in a toffee
USP
Gives the taste of coffee in a toffee STP
Segment
People looking to have a chocolate with a coffee taste
Target Group
All age groups Lower, middle and upper class people
Positioning
Coffee in a toffee SWOT Analysis
1. High Brand recall and good availability specially retail and grocery stores 2. More of a family toffee that gives it a huge market to tap. 3. Unique in terms of concept 4. Rich coffee taste and excellent quality at low price Strength 5. Unique selling proposition of taste of coffee in a chocolate
1.Perceived as an “old” brand as no innovations are done and limited branding efforts Weakness 2.Product packaging is not exciting and attractive.
1. Untapped rural markets 2.Better product packaging Opportunity 3. Tapping global markets and more branding and marketing
1. Other branded and local chocolate manufacturers 2. Sweets as substitutes Threats 3.Coffee as substitute Competition
1.Cadbury Eclairs Competitors 2.Parle Melody
doc_384737429.docx
SWOT ANALYSIS OF COFFEE BITE
Coffee Bite
Parent Company
Lotte India corporation Ltd.
Category
Confectionary
Sector
Food and Beverages
Tagline/ Slogan
It’s coffee in a toffee
USP
Gives the taste of coffee in a toffee STP
Segment
People looking to have a chocolate with a coffee taste
Target Group
All age groups Lower, middle and upper class people
Positioning
Coffee in a toffee SWOT Analysis
1. High Brand recall and good availability specially retail and grocery stores 2. More of a family toffee that gives it a huge market to tap. 3. Unique in terms of concept 4. Rich coffee taste and excellent quality at low price Strength 5. Unique selling proposition of taste of coffee in a chocolate
1.Perceived as an “old” brand as no innovations are done and limited branding efforts Weakness 2.Product packaging is not exciting and attractive.
1. Untapped rural markets 2.Better product packaging Opportunity 3. Tapping global markets and more branding and marketing
1. Other branded and local chocolate manufacturers 2. Sweets as substitutes Threats 3.Coffee as substitute Competition
1.Cadbury Eclairs Competitors 2.Parle Melody
doc_384737429.docx