Description
SWOT ANALYSIS OF CONFETTERIA RAFFAELLO
Confetteria Raffaello
Parent Company
Ferrero
Category
Chocolates
Sector
Food and Beverages
Tagline/ Slogan
OhneSchokolade (Absolutely…Without Chocolate)
USP
A premium coconut almond sweet STP
Segment
People looking for a premium sweet for eating or gifting
Target Group
All age group, especially children and youth
An alternate to chocolate based sweet, i.e. a premium sweet Positioning containing no chocolate SWOT Analysis
1.A popular brand and high product quality 2. Parent brand of Ferrero 3. Perceived as a premium quality product 4. Customer loyalty 5. A niche product, i.e. a coconut sweet 6.Attractive packaging Strength 7.Ideal product for gifting
1.Being a premium product, they are expensive 2.Not easily available everywhere 3.Limited advertising as compared to top of the mind chocolate Weakness brands
Opportunity
1.Advertise on different platforms
2.Reach out in the developing markets 3.Rise in purchasing power of people in developing countries
1.Fear of imitation 2.Rise in cost of raw materials Threats 3.Eurozone crisis and global economic instability Competition
1.Bounty Competitors 2.Cadbury
doc_554818216.docx
SWOT ANALYSIS OF CONFETTERIA RAFFAELLO
Confetteria Raffaello
Parent Company
Ferrero
Category
Chocolates
Sector
Food and Beverages
Tagline/ Slogan
OhneSchokolade (Absolutely…Without Chocolate)
USP
A premium coconut almond sweet STP
Segment
People looking for a premium sweet for eating or gifting
Target Group
All age group, especially children and youth
An alternate to chocolate based sweet, i.e. a premium sweet Positioning containing no chocolate SWOT Analysis
1.A popular brand and high product quality 2. Parent brand of Ferrero 3. Perceived as a premium quality product 4. Customer loyalty 5. A niche product, i.e. a coconut sweet 6.Attractive packaging Strength 7.Ideal product for gifting
1.Being a premium product, they are expensive 2.Not easily available everywhere 3.Limited advertising as compared to top of the mind chocolate Weakness brands
Opportunity
1.Advertise on different platforms
2.Reach out in the developing markets 3.Rise in purchasing power of people in developing countries
1.Fear of imitation 2.Rise in cost of raw materials Threats 3.Eurozone crisis and global economic instability Competition
1.Bounty Competitors 2.Cadbury
doc_554818216.docx