Description
SWOT ANALYSIS OF DHARA
Dhara
Parent Company
Mother Dairy
Category
Cooking Oil
Sector
Food and Beverages
Tagline/ Slogan
Anokhi shudhta aanokha asar; Dhara Dhara shudhh Dhara
USP
First branded packaged oil in India, trusted for its purity and quality
STP
Segment
People who use oil for cooking
Target Group
Middle and upper middle class households
Positioning
An affordable oil brand known for its quality, freshness and purity
SWOT Analysis
1.India’s first branded packaged oil 2. Strong brand name 3. Strong distribution network 4. Effective tamper proof tetra packaging 5.Good quality, pure oil at affordable prices 6.Strong parent brand of Mother dairy Strength 7.Procurement of oil seeds from Indian farmers
1.Lacks in marketing and advertising of the products 2.Strong competition from various brands Weakness 3.Lower market share as compared to a lot of brands
Opportunity
1.Innovation in marketing of the product 2.Advertise on various platforms like T.V., internet, print, out of
home, etc. 3.Promote itself as a healthy brand 4.Product line extension
1.Strong competition 2.People reducing the use of oil due to health reasons Threats 3.Further decline of the brand and the market share
Competition
1.Saffola 2.Fortune 3.Sundrop 4.Sweekar Competitors 5.Gemini
doc_612013798.docx
SWOT ANALYSIS OF DHARA
Dhara
Parent Company
Mother Dairy
Category
Cooking Oil
Sector
Food and Beverages
Tagline/ Slogan
Anokhi shudhta aanokha asar; Dhara Dhara shudhh Dhara
USP
First branded packaged oil in India, trusted for its purity and quality
STP
Segment
People who use oil for cooking
Target Group
Middle and upper middle class households
Positioning
An affordable oil brand known for its quality, freshness and purity
SWOT Analysis
1.India’s first branded packaged oil 2. Strong brand name 3. Strong distribution network 4. Effective tamper proof tetra packaging 5.Good quality, pure oil at affordable prices 6.Strong parent brand of Mother dairy Strength 7.Procurement of oil seeds from Indian farmers
1.Lacks in marketing and advertising of the products 2.Strong competition from various brands Weakness 3.Lower market share as compared to a lot of brands
Opportunity
1.Innovation in marketing of the product 2.Advertise on various platforms like T.V., internet, print, out of
home, etc. 3.Promote itself as a healthy brand 4.Product line extension
1.Strong competition 2.People reducing the use of oil due to health reasons Threats 3.Further decline of the brand and the market share
Competition
1.Saffola 2.Fortune 3.Sundrop 4.Sweekar Competitors 5.Gemini
doc_612013798.docx