Description
SWOT ANALYSIS OF GOLD FLAKE
Gold Flake
Parent Company
ITC
Category
Cigarettes
Sector
FMCG
Tagline/ Slogan
For the Gracious People; Celebrate the feeling
The product did not boast any USP. It still differentiated itself on the USP purity and quality of its experience STP
Segment
Premium cigarette segment
Adult as well as the youth smokers. It extended beyond the SEC A Target Group category to the SEC B as well
Positioning
“For the gracious people" SWOT Analysis
1. ITC used its experience of transporting and distributing tobacco products to remote and distant parts of India to the advantage of its FMCG products 2. This single brand alone holds approx 70% of the tobacco market. 3. The main strength of the company is the brand Image of Gold Flake. In spite of ban on the advertisement the product was at No.1 position in FMCG products in 2003-2004 and its sales were up to Rs 3900 crores 4. The attributes of the product is as per the consumer aspirations, specifications and taste. 5.It has high perceived quality and has helped the company to keep Strength steady margin of its sales volume
Weakness
1. After the ban on advertisement, it is not able to promote the product on higher basis as it was promoted before the ban.
2. The manufacturing process very time consuming. Sometimes it is very difficult for the company to supply the cigarettes as per the demand 3. As a high price product, the quality is ignored by the consumer and then they prefer to buy cheaper brands 4. The branding of the company is done on small basis which is hardly ever seen.
1. Reduce the price of the product and offer the same quality. 2. The packaging of the product should be changed and each and every attribute should be mentioned on the packet and also the level of harmless should be mentioned. 3. ITC can launch Gold Flake at international level through collaboration with sports events held at international level and also with other brands. 4. Launch the product Gold Flake as mild cigarette and less harmful Opportunity for consumer attraction.
1. Competition from international companies which has products with affordable price; the consumers prefer to buy them. 2. Changing habits of the consumer; they may quit smoking due to its ill effects and hazards. 3. Government ban on advertisement of cigarettes or sponsorship Threats under the consideration that cigarette is harmful for health Competition
1. Malboro 2.Malboro Lights Competitors 3.555 Cigarettes
doc_287876084.docx
SWOT ANALYSIS OF GOLD FLAKE
Gold Flake
Parent Company
ITC
Category
Cigarettes
Sector
FMCG
Tagline/ Slogan
For the Gracious People; Celebrate the feeling
The product did not boast any USP. It still differentiated itself on the USP purity and quality of its experience STP
Segment
Premium cigarette segment
Adult as well as the youth smokers. It extended beyond the SEC A Target Group category to the SEC B as well
Positioning
“For the gracious people" SWOT Analysis
1. ITC used its experience of transporting and distributing tobacco products to remote and distant parts of India to the advantage of its FMCG products 2. This single brand alone holds approx 70% of the tobacco market. 3. The main strength of the company is the brand Image of Gold Flake. In spite of ban on the advertisement the product was at No.1 position in FMCG products in 2003-2004 and its sales were up to Rs 3900 crores 4. The attributes of the product is as per the consumer aspirations, specifications and taste. 5.It has high perceived quality and has helped the company to keep Strength steady margin of its sales volume
Weakness
1. After the ban on advertisement, it is not able to promote the product on higher basis as it was promoted before the ban.
2. The manufacturing process very time consuming. Sometimes it is very difficult for the company to supply the cigarettes as per the demand 3. As a high price product, the quality is ignored by the consumer and then they prefer to buy cheaper brands 4. The branding of the company is done on small basis which is hardly ever seen.
1. Reduce the price of the product and offer the same quality. 2. The packaging of the product should be changed and each and every attribute should be mentioned on the packet and also the level of harmless should be mentioned. 3. ITC can launch Gold Flake at international level through collaboration with sports events held at international level and also with other brands. 4. Launch the product Gold Flake as mild cigarette and less harmful Opportunity for consumer attraction.
1. Competition from international companies which has products with affordable price; the consumers prefer to buy them. 2. Changing habits of the consumer; they may quit smoking due to its ill effects and hazards. 3. Government ban on advertisement of cigarettes or sponsorship Threats under the consideration that cigarette is harmful for health Competition
1. Malboro 2.Malboro Lights Competitors 3.555 Cigarettes
doc_287876084.docx