Description
SWOT ANALYSIS OF MALTOVA
‘Maltova’
Parent Company
GSK CH
Category
Healthcare
Sector
Food and beverages
Tagline/ Slogan
‘The yummy choco malt drink’
A tasty malt drink that contains essential vitamins, minerals and USP carbohydrates STP
Segment
Health food drinks
Target Group
Kids
Positioning
Tasty drink with energy SWOT Analysis
1. The brand name conveys the malt basis of the formulation and once was synonymous with malt drinks category 2. Communication aptly targets kids by bringing in cartoon characters like Scooby doo. Strength 3. It enjoys the strong distribution network of GSK
1. GSK has not paid much attention to the brand and treated it as a flanker brand for Boost and Horlicks 2. Maltova, once a very popular brand, has lost significant brand Weakness equity due to lack of advertising and promotion.
1. Demographic trends like increasing population and purchasing power favor the consumer healthcare market, thus opportunities for Opportunity growth.
2. Increasing penetration in rural markets
1. Aggressive marketing and promotion by competition 2. FDI in retail thereby allowing international brands and increasing bargaining power of big retailers which could negotiate for better Threats margins Competition
1. Cadbury Bournvita 2. Heinz Complan 3. Boost Competitors 4. Horlicks
doc_568912848.docx
SWOT ANALYSIS OF MALTOVA
‘Maltova’
Parent Company
GSK CH
Category
Healthcare
Sector
Food and beverages
Tagline/ Slogan
‘The yummy choco malt drink’
A tasty malt drink that contains essential vitamins, minerals and USP carbohydrates STP
Segment
Health food drinks
Target Group
Kids
Positioning
Tasty drink with energy SWOT Analysis
1. The brand name conveys the malt basis of the formulation and once was synonymous with malt drinks category 2. Communication aptly targets kids by bringing in cartoon characters like Scooby doo. Strength 3. It enjoys the strong distribution network of GSK
1. GSK has not paid much attention to the brand and treated it as a flanker brand for Boost and Horlicks 2. Maltova, once a very popular brand, has lost significant brand Weakness equity due to lack of advertising and promotion.
1. Demographic trends like increasing population and purchasing power favor the consumer healthcare market, thus opportunities for Opportunity growth.
2. Increasing penetration in rural markets
1. Aggressive marketing and promotion by competition 2. FDI in retail thereby allowing international brands and increasing bargaining power of big retailers which could negotiate for better Threats margins Competition
1. Cadbury Bournvita 2. Heinz Complan 3. Boost Competitors 4. Horlicks
doc_568912848.docx