Description
SWOT ANALYSIS OF MARIE GOLD
Marie Gold
Parent Company
Britannia
Category
Biscuits
Sector
Food Products
Tagline/ Slogan
Tea time mein jaan daal de
USP
Healthy tea time biscuit
STP
Segment
Taste and Quality conscious children and adults
Target Group
All age groups middle and upper class people
Positioning
A biscuit to be had along with tea
SWOT Analysis
1. Pricing is low which gives advantage for a high quality product 2. Good advertising and visibility through TVCs and print ads 3. Good product quality and packaging 4. Britannia's distribution and brand name has strong impact 5. Marie is recommended by dieticians as a Strength perfect snack to take with tea etc
1. Many competitors in this segment means Weakness limited market share 2. Customer loyalty is lesser in food markets and
there is high brand switching
1. Tie-up with corporates/hotel chains 2. Perfect companion for Coffee/Tea so can be Opportunity marketed with Coffee chains
1. Threat from wafer and salted snacks segment 2. Similar local and international branded biscuit categories Threats 3. Parle innovated Digestive Marie
Competition
1. Parle Marie 2. Priya Gold Marie Competitors 3. Local and imported Marie
doc_439294529.docx
SWOT ANALYSIS OF MARIE GOLD
Marie Gold
Parent Company
Britannia
Category
Biscuits
Sector
Food Products
Tagline/ Slogan
Tea time mein jaan daal de
USP
Healthy tea time biscuit
STP
Segment
Taste and Quality conscious children and adults
Target Group
All age groups middle and upper class people
Positioning
A biscuit to be had along with tea
SWOT Analysis
1. Pricing is low which gives advantage for a high quality product 2. Good advertising and visibility through TVCs and print ads 3. Good product quality and packaging 4. Britannia's distribution and brand name has strong impact 5. Marie is recommended by dieticians as a Strength perfect snack to take with tea etc
1. Many competitors in this segment means Weakness limited market share 2. Customer loyalty is lesser in food markets and
there is high brand switching
1. Tie-up with corporates/hotel chains 2. Perfect companion for Coffee/Tea so can be Opportunity marketed with Coffee chains
1. Threat from wafer and salted snacks segment 2. Similar local and international branded biscuit categories Threats 3. Parle innovated Digestive Marie
Competition
1. Parle Marie 2. Priya Gold Marie Competitors 3. Local and imported Marie
doc_439294529.docx